Credit: Mortar Tech
Performance measurement company Mortar Group has merged with Firehouse Technology to create Mortar Tech, expanding the group’s global capability to build proprietary technology for marketers.
The merger brings Mortar’s strategic, measurement and media capabilities together with Firehouse’s engineering team, which operates from Adelaide and a large development hub in Sri Lanka.
Commercial details of the merger haven't been released.
Firehouse was founded in 2020 by Nilan Mihindukulasooriya and Nisal Karunathilaka, and has delivered digital products across sectors and markets.
Mortar said the merger will allow it to deliver end-to-end digital transformation, moving from advice and execution into platform development and advanced engineering.
James Zipeure, group CEO of Mortar Group, said the merger marked a step-change in capability.
“Mortar had already built a strong development foundation, but Firehouse changes our scale entirely,” he said.
“Mortar Tech is where everything connects, strategy, creative thinking, and engineering execution, all working together in one flow. That makes us faster, sharper, and more ambitious in what we can deliver.
“This merger and launch will help redefine our capabilities.”
Mortar Tech will design and build proprietary platforms and tools that strengthen Mortar’s positioning as a full-stack technology and performance partner, as more brands look to unify measurement, martech and digital execution.
Mihindukulasooriya, who co-founded Firehouse and now joins Mortar Tech as managing director, said the new structure would enable the team to build at scale.
“Firehouse has always been about taking bold ideas and turning them into reality for a range of enterprise clients,” he said.
“By merging with Mortar, we now have the platform to push that vision further. Mortar Tech will be where our engineering talent meets Mortar’s global ambition, creating products and solutions that can reshape markets.
“It’s about scale, but it’s also about ambition, and together we have both.”
The move comes as Mortar Group accelerates its international expansion.
The company recently opened a regional office in Singapore to serve major Asia-Pacific markets including Indonesia, Malaysia, Thailand, Vietnam, the Philippines, Japan, South Korea and India.
Shane Mitchell was appointed to lead Mortar’s regional business as APAC strategy director.
Earlier this month, former Yahoo APAC head and oOh!media chief revenue and growth officer Paul Sigaloff was named global chief customer officer.
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