Canva Expands AI and Marketing Automation with Simtheory, Ortto Acquisitions
Canva has recently enhanced its AI and marketing automation capabilities through the acquisition of two companies, Simtheory and Ortto. This strategic move is aimed at bolstering Canva’s investment in artificial intelligence and marketing infrastructure.
Details of the Acquisitions
The financial specifics of the transactions have not been disclosed. Both Simtheory and Ortto were co-founded by Chris and Mike Sharkey, former creators of the vacation rental platform Stayz, which was acquired by Fairfax Media. The Sharkey brothers will take on leadership positions at Canva, focusing on AI and marketing tech innovations.
Enhancing AI and Marketing Automation
- Simtheory specializes in AI-driven collaboration and agent management.
- Ortto integrates customer data with marketing automation.
These acquisitions enable Canva to evolve from merely a design tool to a comprehensive platform that accommodates the entire workflow—from concept development to campaign execution.
Capabilities of Simtheory and Ortto
Simtheory provides a platform for teams to create AI assistants tailored to their business needs. It facilitates the application of advanced AI models across various use cases and promotes customizable workflows.
Ortto, with its event-driven architecture, allows teams to operate a unified marketing journey via channels like email, SMS, and in-app messaging. This no-code solution enables real-time data activation and is utilized by over 11,000 customers globally across 190 countries.
Implications for Canva’s Future
According to Cliff Obrecht, Canva’s co-founder and COO, the acquisition of Simtheory marks a significant transition for Canva towards becoming an AI-centric platform enriched with design and productivity features. Ortto complements this initiative by enhancing marketing capabilities throughout the lifecycle of content, from planning to optimization.
Canva’s Growth and Recent Acquisitions
This move follows a series of strategic acquisitions by Canva. Just two weeks ago, Canva acquired Doohly, a digital outdoor advertising startup. Prior to that, the company bolstered its lineup with the acquisitions of animation startup Cavalry, performance-improvement startup MangoAI, and marketing intelligence firm MagicBrief in early 2025.
In terms of performance, Canva’s annual revenue reached $4 billion in 2025, with a user base exceeding 265 million, which includes 31 million paid subscribers. The company also registered a 20% increase in monthly active users.
