rebrands as Auctane
by Rockwell Sands @ Rebrands as Auctane is now Auctane, taking on the name of one of the conglomerate's many subsidiaries

During the second year of the COVID-19 pandemic, has been busy. In July 2021, Thoma Bravo acquired the shipping software conglomerate in a $6.6 billion private equity deal, and replaced CEO Ken McBride shortly thereafter. Now, the shipping software giant formerly known as has rebranded as Auctane.

Why Rebranded to Auctane

The name change of long-standing isn’t a random choice. Before Thoma Bravo acquired it, went on a near decade-long acquisition spree, picking up other shipping software competitors like ShipStation, ShippingEasy, Endicia, and ShipWorks. Austin, Texas-based eCommerce company Auctane was one such subsidiary.

The rebrand to Auctane is deliberate strategy to emphasize the fastest-growing aspect of the company’s core business: eCommerce. Today, the company provides many more services from a variety of shipping carriers to best meet their customers’ needs, rather than solely offering discounted USPS postage for letters and packages, as it did when it was first founded…and the name change to Auctane reflects that.

In a blog post regarding the rebrand, CEO Nathan Jones said the following:

“While remains a growing product with incredible impact, over time, our other products have become market leaders as well. Our eCommerce focused products, including ShipStation, ShipEngine, MetaPack, and ShippingEasy, have become household names in commerce around the globe. With our increased impact, the name is no longer a broad enough umbrella to fully encompass our mission. This is why we’ve changed our name to Auctane.”

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