• by Ray Schultz , November 2, 2020

Twilio has completed its acquisition of customer data platform (CDP) Segment.

The deal, for $3.2 billion in Class A stock, was announced on October 12. 

Segment will become a division of Twilio, and Segment CEO Peter Reinhardt will continue to lead the unit.

Segment is a CDP devoted to unifying customer data across touchpoints and helping companies break down silos, states Jeff Lawson, co-founder and CEO of Twilio. 

In 2019, Twilio acquired SendGrid for a reported $3 billion in a move designed to offer a one-stop platform for managing email, voice, instant messaging and video. 

The Segment transaction will help SendGrid users send more relevant, timely and personalized emails, a spokesperson said last month. The capability extends beyond mail by fueling analytics, product and customer service. 

Earlier this year, Twilio acquired IoT startup Electric Imp for an undisclosed amount.

According to Twilio, it is aiming at a combined addressable market of $79 billion. 

Twilio has over 3,200 employees worldwide, and Segment adds more than 500.