Rubicon-backed Personify Buys Wild Apricot


Personify announced today the acquisition of Wild Apricot, a top-rated membership management software provider, to further their shared mission of serving and empowering constituent-focused organizations.

Wild Apricot is the leading membership management software for small associations, clubs and nonprofits with proven success, including:

Serving over 22,000 organizations and 7 million members

Holding an international client base, with 21% of its clients outside the United States and a strong presence in Canada, the United Kingdom, Australia and New Zealand

Double digit growth year-over-year by being a customer-first, product-centric, and user experience driven software company

“Adding Wild Apricot to the Personify family allows us to now serve more than 30,000 organizations and 75 million members,” said Eric Thurston, Personify CEO and President. “Personify has been leading the way for large organizations for more than 20 years. With Wild Apricot, we add the #1 ranked membership management software for small associations, clubs and nonprofits for 5 years running.”

The acquisition scales Personify’s strategy to expand and modernize the tools, resources, capabilities, and solutions available to constituent-focused organizations of all sizes. In 2015, Personify acquired Small World Labs, an online community and social collaboration platform to better serve its clients by becoming the industry’s only complete constituent engagement platform. In April 2017, Personify continued the initiative with the launch of PersonifyGO, a modern, intuitive browser-based interface for Personify360.

“What attracted us to Wild Apricot was their commitment to building software that is easy-to-use, cloud-based and accessible any time, anywhere and on any device. That aligns perfectly with the strategic direction of both Personify360 and Small World Community product offerings,” continued Thurston. “We surveyed the market and Wild Apricot is the best in class for smaller organizations.”

Going forward, Personify will continue to invest heavily in its full set of solutions, including Personify360, PersonifyGO, Small World Community and Wild Apricot. “It’s the perfect marriage. For 11 years, Wild Apricot has made it our mission to help small associations, clubs and nonprofits succeed. Personify shares that vision for the world and we can now work together to serve constituent-based organizations,” said Dmitry Buterin, CEO of Wild Apricot. “Joining forces will allow both Personify and Wild Apricot to serve our clients and the market better.”

Personify is owned by Rubicon Technology Partners, a private equity firm that invests in enterprise software businesses with proven products and talented management teams.

About Personify

Personify is the leading solution provider that empowers the best constituent-focused organizations to succeed. Personify’s suite of products and services enable organizations to better understand, engage, manage, and monetize the relationships with their constituents in a manner that benefits everyone involved. As an organization’s technology foundation, Personify captures and provides insight across all constituent interactions, allowing them to maximize engagement and drive revenue. More information is available at

About Wild Apricot

Wild Apricot provides an all-in-one membership management software to over 22,000 small associations, clubs and nonprofits to help them manage their website, membership, events, emails and payments. More information is available at

About Rubicon Technology Partners

Rubicon Technology Partners invests in enterprise software companies with proven products and talented management teams. Rubicon helps companies drive sustainable, long-term growth by leveraging its extensive operating experience and proven framework for partnering with founders and management teams. With offices in Menlo Park, CA and Stamford, CT, Rubicon has over $850 million in cumulative capital commitments. For more information, please visit

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