SER rebrands as Doxis, unveiling document intelligence push
SER Group has rebranded as Doxis, adopting the name of its flagship enterprise content management platform and repositioning itself as "The Document Intelligence Company". Alongside this brand evolution, the firm has announced several senior appointments across its sales and artificial intelligence divisions, notably including the creation of a new Chief AI Officer role.
This strategic change aligns the corporate identity with the Doxis platform, which is described by the company as an intelligent content automation product. Despite the corporate rebranding, Doxis has confirmed that it will retain all existing product and service names for its current offerings.
Dr. John Bates, Chief Executive Officer, Doxis, said, "Over five million users work with the Doxis platform every day to get their work done more efficiently, compliantly and intelligently. In the past twelve months, we welcomed three acquisitions to broaden the value and power of the platform for those customers. Now, united under the trusted Doxis brand and led by our popular mascot and AI assistant Doxi, we are excited to share our new brand and Document Intelligence vision with customers and partners."
Platform focus
Doxis said its new positioning centres on what it calls document intelligence. The company described this as a single platform approach that spans the full document lifecycle. It also highlighted governance and lifecycle automation as core elements of its product direction.
Bates said, "Where competitors offer fragmented point solutions, Doxis delivers true end-to-end document lifecycle automation and governance on one platform - deeply integrated with leading enterprise technologies such as SAP, Salesforce, and Microsoft," said Bates.
The company said it has invested in the product set through acquisitions across customer communication management, SAP document automation, and intelligent document processing. It said these deals broadened the platform's coverage for customers. It also said the combined product set can replace separate, stand-alone tools used inside organisations.
Doxis operates in the enterprise content management market, which covers systems used to store, manage and control documents and other content across business functions. Vendors in this space sell software that integrates with major business applications and record systems. Buyers often focus on compliance, retention and workflow automation alongside search and retrieval.
Leadership changes
Doxis said it has strengthened its leadership team with appointments across artificial intelligence and sales. The company created a Chief AI Officer position and made hires focused on revenue and regional sales execution.
Yeelen Knegtering has been appointed Chief AI Officer, Doxis. Knegtering previously led intelligent document processing provider Klippa, which Doxis said it acquired in March 2025. Doxis said Knegtering will lead the company's AI strategy across implementation, ethics and governance, and work across technology and business objectives.
Andy Spence has joined the firm as Chief Revenue Officer, where he will lead the global sales organisation and oversee both solution engineering and revenue operations. Doxis noted that Spence previously served as Chief Sales Officer at Accelya and held several senior leadership roles at Qlik.
In addition to this appointment, Doxis has named Jean Van Vuuren as Vice President of Sales for EMEA. Van Vuuren brings extensive experience in the enterprise content management and intelligent document processing sectors, having worked across various healthcare and international markets throughout his career.
Market positioning
The company said the rebrand marks a new stage in its evolution after four decades operating under the SER name. It said it has recorded profitable growth in 2025. Doxis did not disclose financial figures in its announcement.
Rebrands in enterprise software often reflect shifts in product strategy, portfolio breadth, or a push for a simpler story for customers and partners. Aligning a corporate brand with a flagship platform can also signal a move towards a single product identity in sales and marketing.
Doxis said the company has more than 3,000 customers and more than five million users. It said it operates in more than 150 countries.
"With our refreshed Doxis brand, upgraded Document Intelligence vision and strengthened leadership team, we've invested significantly to keep up the growth and innovation our customers are demanding in 2026," comments Bates.