Genpact Expands Its Experience Business, Rightpoint, with the Acquisition of Hoodoo Digital

Genpact Expands Its Experience Business, Rightpoint, with the Acquisition of Hoodoo Digital

Genpact, a global professional services firm focused on delivering digital transformation, announced the expansion of its experience business, Rightpoint, with the acquisition of Hoodoo Digital, a digital experience consultancy with deep expertise in Adobe solutions.

The acquisition furthers Genpact’s strategy to fuse experience and process innovation to help clients drive end-to-end digital transformation and win in the growing experience economy. This is the latest in a series of investments Genpact has made over the last five years – including its acquisition of Rightpoint in 2019 – to build world-class experience expertise to help its global clients drive meaningful transformation that puts people at the center – from employees to customers and consumers.


Hoodoo Digital has deep expertise creating innovative customer experiences for leading companies across multiple industries and is a Platinum-level Adobe solution partner. The acquisition expands Rightpoint’s capabilities to help clients to manage their content, commerce, and marketing operations across the enterprise, driving smarter insights and more strategic impact.

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“Today’s companies need agile, experience-centered operations that can quickly mine data to drive actionable insights to compete in a digital world of constantly evolving business models,” said Katie Stein, chief strategy officer and global business leader, enterprise services, Genpact. “The combination of Rightpoint’s tremendous experience expertise with Hoodoo Digital’s deep knowledge of Adobe solutions will allow our clients to speed their customer experience transformations to drive growth.”

Hoodoo Digital’s expertise with Adobe Experience Manager and other Adobe applications adds to Rightpoint’s existing capabilities to provide clients with an end-to-end solution that seamlessly integrates digital content, ecommerce, data analytics, and marketing operations. Adobe cites Adobe Experience Cloud applications as its largest market opportunity, with a total addressable market of $110 billion in 2024.

“Embracing a connected ecosystem of data and content is the key to creating the best experiences, whether for customers or employees,” said Ron Shamah, chief executive officer, Rightpoint. “Hoodoo Digital’s deep knowledge of Adobe solutions is a critical unlock to advance Rightpoint’s leadership in delivering superior experience-led transformation.”

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Hoodoo Digital is headquartered in Salt Lake City, Utah and founded in 2017 by digital strategists with decades of expertise in successfully driving user experience, digital marketing, and design solutions for clients.

“Hoodoo Digital and Rightpoint share a common vision to enable companies to provide the best experiences possible for their customers,” said Andy Wakefield, Hoodoo Digital’s co-founder. “Bringing our teams together expands our design and strategy capabilities and provides an incredible talent pool to jointly design winning solutions that drive revenue growth for our clients.”

With the acquisition, Rightpoint becomes a Platinum Partner in the Adobe Solution Partner Program. Platinum partners are a select group of regional companies that have earned a higher designation in a particular Adobe geographic area. Platinum partners develop specialized Adobe practices across multiple Adobe Experience Cloud solutions.

“As an Adobe solution partner, Hoodoo Digital is extremely knowledgeable in Adobe Experience Cloud applications and has a strong track record of delivering digital experience solutions that fit the needs of their customers,” said Tony Sanders, senior director, Americas Partner Sales, Adobe. “We are excited for our customers who will benefit from the strength of this combined company and look forward to continuing to collaborate with Hoodoo Digital and congratulate Rightpoint on its growth within the Adobe partner family.”

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