Refine Labs acquires MOBI Solutions to strengthen marketing operations and analytics offering

Refine Labs has acquired MOBI Solutions, adding a marketing operations and analytics agency to its growing portfolio as the company expands its capabilities across the go-to-market lifecycle.

Founded by Rachel Squire, MOBI Solutions specialises in analytics-led marketing operations, with expertise across platforms including HubSpot, Marketo, Clay, HockeyStack and Salesforce.

The acquisition represents the first deal under Refine Labs' stated strategy of acquiring agencies with complementary capabilities that can broaden its offering and strengthen the platform it provides to customers.

Building around Brand, Demand and Expand

Refine Labs is positioning its growth strategy around a broader Brand > Demand > Expand model, designed to support customers across multiple stages of building and scaling their growth engines.

MOBI's marketing operations and analytics expertise adds a capability that sits beneath many of those activities, connecting marketing systems, data and processes with the wider go-to-market engine.

For Refine Labs, the acquisition therefore represents more than an expansion of its agency portfolio. It adds a discipline that the company says it has not historically had deeply in-house.

Adding marketing operations and analytics expertise

MOBI Solutions was built around helping companies make their marketing infrastructure more effective through operations, analytics and technology.

Its experience across HubSpot and Marketo, alongside platforms such as Clay, HockeyStack and Salesforce, gives the combined business greater depth across the systems that support modern marketing and revenue teams.

Marketing operations has increasingly become a critical layer of the go-to-market function as companies manage larger technology stacks and seek stronger connections between marketing activity, customer data and revenue outcomes.

A capability-led acquisition strategy

Refine Labs has previously indicated that acquisitions would form part of its broader growth strategy, particularly where established teams have capabilities that complement its existing offering.

The MOBI transaction is the first acquisition under that approach.

The company says future acquisitions will depend on a combination of customer fit, capability fit, economics and culture, suggesting that the strategy is intended to be selective rather than focused purely on expanding scale.

Bringing the teams together

Alongside the additional service capability, Refine Labs is welcoming the MOBI team into its organisation.

The two companies say they share a culture centred on ownership, direct communication, strategic value and an analytics-first approach.

That alignment is expected to support the integration of the MOBI team while preserving the specialist expertise that made the agency attractive to Refine Labs.

Maintaining customer continuity

For existing customers, the immediate priority is continuity.

Refine Labs says current clients will continue working with their existing teams and that work already underway will not change as a result of the acquisition.

For MOBI customers, the company says the focus will similarly remain on maintaining continuity in people, quality and client relationships during the transition.

Over time, Refine Labs plans to develop marketing operations and analytics into a deeper capability within its broader offering.

The next phase for Refine Labs

The acquisition gives Refine Labs a new foundation for expanding beyond its existing capabilities while continuing to build a broader growth platform.

MOBI's expertise in marketing operations and analytics adds depth to the infrastructure connecting marketing activity with the wider go-to-market engine.

As Refine Labs continues to pursue complementary acquisitions, the MOBI transaction provides the first example of how that strategy could bring together specialist teams and capabilities under a broader platform.

For the company, it marks an early step in turning its longer-term growth vision into a larger, more integrated offering for customers.

About Refine Labs

Refine Labs is a B2B growth and marketing company focused on helping businesses build scalable growth engines across brand, demand generation and expansion.

About MOBI Solutions

MOBI Solutions is a marketing operations and analytics agency founded by Rachel Squire, with expertise across marketing technology, analytics and go-to-market infrastructure, including HubSpot, Marketo, Clay, HockeyStack and Salesforce.

Source and Credits

Refine Labs official announcement regarding its acquisition of MOBI Solutions.