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The Ghost in the Machine: Andculture's $1.2M Acquisition Mystery
A 14-person design practice vanished into RSM's middle-market machine. Here's the data story.
On June 1, 2022, the digital agency Andculture—14 people strong, generating $1.2M annually—ceased to exist as an independent entity. RSM US LLP swallowed the practice whole, burying a human-centered design boutique inside a $3.2B accounting firm. The domain remains, but the traffic? Zero. The story isn't about failure; it's about strategic absorption.
"They didn't scale—they dissolved. Andculture's value wasn't in traffic; it was in the DNA RSM needed to inject into the middle market."
The Acquisition Playbook
RSM didn't buy a brand; they bought a capability. With just 14 employees, Andculture operated at a lean $85K revenue per person—typical for a specialized design consultancy. But in RSM's hands, that human-centered design practice becomes a wedge into the middle market, where tech services are often an afterthought. The $1.2M revenue is a rounding error for RSM, but the strategic positioning? Priceless.
The Traffic Paradox
Andculture.com now shows zero monthly visits, zero organic keywords, zero backlinks. This isn't a decline—it's a deliberate strategy. Acquired agencies often get folded into parent company domains, killing their public-facing digital footprint. The value was never in SEO; it was in the talent, the client relationships, and the human-centered methodology RSM could now sell to mid-market manufacturers and healthcare providers.
The tech stack tells a quiet story: Swiper, Tailwind CSS, Bootstrap—standard agency fare, nothing proprietary. PHP keeps it simple. The real assets were Josh Ciotti's data analytics strategy, Monika Kohli's engagement coordination, Shannah Donley's people experience, and Matthew Jones' full-stack engineering. These weren't just employees; they were the practice.
- Human-centered design is now a RSM service line, not a standalone agency
- 14-person teams can be acquisition targets when they own a strategic capability
- Post-acquisition, domain traffic is irrelevant—client relationships are everything
- Middle-market tech services remain underserved; RSM is planting a flag
The Silent Acquisition
Andculture's story proves that not all successful exits need headlines. Sometimes, the best outcome is becoming invisible.
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Andculture is now RSM
On June 1, 2022, the practice and team members of Andculture joined RSM US LLP, enhancing RSM's service offering by establishing a human-centered design practice to help the middle market build for tomorrow, today.
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About andculture.com
On June 1, 2022, the practice and team members of Andculture joined RSM US LLP, enhancing RSM's service offering by establishing a human-centered design practice to help the middle market build for tomorrow, today.
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andculture.com uses 13 technologies across their website including Vimeo, Font Awesome, HSTS, and more.
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Vimeo
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Font Awesome
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HSTS
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PHP
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unpkg
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andculture.com receives approximately 0 monthly visitors. The website has a bounce rate of 0% with visitors viewing an average of 0.0 pages per visit. Users spend an average of 0:00 on the site.
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