Refine Labs Acquires MOBI Solutions to Boost Marketing Operations

Refine Labs has acquired MOBI Solutions, a marketing operations and analytics agency. The deal marks the company's first acquisition under its strategy to expand capabilities across the go-to-market lifecycle. MOBI Solutions, founded by Rachel Squire, specializes in analytics-driven marketing operations and supports platforms like HubSpot, Marketo, Clay, HockeyStack, and Salesforce.

The acquisition aligns with Refine Labs' growth strategy, which focuses on a Brand > Demand > Expand model. MOBI's expertise in marketing operations and analytics adds a critical layer to Refine Labs' offering, connecting marketing systems, data, and processes with the broader go-to-market engine. The deal is part of Refine Labs' broader plan to acquire agencies with complementary capabilities that enhance its platform for customers.

Refine Labs emphasizes that the acquisition is not just about expanding its agency portfolio but also about integrating a discipline it previously lacked in-house. MOBI's experience with key marketing technologies gives the combined business deeper expertise in systems that support modern marketing and revenue teams. Future acquisitions will depend on factors like customer fit, capability fit, economics, and cultural alignment.

For existing customers, Refine Labs assures continuity, with current teams and ongoing projects remaining unchanged. The MOBI team will join Refine Labs, and both companies share a culture centered on ownership, direct communication, and an analytics-first approach. Over time, Refine Labs plans to develop marketing operations and analytics into a core part of its broader offering.