Stoke-Based Tech Firm DBLX Acquired by Auspicious Holdings

By Anushka Malhotra

01 minute 03 seconds

Tech

Share:

Quick Read: Global media group Auspicious Holdings has acquired Stoke-based tech firm DBLX, a specialist in digital content and platform development, to expand its presence in the learning and HR market.

A Stoke-on-Trent tech company that works with major brands like Santander and Centrica has been acquired by global media group Auspicious Holdings.

DBLX, a specialist in digital content, custom platform development, and strategic consulting, has been snapped up as part of Auspicious' expansion into the learning and HR technology market. The move is set to enhance the company’s expertise in delivering immersive digital experiences that transform employee engagement.

Photo: Nicky Hoyland and Rob Ashcroft, Credit: Auspicious

Strategic Growth and Leadership Appointments

DBLX’s co-founder and CEO, Nicky Hoyland, will take on a new role as Global Chief Innovation Officer at Auspicious while continuing to oversee DBLX’s growth. Joining her is Rob Ashcroft, who has been appointed Chief Learning Officer at Auspicious. Previously the Head of Capability at Santander UK, Ashcroft brings over 17 years of experience in learning management and will focus on expanding DBLX’s learning consultancy and transformation services.

Hoyland highlighted the acquisition as a significant milestone, stating:

"Joining Auspicious is a fantastic step for DBLX. By combining our expertise in digital content and technology with Auspicious' global creative capabilities and Rob’s deep learning experience, we are uniquely positioned to help organisations enhance employee engagement and development."

Rachel Pendered, Co-CEO of Auspicious, echoed this sentiment, calling the acquisition a "giant leap forward" in the company's strategic expansion into the learning sector.

With this acquisition, DBLX is set to further develop its offerings and strengthen its partnerships with leading global enterprises, reinforcing its position as a key player in the HR tech and digital learning space.

What's new

West Midlands Health Tech Innovation Accelerator Unlocks Nearly £50M in Private Investment

The West Midlands Health Tech Innovation Accelerator (WMHTIA), led by the University of Birmingham, has generated an impressive £49.4 million in private co-investment within its first two years, significantly surpassing its original £14.5 million public funding allocation.

Funded through the Innovation Accelerator programme, coordinated by Innovate UK, the Department for Science, Innovation and Technology, and UK Research and Innovation, WMHTIA has become a leading force in advancing health technology innovation across the region.

The majority of the private investment—£36.3 million—was directly committed by investors to enterprises supported by the Accelerator. This achievement represents a threefold return on the initial public investment, demonstrating the strong investor confidence in the region’s health tech sector.

Powering Health Innovation Through Collaboration

The WMHTIA brings together 21 partners from academia, industry, and the NHS to help healthtech companies develop, validate, and commercialise cutting-edge medical technologies. So far, companies supported through the programme have also secured an additional £10 million in national public grants from agencies including NIHR, Eureka, and Innovate UK.

Including both public and private contributions, the total investment leveraged by WMHTIA now stands at £67.3 million.

Professor Adam Tickell, Vice-Chancellor, University of Birmingham:

We’re proud to support startups through the riskiest stages of innovation so more life-saving technologies reach patients. This exceptional investment proves what’s possible when academia, the NHS, and industry work together to drive economic growth and better health outcomes.

In March 2025, the Innovation Accelerator programme was extended with a further £30 million, including £4 million for the WMHTIA to continue supporting the region’s innovators in 2025/26.

Backing the Future of Health Tech

Richard Parker, Mayor of the West Midlands:

The West Midlands is leading medical tech innovation—from faster diagnoses to shorter hospital stays. Healthtech isn’t just improving lives; it’s creating secure, high-value jobs that drive inclusive growth.

Dean Cook, Executive Director of Place and Global, Innovate UK:

This programme shows how place-based innovation can unlock greater business investment in R&D. By connecting the region’s strengths, we’re creating high-value jobs and building globally significant innovation capability.

The WMHTIA continues to strengthen the region’s reputation as a national hub for health technology, with far-reaching benefits for patient care, job creation, and regional economic development.

By Anushka Malhotra

24 Jun