While sponsor-backed marketing-as-a-service provider 2X is actively exploring acquisitions, it expects to acquire at a slightly slower pace than in recent years, said founder Domenic Colasante.

After six acquisitions since 2023, the Malvern, Pennsylvania-based company is shifting focus from platform building to rounding out its offering and scaling operations, Colasante said. It will acquire to add specific capabilities, data assets, and industry expertise, said new CEO David DeWolf in a joint interview.

2X is selectively evaluating targets that support its development of a unified operating model, including vertical-specific expertise, DeWolf said. It expects to target companies in the USD 10m-USD 30m revenue range, moving slightly upstream from earlier acquisitions, Colasante said.

2X secured a secondary investment from global software investor Insight Partners in March 2025, less than two years after 2X’s initial backing from Recognize Partners. Colasante declined to comment further on ownership. The company operates across the business-to-business segment, with clients spanning software, professional services, financial services, healthcare, and manufacturing.

The executives described the broader market backdrop as highly dynamic, with disruption across software-as-a-service (SaaS) and traditional services providers creating increased M&A activity.

Companies across the spectrum, from legacy agencies to niche SaaS providers, are reassessing their strategies in response to artificial intelligence-driven change and are exploring strategic alternatives, DeWolf said.

“People are trying to figure out what the future looks like,” he said, noting inbound interest from adjacent companies seeking potential transactions.

Demand for outcome-based delivery is reshaping the marketing and broader services sectors, with clients increasingly expecting providers to deliver results rather than tools or standalone projects, Colasante said. He said this shift is pushing some technology companies to acquire services capabilities or build them internally, which could impact valuations across the sector and create divergence between recurring revenue-driven firms and project-based agencies.

2X is unique in combining services, technology, and AI into a single offering, the executives said. Alternatives include in-house teams, agencies, or specific technology vendors, but not a directly comparable integrated provider, Colasante added.

2X’s most recent acquisition was of Knownwell, a platform specializing in agentic AI engineering, commercial intelligence, and go-to-market (GTM) systems. DeWolf founded and was CEO of Knownwell and took over as CEO of 2X in conjunction with the acquisition last month. He had served on 2X’s board since 2023.

The transaction brings together 2X’s human-led GTM services with Knownwell’s agentic AI platform at a time when demand is growing for integrated GTM execution, according to DeWolf. The combined company aims to build what he described as a “human-agentic” operating model, integrating services, software, and AI to deliver outcomes rather than tools or labor alone.

The companies expect to complete integration within 90 days, DeWolf said, noting no advisors were used in the deal.

2X reported 397% three-year revenue growth as of August 2025 and continues to expand rapidly, Colasante said, declining to disclose financial figures. Existing and new investors valued the company at USD 400m in the recent deal with Knownwell, he said.

The executives said 2X is not pursuing a near-term exit, citing strong investor interest and a focus on long-term growth. “We’re building a business and trying to reinvent and change this category, and it’s got a long way to go,” Colasante said.

Knownwell had raised venture capital funding, with Sovereign’s Capital as a lead investor. The venture firm remains on 2X’s cap table following the deal, DeWolf said.

Willkie Farr & Gallagher provides legal services to 2X.