Software as-a-service holding company ASG acquired reviews platform GatherUp, founded by local search gurus Mike Blumenthal and Aaron Weiche. The acquisition was announced Thursday.

GatherUp, founded as GetFiveStars in 2013 by Blumenthal, rebranded in September 2018. Don Campbell and Thomas Hasch also helped to create the company. Weiche came on board in 2015 as CEO. About 20 employees will join ASG.

Blumenthal said ASG will retain the brand name, GatherUp, and exist as a product. “Steady as she goes,” he said. “We will continue to run the business under the same brand name, but leverage some of ASG’s technology and growth opportunities.”

Those opportunities means building stronger products. GatherUp will join ASG MarTech, a group of seven technology businesses that includes Grade.us, Reputology, and SERPs. The acquisition expands ASG stronger into reviews and reputation management.

GatherUp was not looking to be acquired. “It was our understanding that we had to get bigger before becoming a target,” he said. “We had numerous conversations, and some offers, but none spoke to use. Other offers didn’t give us the freedom or the multiple. This offer literally came out of the blue.” Perhaps, blue, but actually green.

Blumenthal declined to disclose the terms of the deal.

Blumenthal said they decided to sell because “ASG promised to keep the brand and team together and the multiple was great.” He also wanted to make sure the people who made the company successful had a path forward.