Dear Friends, Customers, Partners, and Community,

Today, I’m thrilled to share a big step forward for CultureConnect. Since founding the company nearly seven years ago, we’ve successfully helped cultural organizations across the United States and Canada engage with millions of visitors onsite, online, and on personal devices.

What we have achieved is impressive – creating a new technology that not only meets audiences’ evolving and expanding demands, but also sets the standard for how museums create compelling and scalable digital content.

We have a big vision for driving technology forward in the cultural sector. Now, we can achieve this on a global scale: it is my great pleasure to announce that CultureConnect has been acquired by Axiell.

Based in Sweden, with 11,300 customers across 58 countries, Axiell is the uncontested global leader in collections management solutions for the cultural sector. Like us – they provide a best-in-class software that empowers museums to better serve their communities.

We began partnering with Axiell back in 2019, and quickly came to realize the opportunity of more closely aligning our technologies and operations. Heading into 2020, both companies were poised to achieve historic growth. COVID-19 accelerated the need for museums to generate digital content, publish, and monetize their virtual offerings in new ways. This trend cemented our growth and the power and impact of working together.

Today’s news is game-changing as we become the cultural sector’s first end-to-end technology solution. By connecting Axiell’s collections management systems with our audience engagement software, we are uniquely positioned to help museums, libraries, archives, and cultural organizations around the world grow their reach and revenue.

So, what’s next?

  • For our current customers – the product offering will only grow stronger. Being part of a global company means new tools, expanded integrations, greater customer-centricity, and bigger possibilities – all while working with the same amazing team.
  • For visitors (online and in-person) – our technology enables museums to provide exceptional interactive experiences that aren’t found elsewhere. Continuous innovation in the form of new features and functionality will ensure museums stay ahead of the curve, making collections accessible and engaging across channels and devices.
  • For the industry at-large – we will stay on the leading-edge of digital evolution, delivering new offerings around audience engagement and operational excellence. In ten years, the way people experience cultural institutions will be vastly different than it is today, and this will be in large part because of us.

A heartfelt thank you to my incredible team. Their hard work and vision are what made it possible for us to create an innovative technology company that today achieves a milestone few businesses ever reach. Their tireless dedication and creative thinking are the engine that led us here, and I am beyond excited to build this next chapter together. I look forward to continuing to serve as CEO, while also taking on the new role of helping shape the digital future of the Axiell Group.

I’m thrilled to take CultureConnect to the next level! Check out Axiell’s press release here, reach out to us anytime to learn more, and look out for updates as we embark on this next leg of the journey.


Samantha Diamond

Founder & CEO, CultureConnect

VP, Digital Engagement, Axiell

September 22, 2020