Mortar Group merges with Firehouse Technology to launch Mortar Tech

Mortar Group has merged with Adelaide-based Firehouse Technology to create Mortar Tech, a new division designed to accelerate the company’s global technology capabilities.

The move expands Mortar’s footprint beyond measurement and execution into platform invention and proprietary product development. Mortar Tech will design, build and scale digital products, proprietary platforms and advanced tools, enhancing the group’s measurement-to-execution capabilities.

Firehouse, founded in 2020 by Nilan Mihindukulasooriya and Nisal Karunathilaka, brings a significant operations hub in Sri Lanka and a track record of rapid, high-performance technology delivery. Its dual presence in Adelaide and Sri Lanka has enabled the business to combine agility with deep technical expertise while delivering solutions for clients across industries and markets.

Mortar Group CEO James Zipeure said the merger transforms the group’s scale and ambition.

“Mortar had already built a strong development foundation, but Firehouse changes our scale entirely,” Zipeure said. “Mortar Tech is where everything connects - strategy, creative thinking and engineering execution, all working together in one flow. That makes us faster, sharper and more ambitious in what we can deliver. This merger and launch will help redefine our capabilities.”

Firehouse managing director Nilan Mihindukulasooriya said the combination allows the team to expand its vision.

“Firehouse has always been about taking bold ideas and turning them into reality for a range of enterprise clients,” Mihindukulasooriya said. “By merging with Mortar, we now have the platform to push that vision further. Mortar Tech will be where our engineering talent meets Mortar’s global ambition, creating products and solutions that can reshape markets. It’s about scale, but it’s also about ambition, and together we have both.”

The launch follows Mortar’s recent expansion into Asia, with a new Singapore office overseeing operations in Indonesia, Malaysia, Thailand, Vietnam, the Philippines, Japan, South Korea and India. Shane Mitchell has been appointed APAC strategy director to lead the region, while former oOh!media executive and Yahoo APAC head Paul Sigaloff joined earlier this month as global chief customer officer.

Mortar is an independent, privacy-safe measurement platform that unifies MMM, incrementality testing and digital tracking. Its platform is used by clients in retail, automotive and FMCG to connect data systems including CRM, CDP and advertising platforms.