Following the sun, Traction on Demand acquires New Zealand-based Trineo

The acquisition will allow ToD to enable client services availability around the clock, in North America, Australia, New Zealand, and India.

BC-based Traction on Demand (ToD) has acquired New Zealand-based Salesforce Implementation partner Trineo

Why it matters: ToD is North America’s largest dedicated Salesforce consulting and application development firm with over 1,000 employees. The acquisition creates a category giant, with two leading Salesforce consulting partners complementing each other's geography and expertise. In addition, the acquisition will allow ToD to expand its “follow-the-sun” approach, enabling client services availability around the clock, in North America, Australia, New Zealand, and India.


“We're thrilled to be joining efforts with a fellow B Corporation, a designation that showcases Trineo's commitment to using business as a force for good,” said Greg Malpass, Founder and CEO of ToD, in a statement. “Anchoring on Trineo's footprint, leading reputation, and bespoke digital product development capabilities creates a distinct advantage for our organization across both the ANZ region and North America. The potential of ToD and Trineo together will help us accelerate change and enablement across the Salesforce ecosystem.”

Details: ToD’s expansion into the Australia and New Zealand region began in 2019, developing a growing footprint in Sydney, Australia. Now bolstered by the acquisition of Trineo and continued global growth, ToD hopes to lead the region.

In addition to Trineo’s long-standing ANZ Salesforce practice, the combined company will benefit from bringing together Trineo’s digital product development capabilities including Slack, customer and employee identity (Okta/Auth0), cloud solution delivery, as well as ToD’s product-incubation teams.

“Two B Corporations coming together, upholding our wonderfully aligned values, principles and culture, is a rare opportunity that cannot be taken for granted,” said Abhinav Keswani, CEO and co-founder of Trineo.

The acquisition follows a slew of accolades for ToD, including being named as one of the Great Places to Work in the US, as well as one of Canada’s Great Places to Work Canada for Mental Health and Great Places to Work for Giving Back.

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