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Cohort which started out in our startup studio in 2022, co-founded by Seraphie de Tracy and Nathan Baraille, has been acquired by Brevo. A new chapter for a company that started out with loyalty engagement in web3.
When we partnered with Séraphie de Tracy, Cohort’s founder and CEO, we knew we were backing an entrepreneur with uncommon clarity. What we didn’t know yet was how quickly she would transform a bold idea into a product of such quality that a European CRM giant, Brevo, would decide to acquire it and make it part of their future.
At Hexa, Florent Quinti was the partner who helped launch and support Cohort, working closely with the founders from the very first days of the studio to this exciting milestone.
A web3 beginning
Cohort didn’t start out as the customer engagement platform it is today. In its earliest days, it was a Web3-native startup, called DropX at the time, exploring how blockchain, namely NFTs, could reinvent customer engagement.
That’s where Cohort showed its resilience: the decision to pivot. Rather than being locked into a technological trend, Cohort reframed their vision - to take the spirit of innovation from Web3 (community an engagement) and translate it into a product that global brands could adopt today.
A product built to last
Few startups, in their very first year, can claim global brands as clients. Cohort did. Just two months after launch, the company signed Etam as its first customer, then quickly went on to win other household names. A testament to Séraphie’s resilience and her deep understanding of both market dynamics and client needs.
From there, Cohort expanded rapidly. Today, the platform powers loyalty and engagement programs for leading brands across more than 10 countries - from France and the wider EU to the UK, Japan, Brazil, and South Korea. Everywhere, the mission has been the same: strengthen loyalty by building connections that are more meaningful, and more enduring.
That level of trust was earned by refusing to compromise on quality. Cohort’s platform wasn’t just functional; it was robust, elegant, and powerful enough to deliver real value to some of the world’s best-known brands.
A new chapter with Brevo
That’s why Brevo recognized in Cohort more than a promising startup. They saw a product of exceptional quality, one that perfectly complements Brevo’s all-in-one CRM. Cohort proved that loyalty can be reinvented. Now Brevo is scaling that vision globally.
With Cohort’s smart loyalty capabilities woven into Brevo’s CRM, brands can transform community activations, from UGC to social challenges and rewards, into true loyalty drivers. Customer relationships are no longer limited to transactions; they become lasting experiences.
Today, as Cohort joins Brevo, we celebrate not just an exit but the beginning of a new chapter, one where the DNA of a resilient startup fuels the ambitions of a European scale-up.