How Sortlist accelerated its AI-driven growth through the acquisition of Overloop AI

The beginning

Sortlist had reached a strategic inflection point. After building a strong international marketplace connecting businesses with top-tier agencies, the next phase of growth required deeper technological differentiation and a stronger proprietary engine.

Overloop AI, a fast-growing AI-native sales automation platform, had developed technology that aligned perfectly with Sortlist’s long-term vision. What initially started as strategic discussions quickly evolved into a potential acquisition opportunity.

The turning point

The turning point came when it became clear that building similar technology internally would be slower, riskier, and less efficient than integrating an already proven AI product with a strong founding team.

Beyond technology, the acquisition offered Sortlist an opportunity to accelerate its expansion in the US market and embed AI at the core of its growth strategy rather than as an add-on.

At that stage, execution speed, deal certainty, and alignment between founders became critical.

From funding to closing

We supported Sortlist throughout the entire transaction lifecycle, acting as a hands-on sparring partner for both strategic and executional decisions:

• Structuring the transaction and defining the optimal acquisition framework
• Preparing and challenging valuation scenarios
• Leading negotiations with the founders of Overloop AI
• Drafting and negotiating transaction documentation
• Coordinating the legal, financial, and operational aspects through to closing

The result

Sortlist successfully acquired 100% of Overloop AI, completing the largest acquisition in its history.

The transaction immediately strengthened Sortlist’s product offering, reinforced its AI capabilities, and accelerated its international growth strategy, particularly in the United States.

For Overloop AI, the deal provided the right platform, resources, and strategic environment to scale its technology faster and reach a broader market.

What it means for founders

Strategic acquisitions are not only about numbers or legal mechanics. They are about timing, alignment, and execution.

This transaction illustrates how founders can use M&A as a growth lever when supported by advisors who understand both strategic ambition and operational realities. At dups, we combine legal, financial, and negotiation expertise into a single, founder-oriented execution model.