Rush acquires Pixel Fusion to target GLAM, education & energy
RUSH has acquired Pixel Fusion, a digital services firm, in a move that expands its reach into the education, energy and GLAM (galleries, libraries, archives, museums) sectors, as well as enhancing its managed services capabilities.
The acquisition represents the next phase in an existing relationship between the two companies, with both organisations bringing together their teams and expertise. Financial details of the deal were not disclosed.
RUSH stated that the purchase will provide significant growth in recurring revenue, a strategic focus for the firm, while also enabling expansion into the GLAM market and strengthening its capabilities in education and energy.
Growth strategy
"This is an important milestone in our growth strategy, bringing together complementary expertise and proven track records," said Danushka Abeysuriya, CTO & Founder at RUSH. "Pixel Fusion has built an impressive portfolio of long-term client relationships, and when combined with our evolving services in AI-augmentation, cybersecurity and ProductOps, we're even better prepared to meet the needs of clients for the digital future."
According to the announcement, Pixel Fusion's existing clients - including Intellihub, MOTAT, and The Energy Collective - will gain access to expanded resources and services through RUSH's infrastructure and team. This will provide broader solutions for these clients, while maintaining the personal approach and standards they are familiar with.
The integration of the two firms is expected to enable the delivery of more comprehensive digital solutions, particularly for organisations in GLAM, education and energy sectors. RUSH currently provides services in areas including AI, digital strategy, customer experience, and cybersecurity.
Pixel Fusion's legacy
Pixel Fusion was founded over 17 years ago by Craig Boxall, who established the company as a partner for digital transformation projects across various sectors. Boxall is now focusing on a new project, Nexties, an EdTech start-up, as he transitions away from Pixel Fusion.
"The acquisition provides both our team and our clients with enhanced capabilities and resources," said Boxall. "I'm confident that RUSH will continue to deliver the high-quality service our clients expect whilst I focus on my new venture in EdTech."
Boxall's involvement in education and EdTech continues a long-standing commitment to digital innovation in New Zealand's technology sector.
RUSH pointed to the shared values between the two firms, highlighting a collaborative relationship which preceded the acquisition. Both are headquartered in Auckland and have served clients across commercial, government and not-for-profit sectors.
Client impact
RUSH indicated that the integration will enable it to provide a broader range of services, particularly in managing digital systems and maintaining ongoing client partnerships. Pixel Fusion's experience in the GLAM sector was noted as particularly significant for RUSH's future growth strategy.
The acquisition is part of a series of changes in New Zealand's technology and professional services sector in recent years, as firms seek to expand their offerings and enter new markets. Industry observers note that recurring revenue and sector-specific expertise are increasingly important as clients seek digital transformation, robust cybersecurity, and new approaches to technology integration.
With around 100 staff, RUSH said it remains focused on delivering products and services for a range of organisations, including enterprises, government agencies, and start-ups, and plans to leverage Pixel Fusion's experience and relationships as part of its overall growth strategy.
