Traction on Demand acquires New Zealand-headquartered Trineo

North America’s largest dedicated Salesforce consulting and application development firm, Traction on Demand (headquartered in Canada) has acquired the business and assets of New Zealand-headquartered Salesforce partner, Trineo.


Traction’s expansion into Australasia brings together two leading Salesforce software consultants and application developers, while continuing to grow Traction’s footprint in Australasia. Most of Trineo’s employees have transferred to Traction as part of the transaction.


Leading law firm, MinterEllisonRuddWatts advised Traction on the acquisition.


The law firm’s team was led by Corporate partners Mark Stuart and Tom Maasland. The core transaction team included Senior Associate James Marriner, Employment Partner June Hardacre and solicitors Ursula Monney and Peter Wigglesworth.


Partner Mark Stuart said: “This was a fantastic opportunity for both Traction and Trineo. It is one of those rare times where two organisations have a real synergy and come together to provide the market and clients with an unparalleled offering of industry-leading expertise.”


The team advised on all New Zealand aspects of the transaction including completing focused due diligence on specific aspects of the Trineo business, assisting Traction with negotiating the asset sale and purchase agreement, and providing Traction’s HR and People team with advice regarding the onboarding of employees in New Zealand.  Buddle Findlay advised Trineo.