Ilaria Acquires HubSpot Partner Concentrate

Why It Matters

The acquisition gives Ilaria a proven HubSpot practice, positioning it to capture rising demand for AI‑enabled CRM services in the APAC region and to expand beyond traditional managed services into revenue‑growth consulting.

Key Takeaways

• Ilaria adds HubSpot expertise to its digital transformation portfolio.
• Concentrate’s 20% annual growth fuels Ilaria’s APAC expansion.
• Founders Williams and Scott remain to lead post‑acquisition operations.
• HubSpot impact awards bolster Ilaria’s market credibility.
• Service offering now spans CRM, automation, and AI for SMBs.

Pulse Analysis

Ilaria’s rapid rise since its 2025 launch reflects a broader shift among managed service providers toward integrated digital transformation capabilities. By adding a specialist HubSpot partner, Ilaria can now offer end‑to‑end CRM implementation, automation, and AI‑driven insights—services that were previously outside its core MSP portfolio. This move aligns with enterprise demand for unified platforms that streamline marketing, sales, and service functions, especially as businesses seek to accelerate growth in a competitive APAC landscape.

Concentrate has built a reputation as one of the most experienced HubSpot implementers in the Asia‑Pacific region, earning multiple global HubSpot impact awards in 2023 and 2025. Its reported 20% year‑over‑year growth underscores strong market traction for AI‑powered CRM solutions across technology, manufacturing, and financial services sectors. Retaining founders Greg Williams and Owen Scott ensures continuity of expertise and client relationships, while the acquisition provides Ilaria with immediate access to a seasoned team and a pipeline of high‑value contracts.

For the regional market, the combined entity creates a compelling alternative to larger consulting firms that often bundle services at premium rates. Mid‑market firms in Australia, New Zealand, and Hong Kong can now tap a single provider for cloud infrastructure, automation, and sophisticated HubSpot integrations, accelerating time‑to‑value. As AI becomes embedded in CRM platforms, Ilaria’s expanded capabilities position it to capture a larger share of the growing demand for data‑driven revenue growth solutions across the APAC region.

Deal Summary

Sydney‑based managed service provider Ilaria has acquired HubSpot partner Concentrate, expanding its advisory services and AI‑powered CRM capabilities across Australia, New Zealand and Hong Kong. The deal, announced on May 11 2026, will see Concentrate’s founders Greg Williams and Owen Scott continue to lead the business under Ilaria’s ownership.