Affiliate Future becomes fully integrated into Adtraction

Adtraction has completed the key steps in the integration of Affiliate Future into its UK operations. The migration to the Adtraction platform is nearing completion, a combined UK team has been established, and Clare O'Reilly has been appointed Country Manager for the UK.

Since acquiring Affiliate Future in November 2025, Adtraction has worked to bring the two businesses together while maintaining continuity for brands and partners. The migration started in January, with brands and partners gradually moving to the Adtraction platform and Affiliate Future becoming fully integrated into Adtraction’s UK organisation. Once the migration is complete, the Affiliate Future platform will be retired and all operations will continue under the Adtraction brand.

As part of the integration, Adtraction has also established a new UK organisation bringing together employees from both companies across brand and partner management, sales and operations.

“The UK is an important market for us, and we are very happy with the progress we have made since the acquisition,” says Simon Gustafson, Founder and CEO at Adtraction. “We have focused on making the transition as smooth as possible for brands and partners, while building a stronger local organisation for the future.”

Clare O'Reilly has been appointed Country Manager for the UK and will lead Adtraction’s team and development in the market. She brings more than 14 years of experience in sales, leadership and business development, including more than four years at Adtraction.

“The integration has gone very well so far, and the collaboration across the combined team has been second to none,” says Clare O’Reilly, Country Manager UK at Adtraction. “Our focus remains on supporting brands and partners throughout the transition, and we’re encouraged by the growth we’ve already seen from both existing and new partnerships. We now have a strong team in place and look forward to strengthening our relationships with brands and partners even further.”

Looking ahead, Adtraction will continue to help brands grow through active partnership management and a strong partner network. With the integration nearing completion, the company is well positioned to support more brands in the UK while connecting them with partners and opportunities across Adtraction’s European network.