Horizon-backed Sabio Group acquires CX solutions specialist Anana with support from GCS

GCS (formerly GRAPH Strategy) is pleased to have provided Commercial Due Diligence to Sabio Group on its acquisition of Anana, a UK- and South Africa-based customer experience (CX) solutions specialist and award-winning Genesys partner.

The acquisition strengthens Sabio’s position as a leading European CX provider, enhancing its multi-vendor capabilities and adding scale across EMEA. It also further builds on Sabio’s established partnership with Genesys, following the earlier additions of Coverage Group in France and Team Vision in Spain.

Founded in 2001, Anana delivers customer engagement and digital transformation solutions for leading brands including Dŵr Cymru Welsh Water, Marks & Spencer, and Vodacom. The company is recognised for its expertise across the Genesys Engage and Genesys Cloud platforms, supporting enterprise clients to design, deploy, and optimise high-performance customer experience operations.

The transaction forms part of Sabio Group’s ongoing growth strategy under Horizon Capital ownership, which has seen the company complete multiple acquisitions across Europe and Asia to expand its product portfolio, geographic reach, and technology ecosystem.

GCS’s work focused on assessing Anana’s market position, service capabilities, customer relationships, and strategic fit within the broader CX technology and managed services landscape.

The GCS team on the transaction was led by James Tetherton and Phil Craig.