Experian completed the sale of Hitwise and Simmons on 14 December 2015 for reported aggregate consideration of US$47 million, with a possible earnout of up to US$5 million. Connexity acquired Hitwise; Symphony Technology Group (STG), Connexity’s private-equity parent at the time, acquired Simmons in a separate, simultaneous transaction. The $47 million figure covers both businesses together, not a disclosed price for either one individually.
Who acquired Hitwise and Simmons?
The buyers were related, but the businesses went to different entities: Connexity bought Hitwise, while STG bought Simmons. Experian’s completion announcement and the two buyer announcements describe the transactions as simultaneous and report the consideration in aggregate.
- Hitwise: acquired by Connexity.
- Simmons: acquired by Symphony Technology Group.
What did the $47 million sale include?
Experian reported total consideration of US$47 million for the two disposals, plus a potential earnout of up to US$5 million. The announcements do not allocate any portion of the price to Hitwise or Simmons individually, so the total should not be read as the standalone sale price of either business.
Experian also reported that the two businesses generated combined revenue of US$74 million in the financial year ended 31 March 2015. That is a historical figure disclosed in the 2015 transaction announcement, not a current revenue figure.
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What were Hitwise and Simmons?
| Business | What it did, as described in 2015 | Buyer | Audience and use |
|---|---|---|---|
| Hitwise | Online clickstream and consumer-behavior analytics. Its AudienceView platform offered audience segmentation and marketing-planning tools drawing on behavioral and demographic or psychographic information. | Connexity | Marketers, agencies, and publishers seeking audience insights and planning support. |
| Simmons | Consumer research and publisher of the US National Consumer Study (NCS), a syndicated database. | Symphony Technology Group | Marketers, media businesses, and agencies researching consumer preferences, attitudes, media behavior, and brand or product use. |
These are descriptions from the companies’ 2015 deal announcements; they do not establish either business’s current products or operating status.
Why did Experian sell the businesses?
Experian said Hitwise and Simmons had limited synergies with its core businesses and that the disposals supported a strategy of focusing its portfolio where it could create synergies and competitive advantage. CEO Brian Cassin said: “These disposals are in line with our strategy to focus our portfolio where we can create synergies and competitive advantage. We are pleased that Symphony Technology Group will continue to develop these businesses and thank the management team and employees for their support and wish them every success in the future.”
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What happened to Connexity afterward?
In July 2021, Taboola announced a definitive agreement to acquire Connexity from STG for approximately US$800 million. That announcement provides a later ownership milestone for Connexity; it does not establish the current ownership or operating status of Hitwise or Simmons individually.
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