- Date
- June 3, 2026
- Kind
- Acquisition
- Significance
- Moderate
On June 3, 2026, Sitecore announced it was acquiring Scrunch, a company that sells software to help brands appear accurately in AI answers.
What Sitecore said
- Terms were not disclosed.
- Scrunch’s product, AXP, serves more than 500 brands and agencies.
- Scrunch will continue as “a Sitecore company”.
CMSWire relayed a Bloomberg report that the price was about $225 million. We mention that as a press report only; Sitecore did not confirm it.
Why it matters
A digital experience platform buying an AI-visibility specialist shows the capability being folded into content and experience suites, a few months after Profound's $1 billion valuation showed the specialists' worth.
What happened next
Sitecore said Scrunch would continue under its own name; the integration plan and any price change were not set out in the sources we reviewed.