Zenfolio, the platform for photographers to show, share and sell their photography, just announced its acquisition of Format, the Toronto-based website-building platform and marketplace for photographers and other artists worldwide.

Zenfolio has offered Software as a Service (SaaS) business solutions for photographers since 2006 while Format has been doing the same since 2010. As Zenfolio acquires Format, the plan is for Zenfolio to position itself as “one of the most comprehensive services for photographers and artists.”

[Read: 13 Tips for Building a Photo Website That Attracts Clients]

Zenfolio acquiring Format also continues a strategy launched by the company three years ago to reimagine itself. Along those lines, Zenfolio launched BookMe in May of this year, an all-encompassing client management suite to automate payments and bookings. In August, the company unveiled ProSuite, an easy-to-use website builder using AI that combines interactive photo galleries, e-commerce solutions and workflow automation. With ProSuite, photographers also have access to customer relationship management (CRM) tools, including booking, real-time scheduling, invoice tools, payment options and automatic fulfillment for orders.

Format has also made updates to its website-building platform this year, including the addition of a prints marketplace and the launch of Workflow, a suite of tools—including password protected client galleries, branded file transfers and client overviews designed to organize important details in a single location—are aimed at helping professional photographers run their businesses more efficiently.

[Read: Six-Figure Wedding Photography: Making Your Website a True Reflection of Your Brand]

John Loughlin, Zenfolio CEO, shared the rationale for bringing the two companies together: “We deeply respect the Format brand, their employees and community, and the business they have built. This combination will expand the capabilities and services offered to our respective customers.”

Lukas Dryja, Format CEO and Co-Founder, shared his enthusiasm for the merger, stating that, “Since creating Format, we have cared deeply about our community and team. Partnering with Zenfolio is a tremendous opportunity for both. The Format community will benefit from Zenfolio’s extensive technology services while Zenfolio customers will have access to world class tools and designs to showcase their work online.”

The two brands will initially operate in parallel, each retaining its current employee workforce and subscription base. Format will continue to be headquartered in Toronto while Zenfolio headquarters will remain in Menlo Park, California.