Bond, the customer intelligence-driven engagement company, announced it has acquired JAM CRM, one of North America’s largest independent CRM agencies.
The acquisition reflects a simple belief: the customer relationship is the center of how brands grow. Customers want brands to recognize them, anticipate what they need, and respect how they want to be engaged. They don’t see a difference between a loyalty program and a brand’s emails, app, product or service, and neither should the brands that serve them. Connected loyalty is bigger than points. It means growing lifetime value, keeping the best customers longer and using what known customers reveal to find more customers like them. Together, Bond and JAM give brands the strategy, data, creativity and technology execution to build those relationships at scale.
The acquisition is in direct response to more brands connecting loyalty and CRM to better meet customer needs and expectations. “Every brand says it puts the customer first. Far fewer can prove it in every interaction,” said Morana Bakula, president and CEO of Bond. “Customers notice when a brand remembers them, anticipates what they need and knows when to step back. In the years ahead, that trust will separate the brands that grow from the brands that stall. The brands that win will use what they know to be more thoughtful, not just more frequent, and that only works when loyalty and CRM share the same understanding of the customer. Building those relationships has always been Bond’s work. Armadillo and JAM extend it, adding depth and reach for the global brands that count on us to drive lasting customer growth.”
Also Read: Smartly Launches Intelligence Pro to Connect Campaign Planning, Performance and Incrementality
JAM is Bond’s second CRM acquisition in a year, following its purchase of UK relationship marketing agency Armadillo in November 2025. Bond now boasts more than 900 team members across North America and Europe, working in loyalty, CRM and customer experience. “We look for partners who share our values and raise our game, and JAM does both,” added Bob Macdonald, founder and Chairman of Bond. “This acquisition continues a deliberate growth strategy. It strengthens Bond’s position across North America and Europe as the partner brands choose when the customer relationship matters most.”
Business as usual for clients, with more behind them
Nothing changes day to day for JAM’s clients. The agency will operate as JAM CRM, a Bond Company, and CEO Andrea Cook will continue to lead JAM through its integration with Bond. Over time, JAM clients can draw on Bond’s broader resources, proprietary tools and added data science capability where it helps their programs. Bond’s clients, in turn, gain a deeper bench of CRM specialists, known for getting more out of the platforms brands already own, like Salesforce, Adobe and Braze.
“Brands stopped having a digital strategy years ago. Digital is simply how business works now. The personal relationship between a brand and each customer is on the same path,” said Andrea Cook, CEO of JAM CRM. “AI makes it possible, but the relationship is the point. JAM’s expertise is individualization: bringing a sophisticated, personal experience to every customer touchpoint. Bond brings scale and deep expertise across CX, loyalty and more. At this moment in the market, that combination is hard to match. I can’t think of anything more valuable for brands and their customers than what we can deliver together.”
SOURCE: PRNewswire