Belgium-based team.blue has acquired Windsor.ai, a Swiss AI-powered data integration and marketing attribution platform, marking a strategic expansion of its SaaS portfolio across Europe. The transaction brings together two companies focused on simplifying digital operations for small and medium-sized businesses through accessible, enterprise-grade technology. While financial terms were not disclosed, the deal underscores growing demand for unified, AI-driven marketing analytics among SMBs.
Deal Overview
The acquisition sees Windsor.ai joining the team.blue ecosystem as a specialized marketing data accelerator serving businesses across multiple European markets. team.blue, which supports more than 3.3 million SMB customers in 22 countries, positions the move as a way to deepen its capabilities in data-driven marketing and analytics. Windsor.ai will operate alongside existing shareholders, with its management team continuing to lead day-to-day operations.
Company Background
Founded in 2017 by Niklas Kolster, Windsor.ai has built a reputation as a trusted provider of marketing data integration at accessible price points. The company employs a team of 30 professionals and serves more than 5,000 customers across 120 countries, reflecting strong international adoption. Its focus has been on helping SMBs access tools traditionally reserved for larger enterprises without the associated complexity or cost.
Product Capabilities
Windsor.ai’s platform enables businesses to unify marketing data from more than 325 sources into a single, coherent view. It supports over 15 destinations, including Looker Studio, Power BI, Google Sheets, and major cloud data warehouses, allowing flexible analysis and reporting. Core features include multi-touch attribution, no-code ELT and ETL pipelines, robust APIs, and white-label options designed to fit seamlessly into existing workflows.
Strategic Rationale
For team.blue, the acquisition strengthens its ability to offer AI-powered solutions that shorten the path from data collection to actionable insight. The group views Windsor.ai’s no-code integration and attribution expertise as complementary to its broader mission of helping SMBs succeed online. By embedding these capabilities, team.blue aims to address increasing customer demand for unified marketing intelligence across channels.
Integration Plans
Within the team.blue ecosystem, Windsor.ai will simplify data warehouse onboarding and enhance existing marketing technology stacks. team.blue customers will be able to enrich analytics using unified data spanning paid advertising, email campaigns, and website performance. At the same time, Windsor.ai customers gain access to a broader suite of digital marketing tools and channels across the network.
Leadership Perspectives
Niklas Kolster, CEO of Windsor.ai, described the partnership as a pivotal moment in the company’s mission to democratize data integration. He emphasized that the alliance will accelerate product development and expand reach among European SMBs navigating complex multi-channel marketing environments. Claudio Corbetta, Group CEO of team.blue, highlighted the deal as a response to rising demand for AI-powered, unified marketing solutions tailored to SMB needs.
The acquisition of Windsor.ai reflects a broader consolidation trend in Europe’s SaaS and AI landscape, particularly around marketing and data infrastructure. By combining scale with specialized technology, team.blue aims to deliver faster time to value for millions of SMB customers. As Windsor.ai enters its next growth phase within the group, the partnership positions both companies to shape how European businesses approach data-driven marketing in the years ahead.