Aptitude 8 and OBO are merging! Read the announcement here.
Let me take you behind the scenes of how we got here. Mergers usually start with long meetings, endless due diligence, and a lot of “does this even make sense?” moments. But this one? It was different.
I first crossed paths with OBO and we chatted a bit and it’s like, “Sure, but do we really align?”
Then, I saw their pitch deck. And for a second, I thought maybe I was looking at ours. No joke – it was almost a copy-paste situation. Their services, their approach to client solutions, even how they structured their processes – it was eerily similar. That’s when I knew we were onto something.
Here’s the deal: Aptitude 8 has spent years building and we’ve scaled fast, built out an incredible team, and developed a reputation for being the go-to for complex HubSpot solutions. And OBO? They’re right there with us. We’ve bumped into them on the opposite end of the table at high-stakes deals and both of us pushing HubSpot’s technical limits.
When I dug into their operations, it became obvious that this wasn’t just a surface-level similarity. We were both solving the same problems, in the same way, for the same types of clients. It was like we’d been working together all along, we just hadn’t signed the paperwork yet. So, when the conversation turned to merging, it wasn’t a question of if—it was more like, why didn’t we do this sooner?
Sure, mergers are exciting, but what really gets me fired up about this one is what it means for our clients and our teams. OBO brings some killer technical leadership and delivery expertise to the table. They’ve got the kind of strategic brains that perfectly complement our operational infrastructure. Basically, they can fill in the gaps we didn’t even know we had, and vice versa. It really is that rare 1+1=3 scenario.
By merging, we’re building something that neither of us could have done alone. More talent, more capabilities, and more firepower to take on bigger, more complex challenges in the HubSpot ecosystem. This is us doubling down on being the absolute best at what we do – and doing it together.
And we’re doing it all under the Aptitude 8 brand except now, we’re bigger, smarter, and ready to dominate.
In short, this is just the start of something huge. Stay tuned.
When we first started OBO back in 2016, we weren’t quite sure where the road would lead. But over time, we realized that the HubSpot ecosystem was where we could make the biggest impact, and we’ve been laser-focused on building a technical consulting firm that could compete with the best. So, when the opportunity to merge with Aptitude 8 came up, it just made sense.
We’ve admired Aptitude 8 for a long time—honestly, we saw them as one of the very few firms in the HubSpot space that operated the way we do. Over the past few months, we’ve had the chance to really get to know their team, and we couldn’t be more excited about bringing our teams together to create something truly special.
One of the most exciting things about this merger is that it feels like a perfect match. Aptitude 8 has built a world-class brand in the HubSpot ecosystem, and they’ve invested heavily in their operational infrastructure. On our side, we bring deep technical expertise and strategic consulting capabilities that align perfectly with what A8 already offers. Together, we’re building the number one HubSpot technical consulting firm—something we couldn’t achieve alone.
This isn’t just a case of combining forces for the sake of it. It’s about filling in the gaps that each of us had. Aptitude 8 has the sales, marketing, and back-office operations that will help us scale faster, while we’re bringing in technical leadership and delivery expertise to take things to the next level.
We’re stronger together.
What made this merger even more of a no-brainer was how aligned we are culturally. Both Aptitude 8 and OBO have a people-first mindset, and that’s something we’re fiercely proud of. As we went through our meetings with their leadership team, we found ourselves nodding along to everything they said because it was like we were talking to a mirror. We have the same vision, the same goals, and we even pitch our services in the same way.
Whether you’re looking for CRM implementations, custom development, integrations, or strategic consulting, we’ve got you covered with a team that’s more capable than ever.
We’re not just merging two firms. We’re creating a powerhouse that will set the standard for what’s possible in the HubSpot ecosystem. We can’t wait to see what we’ll accomplish together.