• Bridgepoint to become majority shareholder in social-first digital marketing group SAMY Alliance.
• Since Bridgepoint’s initial investment in 2023, SAMY has surpassed annual revenue targets of €100M, with further growth through successful M&A in the US, Europe and LATAM.
• With Bridgepoint’s support, SAMY will invest in enhancing its technology platform, expanding into new geographies and verticals, and continue its selective M&A strategy.

 

Bridgepoint, one of the world’s leading quoted private asset growth investors, has announced it will further strengthen its partnership with SAMY Alliance, a Spanish-headquartered social media marketing company specialising in influencer marketing, social media management and amplified paid social campaigns.

The new investment will see Bridgepoint become SAMY Alliance’s majority shareholder, following its initial minority investment in 2023, and reflects Bridgepoint’s continued confidence in the company’s potential. As part of the transaction, SAMY Alliance’s existing backers, including its main shareholder Aurica Capital and other minority investors such as Inveready and Sabadell Venture Capital, will sell their shareholdings to Bridgepoint. SAMY’s founders and the rest of the management team will continue partnering with Bridgepoint during this next chapter in the business’s growth.

The transaction is expected to close in the first quarter of the year following customary regulatory approvals. Financial terms were not disclosed.

Founded in 2012, SAMY Alliance specialises in delivering cutting-edge social-first marketing services, combining proprietary software and advanced analytics tools to empower brands in the social and influencer media space. Today, the company operates across 15 countries with over 600 employees, serving a well-diversified blue-chip client base.

Since the initial investment in August 2023, Bridgepoint and SAMY Alliance have focused on laying the groundwork for sustainable growth, including identifying and advancing acquisition opportunities to accelerate future growth.

The digital marketing sector, and social media marketing in particular, continues to experience rapid growth, driven by businesses prioritising social media marketing as a strategic imperative and by the increasing importance of influencer-led marketing in engaging consumers. This favourable market dynamic is expected to support long-term double-digit annual growth rates.

Bridgepoint has extensive sector expertise in the digital marketing and tech-enabled advisory sectors with a successful track record of supporting the international growth of businesses, including previous investments in ITG and MiQ.

With support from Bridgepoint, SAMY Alliance will further strengthen its leadership position in the social media marketing sector through its industry leading approach combining analytics to provide a meaningful understanding of audiences with intelligence-fuelled creativity. The company will enhance its technology platform, expand into new geographies and industries, and continue to develop its M&A strategy, leveraging Bridgepoint’s extensive sector expertise and global office network. These initiatives will reinforce SAMY Alliance’s position as a global market leader in a high-growth, dynamic industry.

In 2024, SAMY achieved a remarkable milestone of €100M in revenue, successfully meeting its annual target. During the period, SAMY completed three M&A operations: acquiring Kurio, a social media agency based in Helsinki; MDS, a creative technology and digital agency located in Bogotá; and most recently, Content Lab, a US-based digital advocacy marketing agency specialising in emerging platforms and a certified global ecosystem partner of TikTok. Additionally, in 2025, SAMY will expand its global footprint by opening an office in Milan, marking its entry into the Italian market for the first time. For 2025, SAMY aims to achieve double-digit growth while strengthening its presence in key markets such as Europe, Mexico, and the US, further solidifying its position as the leading social-first partner for brands.

Héctor Pérez, Partner at Bridgepoint, said: “We are thrilled to continue our partnership with SAMY Alliance, a business that has consistently demonstrated leadership in the rapidly evolving social media marketing sector. This majority investment reflects our belief in the strength of its management team, its innovative solutions, and its potential for continued growth. We are excited to work alongside the team to further their success.”

Juan Sanchez-Herrera, Chairman and Co-founder of SAMY Alliance, said: “Bridgepoint’s reinvestment marks an exciting milestone for SAMY Alliance. Their support has strengthened our foundation for growth, and together, we’re ready to expand globally, drive innovation, and further our leadership in the social media marketing space.”

Patricia Ratia García-Oliveros, Co-founder of SAMY Alliance, said: “Bridgepoint’s support has been pivotal in helping us accelerate our growth and deliver exceptional outcomes for our clients. With this majority investment, we are eager to build on our achievements and expand our footprint in the global digital marketing space.”

Marta Nicolás. Co-Founder of SAMY Alliance said: “With the strong financial support of Bridgepoint, we are poised to deliver on our vision with confidence. This partnership unlocks unparalleled global growth opportunities and enables us to engage with larger, more ambitious clients worldwide, solidifying our position as a leader in social-first marketing.”

Martín Vargas, Investment Director at Aurica Capital, said: “As Aurica concludes its partnership with SAMY Alliance, we take immense pride in the remarkable journey we’ve shared over the past years. SAMY’s evolution from a promising startup to a global marketing leader with a truly innovative positioning strategy and cutting-edge technological capabilities is a testament to the team’s vision and dedication. We are confident that Bridgepoint’s involvement will propel SAMY to even greater heights, and we look forward to seeing the company’s continued success on a global scale.”

Bridgepoint was advised by JEGI Clarity (M&A), Uria (Legal), PWC and Marsh (Due Diligence).

SAMY Alliance was advised by Cuatrecasas and Herbert Smith (Legal).