Adobe is Acquiring for $1.275 Billion

Adobe has announced that it will be acquiring the company behind popular collaborative video production software of the same name,, for $1.275 billion. Adobe says it tried to create its own collaboration software on its own, but settled on buying because some customers were already using it in their workflows. takes the frequently time consuming process of reviewing edits and footage, and makes it asynchronous and on the web, Google Workspace-style. Editors, clients, and whoever else can use the company’s cloud-based software to store and view footage, and leave feedback on edits, just by sharing a link. also offers integrations with popular video editing software like Adobe’s Premiere Pro, Apple’s Final Cut Pro, and Avid Media Composer. will operate independently until Adobe’s deal closes, after which the company’s founders, CEO Emery Wells and co-founder John Traver, will join Adobe. Wells will continue to lead the team and report directly to Adobe’s chief product office Scott Belsky, Adobe says.

In a statement on the acquisition, Wells adds “the product you know and love is not going anywhere,” and says Adobe’s ownership will offer more resources, and closer integrations with Premiere Pro and Creative Cloud. will also continue supporting non-Adobe software like Final Cut Pro, Avid, and DaVinci Resolve, according to Wells. has raised $90 million in venture funding over its lifetime, and in November 2019, announced a $50 million Series C led by Insight Partners that included participation from Accel, FirstMark, SignalFire and Shasta Ventures. Accel led the company’s seed and Series A rounds in 2015.

Not outlined in either announcement is what subscribing to will look like in the future once the deal closes. Currently you can use a limited version of for free, or pay $15 per month, $25 per month, or custom enterprise pricing for varying amounts of cloud storage and users. It’s not hard to imagine those plans getting seamlessly integrated into a Creative Cloud subscription at some point in the future.

Adobe said in a statement, “Whether it’s the latest binge-worthy streaming series, a social media video that sparks a movement, or a corporate video that connects thousands of remote workers, video creation and consumption is experiencing tremendous growth…Today’s video workflows are disjointed with multiple tools and communication channels being used to solicit stakeholder feedback.”

Adobe’s made moves to add its own collaboration features into Premiere Pro, Photoshop, and Illustrator in the past, but nothing that seems quite the same as Buying the company could naturally sweeten the deal for anyone who’s already a Creative Cloud subscriber, while strengthening Adobe’s tight hold on the creative industry as a whole.


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