Mortar & Firehouse merge to form Mortar Tech for global growth
Mortar Group and Firehouse Technology have merged to form Mortar Tech, a new entity that aims to strengthen its development and delivery capabilities for clients worldwide.
The merger sees Mortar Group, which operates a performance intelligence platform for marketers, combine resources with Firehouse Technology, an Adelaide-based development business. The new company, Mortar Tech, is expected to design, build, and scale proprietary platforms, digital products, and advanced tools to enhance Mortar's services from measurement through to execution.
Mortar Group has maintained its own development teams, but leaders say the addition of Firehouse Technology significantly expands the group's delivery and technical capabilities. Firehouse operates a development hub in Sri Lanka and has delivered projects across various industries and countries since its founding in 2020.
Expanding Footprint
With this merger, Mortar Group looks to bolster its position as a partner for organisations seeking to implement proprietary technology solutions globally. Mortar Tech will combine Mortar's marketing intelligence focus with Firehouse's software development expertise.
Firehouse is led by Managing Director Nilan Mihindukulasooriya and Nisal Karunathilaka. The company's dual operations in Adelaide and Sri Lanka enable it to combine entrepreneurial agility with technical expertise, providing a blend of innovation and cost efficiency for its clients. Over the past several years, Firehouse has established a reputation for delivering efficient solutions to complex briefs.
Mortar Tech will also enable the combined group to transition from advising and executing strategies for clients to inventing and building customised solutions in-house. The firm aims to provide a single destination for strategy, creativity, and engineering, supporting clients through full digital transformation projects.
Leadership Commentary
James Zipeure, Group CEO of Mortar Group, said:
"Mortar had already built a strong development foundation, but Firehouse changes our scale entirely. Mortar Tech is where everything connects, strategy, creative thinking, and engineering execution, all working together in one flow. That makes us faster, sharper, and more ambitious in what we can deliver. This merger and launch will help redefine our capabilities."
Nilan Mihindukulasooriya, Managing Director of Firehouse Technology, commented on the merger:
"Firehouse has always been about taking bold ideas and turning them into reality for a range of enterprise clients. By merging with Mortar, we now have the platform to push that vision further. Mortar Tech will be where our engineering talent meets Mortar's global ambition, creating products and solutions that can reshape markets. It's about scale, but it's also about ambition, and together we have both."
Regional Development
The launch of Mortar Tech follows the group's recent international expansion with the opening of an office in Singapore. This hub oversees strategy, delivery, and market development across key Asian markets, including Indonesia, Malaysia, Thailand, Vietnam, the Philippines, Japan, South Korea, and India. Shane Mitchell, appointed as APAC Strategy Director, leads the company's operations in the region.
In September, Mortar also appointed Paul Sigaloff as Global Chief Customer Officer. Sigaloff, previously the Chief Revenue and Growth Officer at oOh!media and APAC Head of Yahoo, assumes the newly created position, designed to accelerate Mortar's worldwide growth and reinforce its focus on customer priorities.
Core Services and Technical Capabilities
Mortar's platform is used by clients in the retail, automotive, and fast-moving consumer goods (FMCG) sectors to unify data systems, including CRM, CDP, and advertising platforms. The company positions itself as an independent, privacy-safe measurement platform, offering tools for marketing mixed modelling (MMM), incrementality testing, and digital tracking.
Firehouse Technology, specialising in Safe AI and data analytics, brings expertise in delivering secure and transparent solutions that emphasise privacy and responsible artificial intelligence. Their Safe AI framework and cost-effective delivery model distinguish them in the technology sector.
With the creation of Mortar Tech, both companies aim to deliver an integrated suite of services that combines data, planning, automation, and insight, offering businesses capabilities to make informed decisions and support measurable growth.