This founder-led acquisition brings together Air Marketing's phone-led outbound expertise with Cleverep's strengths in data, AI, email prospecting and the DACH market, creating a stronger multichannel outbound offering for both sets of clients, across the UK, US and Europe.
Air Marketing is delighted to announce that it has acquired Cleverep — a Barcelona-based business — uniting two specialist B2B outbound sales businesses and their complementary strengths. The integration and merging of these two businesses creates an exciting new force in European outbound.
Air has built its reputation in the UK through phone-led prospecting, outsourced SDR delivery and the ability to run outbound programmes at scale. Cleverep which, while based in Barcelona, specialises in the German-speaking DACH market, has developed deep expertise in intelligent data, AI and email-led prospecting since 2022. Together, these complementary capabilities create new opportunities for clients across the UK, Europe and wider international markets.
The fit extends beyond channels and geography. Air Founder and CEO Owen Richards and Cleverep Founder and CEO Fabian Lindner share the belief that effective outbound combines proven sales expertise (humans) enabled by intelligent use of technology and data. That common ground shaped the deal from the first conversation through to the final signature.
"We have always believed in the power of a well-timed, well-handled phone conversation, but the strongest outbound programmes do not live on one channel. Cleverep has built something genuinely smart around data, AI and email, and the team understands the DACH market in a way that cannot be replicated from a desk in the UK. Combine that with our people, calling expertise and ability to scale, and the opportunity is obvious." — Owen Richards, Founder and CEO, Air Marketing
For Air clients, the acquisition brings immediate access to established DACH expertise, multilingual capability and a team on the ground in Europe. Cleverep also brings more than an additional outreach channel: its data targeting processes, AI-supported qualification and data tools will strengthen how campaigns identify the right accounts, develop relevant messaging and prioritise outreach. Over time, these capabilities will support Air's wider client base, improving the intelligence behind its proactive, one-to-one phone prospecting and helping teams generate stronger results in both quality and volume.
For Cleverep clients, Air provides the scale to develop the phone element of Cleverep's multichannel programmes much faster than would have been possible independently. Clients will gain access to experienced calling teams, multilingual delivery, international campaign coverage and the established processes and operational standards of a larger outbound organisation. These capabilities will sit behind the existing Cleverep team, allowing the business to move faster while staying focused on what it does best.
"From the start, it felt as though we had been solving the same challenge from different angles. Cleverep brings the data, AI, email expertise and DACH knowledge; Air brings deep calling experience, operational scale and an established UK presence. Together, we can offer something neither business could deliver alone. Just as importantly, Owen and I were aligned from day one on how clients and people should be treated. That made the decision feel right personally as well as commercially." — Fabian Lindner, Founder and CEO, Cleverep
Cleverep will retain its name, Barcelona base and existing team, with no roles being removed as a result of the acquisition. Its clients will continue to work with the same trusted contacts in the same way they do today. Air's clients will also see no forced change to their existing service. New capabilities will be available when they are relevant and when clients choose to use them.
"For existing clients, the message is straightforward: nothing changes unless you want it to. You keep the team and service you know. What changes is the strength behind them — better data, deeper channel expertise, more international coverage and more capacity to grow. This is not about bolting on services for the sake of it. It is about choosing the right mix for each client and helping them get better results from outbound." — Owen Richards, Founder and CEO, Air Marketing
What does this mean for you?
Discover how Air + Cleverep gives you access to broader European coverage, smarter data and a stronger multi-channel outbound capability.
Over the next 12 months, Air and Cleverep will bring their people, expertise and technology together to create a truly joined-up, multichannel outbound offering. By combining smarter data, AI-supported targeting, email-led prospecting and proven phone expertise, the group aims to deliver stronger conversion, greater international reach and more value from every pound or euro that clients invest. The focus will be on building shared client success stories across the UK, DACH and wider markets, while preserving the trusted teams and service clients value today.
