Today we’re delighted to announce that Sagacity is joining Accenture Song in the UK and Ireland.

It’s a proud moment for everyone who has been part of our journey, and an exciting step towards our ambition of helping every organisation truly understand its customers.

Where we’ve come from

Anita Dougall, Malka Townshend and Harry Dougall founded Sagacity in 2005 with a simple goal: help organisations understand their customers and use that insight to make a real difference.

Since then, we’ve had the privilege of working with some of the UK’s best-known brands, as well as smaller challenger brands, across a range of sectors including utilities, retail, banking and telecommunications.

Our approach has always been outcome-led and consultative. We combine proprietary, permissioned data with advanced analytics and more than two decades of operational experience to solve complex, high-value problems, often delivering more than 10x ROI within six months.

Over the past five years we have grown to more than 300 clients and achieved a world class NPS of +95. We’ve brought in exceptional talent, launched Sagacity Dot, our self-serve customer intelligence platform, and strengthened our data and insights offering through the acquisition of REaD Group.

Why Accenture Song

Our clients increasingly want to connect data, AI and operations to secure revenues and grow. Joining Accenture Song means our more than 140 specialists, our data assets and our AI-enabled technology will be backed by Accenture’s industry, technology and customer operations capabilities.

Together, we can help organisations turn customer insight into more personalised, proactive experiences at scale, from strategy and design through to implementation and operations, moving from insight to intelligent action faster than either of us could on our own.

“Joining Accenture represents an exciting opportunity to accelerate the impact our data, technology and people have,” said Anita Dougall, CEO and co-founder of Sagacity. “By combining our expertise, data and know-how with Accenture’s scale and innovation capabilities, we can help more organisations deliver meaningful business results.”

“Our talented people have always been at the heart of Sagacity,” said Malka Townshend, co-founder. “This is a fantastic opportunity for our team to grow, learn and do their best work as part of Accenture Song, while staying true to our values and continuing to deliver outstanding results for our clients.”

Harry Dougall, co-founder, added: “Our data and customer intelligence have always been about delivering real, measurable outcomes. With Accenture’s scale and capabilities behind us, we can take that further and faster for more organisations than ever before.”

What this means for our clients, suppliers and partners

The team you know and trust isn’t going anywhere, and the way we work with you won’t change. What does change is what we can now do for you, with access to a wider range of capabilities and the scale to deliver even bigger outcomes. Your usual Sagacity contact will be in touch personally, and we’d love to talk you through what this means for you.

Thank you to everybody who has believed in us and helped us on our journey

To the Sagacity team: this is your achievement. Your passion, expertise and care for our clients have built a business we’re incredibly proud of.

To our clients, suppliers and partners: thank you for your trust and support. You’ve helped shape our journey, and we’re looking forward to the next chapter together.

And to Queen’s Park Equity (QPE): thank you for five years of partnership, challenge and support. We wish you every success as you continue to help more businesses like ours grow.

Read the full announcement here: https://newsroom.accenture.com/news/2026/accenture-acquires-sagacity-solutions-to-scale-ai-driven-customer-intelligence-across-accenture-song-s-uk-ireland-operations