EMBRACE from Bertelsmann Investments takes over milch & zucker

Photo: Max Kneissl, Part­ner at OMMAX (© OMMAX)
23. Decem­ber 2023

Munich/ Hamburg — OMMAX advi­sed EMBRACE of Bertels­mann Invest­ments on the acqui­si­tion of milch & zucker, a leading HR tech and service provi­der in Germany, which offers an appli­cant track­ing system (the BeeSite Recrui­ting Edition), agency services (employer bran­ding & recruit­ment marke­ting) and its own job board (

OMMAX carried out a commer­cial, product-rela­­ted, tech­ni­cal and AI due dili­gence. This compre­hen­sive analy­sis included an exami­na­tion of milch & zucker’s unique busi­ness model, market dyna­mics and compe­ti­tive land­scape, as well as an assess­ment of the company’s tech­ni­cal and product-rela­­ted capa­bi­li­ties. In addi­tion, the impact of AI on the market and the company’s readi­ness for AI were assessed.

The company opera­tes in a market that is driven by funda­men­tal trends, such as the chal­lenges of attrac­ting top talent, the growing importance of skills-based recrui­ting and the incre­asing auto­ma­tion of HR proces­ses. In this context, the company is charac­te­ri­zed by a first-class Appli­cant Track­ing System (APS). The ability to support large mid-sized compa­nies and corpo­ra­ti­ons in the criti­cal phase of recruit­ment has earned the company a strong fan base of highly satis­fied clients and their outstan­ding loyalty.

The AI readi­ness assess­ment has shown that a dedi­ca­ted team has deve­lo­ped and inte­gra­ted mature AI use cases into the soft­ware product suite, such as the auto­ma­tic gene­ra­tion of conver­­­sion-opti­­mi­­zed job descrip­ti­ons that further increase produc­ti­vity in clients’ HR func­tions. Targe­ted invest­ments have led to the deve­lo­p­ment of new func­tions that are on the road­map and are to be inte­gra­ted into the BeeSite soft­ware suite in the future.

Ana Fernan­­dez-Mühl, Vice Presi­dent Syner­gies & Colla­bo­ra­tion at EMBRACE, empha­si­zes: “milch & zucker perfectly comple­ments EMBRACE’s exis­ting port­fo­lio, both in terms of tech­no­logy and consul­ting as well as in terms of custo­mers. Toge­ther, we deve­lop inno­va­tive solu­ti­ons for the recrui­ting chal­lenges of the future, which are incre­asingly driven by tech­no­logy and require a high level of consul­ting exper­tise. We would like to thank the OMMAX team for their profes­sio­nal work during the acqui­si­tion process. We felt that we were in good hands thanks to the well-foun­­ded analy­ses and the criti­cal but cons­truc­tive view of the OMMAX team. We look forward to conti­nuing the good coope­ra­tion in the imple­men­ta­tion phase.”

Max Kneissl, Part­ner at OMMAX, empha­si­zes: “milch & zucker has impres­sed us with its immense custo­mer loyalty, parti­cu­larly in rela­tion to the Beesite recrui­ting plat­form. With the AI func­tion­a­li­ties deve­lo­ped and a dedi­ca­ted team, the company shows a high level of readi­ness to exploit the immense oppor­tu­ni­ties that AI offers in terms of effi­ci­ency gains for the incre­asingly important HR func­tion. We congra­tu­late Bertels­mann Invest­ments and the manage­ment team of milch & zucker on their new partnership.”

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