Hedman advised Adact on its exit to Optimove

Hedman is proud to have advised Adact OÜ on its successful acquisition by Optimove, a global leader in AI-driven marketing.

Founded in 2019, Adact provides a user-friendly platform that enables companies to create engaging, gamified marketing experiences. The company’s client portfolio includes global brands such as Disney, Starbucks, and Amazon.

Optimove, headquartered in Israel with offices in London and New York, provides a marketing platform that empowers brands to deliver personalized, data-driven campaigns across multiple channels.

As part of the transition, Optimove is establishing a development center in Tallinn where Adact’s founder, Kalev Kärpuk, will lead its gamified solutions division.

Hedman supported Adact throughout the entire transaction process — from initial negotiations and legal due diligence to finalizing the share purchase agreement and executing the closing. The client was advised by the associate partner Kati Pino and assisted by associate Anastasia Miller.