Field Notes / Migration
BrandMuscle is becoming Ansira: what customers should know
The acquisition closed in July 2024 and the platforms are being unified. If you run a program on BrandMuscle, the next replatforming decision is already on your calendar.
The facts first. On July 2, 2024, Ansira acquired BrandMuscle and SproutLoud simultaneously. On September 30, 2024, the combined company announced platform unification, client upgrades and a single new brand identity. Integration of three platforms is a multi-year project, and it is underway.
What platform unification means for you
Unifying platforms means client upgrades: at some point, programs move to the combined product. That is a replatforming, whoever runs it. Expect UI changes for your network, retraining, data mapping, and a roadmap prioritized by integration milestones rather than individual client requests.
Questions for your next QBR
- When does our program move to the unified platform, and what changes for our network?
- Which of our customizations survive the migration, in writing?
- What are our renewal terms and increase caps through the transition?
- What is our full data export path: funds, claims history, assets, users?
Your options
Staying can be the right call, especially if you lean on their services heavily. But if you are going to absorb a migration either way, it is the natural moment to compare landing spots. One of them is a platform you own: built custom to your program in parallel while your current contract runs, cut over on your renewal date.