Internet Brands of El Segundo signed an agreement to acquire marketing platform Demandforce from Intuit Inc. on Friday for an undisclosed amount.
Mountain View’s Intuit bought Demandforce in 2012 for $424 million, but is selling the division as part of a corporate reorganization effort.
Internet Brands operates a portfolio of lead generation websites, including Dentalfind.com, eDoctors.com and Onlinesurgery.com, on behalf of health care clients. The company also operates numerous automotive, legal and travel websites.
Internet Brands is aiming to vertically integrate Demandforce’s small business email marketing and patient scheduling platform with its health care lead-generation websites.
“Demandforce's success in health-related categories including medical and dental practices aligns strategically with Internet Brands' intense focus on the same target markets," Chief Executive Bob Brisco said in a statement. “We look forward to integrating Demandforce's powerful platform and talented workforce with the Internet Brands portfolio to provide an enhanced experience for our customers.”
Demandforce will continue to operate from its San Francisco headquarters. The acquisition is expected to close in February. Once the deal closes, Internet Brands will boost its number of health care advertising clients to 50,000.