Semify acquires Dragon Metrics to expand global AI reporting

Semify has acquired Dragon Metrics, an international reporting platform for SEO, AI and PPC. The move broadens Semify’s global measurement capabilities and strengthens its AI optimisation offering as demand grows for advanced reporting tools across international markets.

Dragon Metrics, founded in Hong Kong in 2011 by Simon Lesser and Richard Mabey, has become a key platform for companies operating beyond Google-dominant markets. It provides reporting support for China, Korea and Japan, serving multinational businesses and agencies in more than fifty countries.

Acquisition strengthens Semify’s AI optimisation strategy

Patrick Briggs, chief executive officer, Semify: "This acquisition represents a pivotal moment in our evolution toward comprehensive AI optimization services with best-in-class reporting software. Dragon Metrics brings not only world-class reporting technology but also deep expertise in international markets that will be crucial as AI optimization expands globally. Simon's vision for AI-powered SEO, PPC, and social advertising reporting perfectly aligns with our AIO strategy, and having him join as our Chief Product Officer will accelerate our service and software development significantly."

As part of the deal, Simon Lesser will become chief product officer at Semify, leading AI optimisation product development. The Dragon Metrics engineering team will join Semify’s engineering group under chief technology officer Brian Sappey.

Enhanced reporting capabilities for Semify partners

Simon Lesser, co-founder and chief executive officer, Dragon Metrics: "Joining forces with Semify allows us to take Dragon Metrics to the next level by combining our international reporting expertise with Semify's proven white-label fulfillment model. Our clients will now have access to full-service digital marketing execution, while Semify's partners gain access to enterprise-grade reporting capabilities that rival any platform in the market."

Semify’s resellers will receive immediate benefits, including access to advanced reporting features through a Dragon Metrics account and, in time, full integration of Dragon Metrics technology into Semify’s software. Partners will be able to consolidate reporting, content editing and keyword research within a single system.

Dragon Metrics to continue as standalone brand

Dragon Metrics will remain an independent brand for existing customers, with additional engineering support and optional white-label fulfilment services available to approved agency clients under Semify’s reseller model.

Richard Mabey, co-founder, Dragon Metrics: "This acquisition perfectly illustrates the convergence we're seeing between sophisticated SEO, PPC, social ad, and AI-powered reporting. The combination of Dragon Metrics' global capabilities with Semify's AIO and SEO expertise creates a uniquely powerful platform."

The acquisition arrives as search marketing undergoes rapid change driven by AI-led experiences. Semify’s AIO methodology, paired with Dragon Metrics’ AI Overview tracking and global market expertise, positions the combined business to support clients in an evolving search landscape.

www.semify.com

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