Austin-based Upland Software is acquiring Missouri-based software maker Second Street Media.

Upland Software paid $25.4 million in cash at closing, with an additional $5 million cash holdback planned in the next 12 months, according to the company.

Founded in 2013, Upland Software makes cloud-based work management software that is used by companies for a range of internal operations including automation of human resource processes, web content management, time and expense management, and sales team performances. 

The company was founded by Austin software entrepreneur Jack McDonald and went public in November 2014, when it raised $46 million in its initial public offering. Upland Software has grown rapidly since its founding, making more than 20 acquisitions.

Jack McDonald is founder and CEO of Upland Software.

Second Street Media was founded in 2007 in St. Louis, and makes an audience engagement platform. The software, which is used by a range of companies, lets businesses to operate contests and create interactive content. The company has a catalog of 700 templates and customizable sweepstakes, contents, brackets and quizzes.  

Second Street will be integrated into Upland’s customer experience management product suite, which already includes email and mobile messaging software. Upland estimated Second Street will add about $9.4 million per year to its revenue.