Exadel buys London consultancy Tangent to bolt experience design onto its AI engineering line

Exadel, a Tampa-based software-development and consulting firm, acquired Tangent, a London-based digital experience consultancy. Tangent will continue operating under its existing brand within Exadel’s Digital Experiences practice. Leigh Gammons, Tangent’s chief executive, will move into a managing director and senior vice president role to lead the business. The acquisition combines two parts of enterprise transformation work that have typically been handled by different vendor categories. Exadel provides AI-native engineering, including data infrastructure, applications, and back-end technology stack work across the US, Europe, and LATAM. Tangent provides front-end capabilities such as UX, product, web experience, and MarTech engineering, focused on enterprise digital-product work. The combined offering aims to design, optimize, and scale AI-driven digital experiences for global clients.

"Exadel sells what it calls AI-native engineering: data infrastructure, applications, and the back-end work of running an enterprise's technology stack, on a 2,000-plus headcount across the US, Europe and LATAM. Tangent sells the front-end discipline, including UX, product, web experience and MarTech engineering, on a smaller boutique footprint built up around what its website describes as enterprise digital-product work. The acquisition pulls strategy, design and engineering inside one contract."

"Tangent will continue to operate under its existing brand inside Exadel's Digital Experiences practice, with chief executive Leigh Gammons moving into a managing director and senior vice president role to lead the business. Deal terms were not disclosed. Exadel, the Tampa-based software-development and consulting firm, has acquired , the London-based digital experience consultancy, the company said on Monday . Terms were not disclosed."

"'Brands increasingly win or lose based on the AI-driven digital experiences they provide to customers,' said James Dalziel, Exadel's chief operating officer, in the statement. 'By bringing Tangent into the organisation, we are fortifying our ability to help global clients not only design exceptional experiences, but also continuously optimise and scale them through AI.'"

"Gammons described the value of the combination from the other direction: 'Companies are demanding more than great digital experiences. They need to provide experiences that ca"

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