Data mining company Gloo acquires publications from Christianity Today

Gloo, a technology company that helps churches, ministries and events mine personal data on members and visitors, has acquired two sister news sites from Christianity Today: Church Law & Tax and ChurchSalary.

MinistryWatch reports that the financial terms of the acquisition were not made public.

According to Ministry Watch:

Gloo is known for its involvement with the $100 million “He Gets Us” evangelism campaign. While Gloo works with ministries and churches, it is not itself a ministry. It’s a company created “to provide the tools and support structures to churches, charities, and related service organizations so they can more effectively help people grow,” Gloo spokesperson Heather Cirmo told MinistryWatch in 2022.

A 2021 profile in the Wall Street Journal said Gloo works with more than 30,000 churches, or about 10% of U.S. congregations, and has concerningly compiled data on some 245 million Americans.

Gloo worked with Winter Jam concert series earlier this year. According to Gloo’s Chief Solutions Officer Brad Hill, “[A]ttendees could respond to an invitation to visit a webpage with next-step options. Two options facilitated by Gloo included receiving prayer and/or connecting with a local church. When a person requested connection through the page form submission and opt-in, Gloo would act at the direction of the person, connecting them according to their request.”

“We are incredibly excited to welcome both Church Law & Tax and ChurchSalary into the Gloo family of brands,” Hill said in a press statement.

“Both organizations have a proven track record of delivering exceptional value to church leaders. By integrating their capabilities into the Gloo portfolio of offerings, we can serve more church leaders in even more comprehensive ways, ultimately helping their organizations thrive,” he said.

“Stewarding a church is an extraordinary responsibility, and these brands have helped countless pastors, elders, and other leaders make wise decisions that lead to healthy churches,” Tim Dalrymple, Christianity Today CEO and president, said. “Gloo is perfectly positioned to accelerate the growth of Church Law & Tax and ChurchSalary with their best-in-class technology platform for churches.”

Church Law & Tax’s Matthew Branaugh said he believes Gloo will allow Church Law & Tax to “serve churches for decades more.” He will become Church Law & Tax’s business owner at Gloo.

Aaron Hill will continue leading ChurchSalary at Gloo. According to Hill, the acquisition by Gloo will enable ChurchSalary to have a greater impact and incorporate innovative new features and tools “that will ultimately foster a healthier and more equitable work environment for ministry leaders.”

–KimRoberts | MinistryWatch