After its acquisition of MPP Global last year, Aptitude Software has rebranded to present its “fresh sense of purpose, energy and enthusiasm”.

Chief executive Jeremy Suddards (pictured) says acquisition of subscription management specialists MPP Global provided an opportunity to rethink the brand.

As well as expanding its product portfolio, Aptitude says it has significantly increased its client base and rapidly grown market share.

The branding follows research project across clients, partners and key stakeholders. “One of the key things to come out of the research was how passionate our people are - we literally love what we do,” Suddards says. “Our organisation is now made up of over 500 unique, diverse, global team members and each one of them is key to our success. They truly go above and beyond for every client and it's this human element that we wanted to see come through in our new brand.”

The new branding will be rolled out over the coming weeks, with an updated website and several exhibitions across the globe.

Aptitude’s client base includes Aviva, Sky, T-Mobile and NBCUniversal.