Tag Archives: Marketing

Red Oak Acquires 4U Platform, Introducing Compliant Connectivity to the Financial Industry

Mainsail partners

Austin, TX – April 7, 2025 – Red Oak, a leader in advertising compliance and marketing review software, acquired 4U Platform, a premier content distribution, engagement and analytics platform for the investment industry. This strategic combination merges Red Oak’s innovative compliance technology with 4U’s seamless connectivity between Investment Companies and Wealth Management firms.

By integrating Red Oak’s AI-powered compliance workflow automation software with 4U’s streamlined content distribution network, this enhanced platform helps remove inefficiencies, ease challenges of regulatory oversight, and reduce time-to-approval for marketing materials. Investment Companies and Wealth Management firms now have a unified, automated ecosystem that helps ensure content integrity while accelerating delivery of compliant marketing material to financial professionals and investors.

Red Oak empowers Investment Companies to efficiently manage regulatory approvals while maintaining compliance with internal policies, FINRA, the SEC and Wealth Management firm requirements. 4U’s platform improves manual tracking and disjointed approval processes, giving financial professionals a centralized, pre-approved content library to engage with clients cohesively.

“By integrating 4U, we believe we are redefining what is available to financial services firms—evolving Red Oak into a true Compliance Connectivity Platform that links internal compliance workflows with the broader distribution ecosystem,” said Dave Dutch, CEO of Red Oak. “We couldn’t be more excited about branching out, deepening our roots and expanding what is possible for the customers of Red Oak and 4U.”

The combined platform will help drive deeper industry collaboration, integrate AI-powered compliance efficiencies, and enable firms to seamlessly connect content, data and distribution solutions benefiting the financial services ecosystem.

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IDHL acquires The MTM Agency to scale integrated offer

Bridgepoint

Leading digital agency IDHL today announces the acquisition of marketing and communications specialists The MTM Agency.

From SEO pioneers to integrated digital marketing leaders, IDHL has evolved over 25 years to become one of the UK’s most comprehensive growth partners for ambitious businesses. From a foundation of search engine optimisation powered by proprietary technology IDHL has since expanded both organically and through strategic acquisitions across the digital landscape.

2024 marked a transformative milestone as the group united eight of their nine agencies under a collective vision to build the UK’s leading growth-centric digital services agency to deliver value for clients and partners.

The acquisition of The MTM Agency accelerates IDHL’s ability to deliver strategic advice across the entire communications landscape by bolstering its industry leading capabilities in performance, web, eCommerce and data intelligence as well as deep technical expertise. Aligned to IDHL’s mission to accelerate growth for ambitious businesses and brands in the digital economy, the strategic addition brings sophisticated complementary capabilities in creative, strategy and insight, as well as influencer marketing and PR.

The acquisition sees IDHL welcome over 80 new colleagues in Southampton, bringing fresh perspectives to solving clients’ challenges and expanding the agency’s strong UK footprint which includes teams in London, Leeds and Manchester.

The MTM Agency’s creative, strategic client-centric approach and vast experience in delivering for B2B brands will enhance IDHL’s offer to its existing national roster of clients whilst creating fresh opportunities to forge new client relationships.

The transaction is supported by IDHL’s existing investment partner Bridgepoint, which partnered with the company in 2021 via Bridgepoint Development Capital, a lower middle-market fund focused on supporting fast-growing businesses across Europe.

Speaking about the acquisition, Ben Wood, IDHL CEO, said:

“At IDHL, we are laser-focussed on providing world-class integrated digital solutions to drive growth for our clients’ businesses.

Driven by an entrepreneurial mindset, IDHL has evolved by responding to client demand – scaling with new services and solutions to meet their changing needs. This continues to be delivered through organic growth and strategic acquisitions to strengthen our integrated offering.

The acquisition of The MTM Agency brings our expert teams and leading capabilities together to create a powerful full-service offer that enables us to deepen our understanding of clients’ businesses and their consumers to deliver even more valuable outcomes.”

Gordon Hawes, Co-owner of The MTM Agency, said:

“For my co-owner Paul Jones and I, The MTM Agency becoming part of the IDHL family is the culmination of an incredible 16-year journey that brought together an exceptional team delivering innovative, insight-driven, and creative solutions which make a positive impact in a rapidly evolving landscape.

IDHL has shown a deep appreciation for The MTM Agency’s culture, creativity, and ambition, and a clear vision for how we can grow together. Its investment brings the scale, resources, and expertise that will ensure both our people and our clients continue to thrive.”

Wes Maynard, Managing Director of The MTM Agency, said:

“Joining with IDHL represents an exciting new chapter for everyone at The MTM Agency. The agency was built on a foundation of creativity, collaboration, and purpose, and this next step allows us to continue to build on those values whilst enhancing our offering and staying true to what makes The MTM Agency unique.

By tapping into IDHL’s network of talent, technology, and performance-driven expertise, we strengthen our ability to deliver powerful, insight-led strategies that own the space between brand, creative, and digital.

I want to thank Gordon and Paul for everything they have done to make The MTM Agency the business it is today, and I look forward to working with IDHL to build on the strength of their legacy and shape the next phase of The MTM Agency’s evolution.”

Robin Lawson, Partner at Bridgepoint, said:

“IDHL’s continued growth is underpinned by a clear vision to build a market-leading digital services platform, with support from Bridgepoint. The acquisition of The MTM Agency strengthens IDHL’s capabilities and further enhances its highly attractive suite of integrated, insight-led marketing solutions. We’re pleased to support Ben and the team as they continue to scale and expand IDHL’s market reach.”

Bridgepoint Group is one of the world’s leading quoted private asset growth investors, specialising in private equity, infrastructure and private credit.

With over $75 billion of assets under management and a strong local presence in Europe, North America and Asia, we combine global scale with local market insight and sector expertise, consistently delivering strong returns through cycles.

Bridgepoint Advisers Limited, a subsidiary of Bridgepoint Group plc, is authorised and regulated by the Financial Conduct Authority.

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ITG expands globally with PureRed acquisition, bringing Halo content model to North America

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Bridgepoint

The acquisition of PureRed enables ITG to deliver their AI-enabled, agile content solutions and state-of-the-art Content Marketing Platform globally.

ITG are delighted to announce ITG’s strategic expansion into North America with the acquisition of US-based PureRed, an established provider of omnichannel content and technology for clients including Microsoft, Kroger, and Walgreens.

This expansion builds on ITG’s rapid growth over the last 12 months, which saw their Storyteq marketing technology recognised as a Leader in the Gartner® Magic Quadrant™ for Content Marketing Platforms 2024 and for Digital Asset Management 2025 – the only vendor to be named a Leader in both categories.

ITG also expanded its partnerships with some of the world’s most iconic global brands such as Samsung, Heineken, KFC, Jaguar Land Rover and Comcast. Now under the leadership of their global CEO Andrew Swinand, formerly of Publicis Groupe Creative US and Leo Burnett, they are set to drive major growth in 2025.

“ITG is well known in the UK and Europe for our agile, Halo content approach and AI-enabled Storyteq technology. Expanding our ability to deliver this content solution to more clients across the globe marks an exciting moment for ITG,” said Andrew Swinand, global CEO, ITG. “As a company, PureRed aligned perfectly with our vision for delivering scaled content solutions to leading brands, coupled with promoting a culture of kindness.”

The acquisition of PureRed adds over 500 skilled marketing professionals to ITG’s global team, which now exceeds 2,000 employees, and significantly strengthens our position in the US market.

“A sharp and consistent rise in both digital channels and retail media has seen the global market for Halo content explode in recent years,” Andrew notes. “Brands around the world now need tailored solutions that enable them to deliver personalised, high-quality content at scale – on budget and without compromising speed. Our AI-enabled, agile content model bridges this gap, and expanding our reach into the US with PureRed allows us to truly support our partners on a global scale.”

Brian Cohen, former CEO of PureRed and new US CEO of ITG, shared his excitement: “Over the years, we’ve built a strong portfolio of clients and a reputation for delivering exceptional omnichannel content and industry-changing technology solutions. Joining forces with ITG allows us to scale our impact and bring even greater value to our clients. ITG shares our passion for innovation, creativity, and operational excellence, making this partnership an incredible opportunity for everyone involved.”

“This is about much more than delivering higher volumes of content,” Andrew added. “It’s about unlocking the full potential of AI in marketing, leveraging both technology and creativity to craft the perfect story for every possible user interaction across any channel. With PureRed as part of the ITG family, we’re not just scaling our capabilities – we’re leading the transformation of our industry through a smarter, AI-enabled approach to content.”

ITG is part of Bridgepoint’s portfolio of companies and Emma Watford, Partner at Bridgepoint, said: “Expanding into the US is a significant milestone for ITG, and we are delighted to support the team as they bring their market-leading, AI-enabled content solutions to a global audience. PureRed’s strong capabilities and client relationships make them a perfect fit for ITG, and together, they are well-positioned to drive real innovation in the fast-evolving content marketing space. We look forward to seeing the impact of this partnership as ITG continues to set new standards for agile, data-driven content at scale.”

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Bridgepoint to reinvest in SAMY Alliance

Bridgepoint
  • 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).

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Bridgepoint to reinvest in SAMY Alliance

Bridgepoint
  • 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).

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IK Partners to sell Mecenat to Inflexion

IK Partners

IK Partners (“IK”) is pleased to announce that the IK Small Cap II (“IK SC II”) Fund has signed an agreement to sell its stake in Mecenat Group AB (“Mecenat” or “the Group”), a leading marketing and brand awareness platform, to Inflexion. Financial terms of the transaction are not disclosed.

Founded in 1998 and headquartered in Gothenburg, Sweden, Mecenat is a digital marketing platform which connects students, young professionals/alumni and seniors with well-known brands by providing access to exclusive offerings, career services and relevant events. Operating across five main business areas in Sweden and Finland, the Group takes pride in connecting almost three million members with more than 700 local and global brands, creating synergetic exchanges in the areas of brand building, unique discount offerings and marketing. Mecenat’s platform spans diverse industries, including Technology, Fashion, Travel and Entertainment and includes key partners such as Apple, Zalando, Hotels.com and Viaplay.

Mecenat’s services are primarily digital, allowing for a two-way exchange between brands and members through its app and website. In recent years, the Group has expanded through the acquisitions of Seniordays in 2021, Frank Students in 2022, and Traineeguiden in 2023. The development of the platform in this way has enabled Mecenat to leverage a unique member acquisition approach which sees students entering organically before automatically progressing to alumni, while retaining members throughout their life by leveraging the top-of-mind habit developed when they were students.

Since IK first invested in the business in September 2021, Mecenat has more than doubled its revenue, proving its resilience in the face of challenging global economic conditions. The Group has also: expanded its product offering to attract a more diverse range of members, including alumni and seniors; achieved meaningful geographic expansion beyond the Swedish market; delivered significant technological developments; and executed strategic acquisitions to support the expansion of the product range.

Jonas Odéhn, CEO of Mecenat Group, said: “We would like to thank IK for their support during the past three years. This period has seen Mecenat develop into an even stronger business thanks to the hard work and dedication of our employees. The Group has experienced tremendous growth and transformed into a leading marketing technology and brand awareness platform with a unique business model and digital-first approach to fostering brand loyalty. With this solid foundation in place, we look forward to the next chapter which will see us partner with the team at Inflexion.”

Carl Jakobsson, Partner at IK Partners and Advisor to the IK SC II Fund, added: “Since investing in Mecenat in 2021, we have been extremely impressed with the professionalism and expertise displayed by Jonas and his team. During our partnership with them, the Group has gone from strength-to-strength, nearly doubling its member base and pursuing geographic expansion through a range of value creation initiatives. We wish Jonas, his team and Inflexion the very best of luck for the next stage in Mecenat’s growth journey.”

For further questions, please contact:

IK Partners
Vidya Verlkumar
Phone: +44 (0)7787 558 193
vidya.verlkumar@ikpartners.com

 

About Mecenat Group

Mecenat Group is a marketing and brand awareness platform that connects students, young professionals/alumni and seniors in Sweden and Finland with well-known brands. Mecenat offers unique discounts to its members through its platform, and partners with brands such as Apple, Microsoft, HP, Adidas, H&M, and Hotels.com. For more information, visit mecenat.com

About IK Partners

IK Partners (“IK”) is a European private equity firm focused on investments in the Benelux, DACH, France, Nordics and the UK. Since 1989, IK has raised more than €17 billion of capital and invested in over 195 European companies. IK supports companies with strong underlying potential, partnering with management teams and investors to create robust, well-positioned businesses with excellent long-term prospects. For more information, visit ikpartners.com

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Oakley Capital invests in Konzept & Marketing

Oakley Capital, a leading pan-European private equity investor, is pleased to announce that Oakley Capital Fund V is investing in Konzept & Marketing (“K&M”). K&M is a leading, independent Managing General Agent (“MGA”) in the German, personal non-life insurance market. Oakley will be investing alongside insurance veteran, Joachim Müller, former CEO of Allianz Commercial, who will oversee a buy-and-build strategy as Chairman.

Founded in 2001 and based in Hanover, K&M operates as an underwriting agent in Germany for private non-life insurance products (property, accident, liability), a growing market that is currently worth €28 billion. K&M develops, markets and administers tailored insurance products on behalf of insurance companies in an asset light model.

K&M Image

The Company has experienced continuous organic growth, driven by high and consistent renewal rates thanks to the company’s strong reputation for customer care and a focus on providing innovative solutions delivered through seamless digital processes.

Germany’s insurance distribution market is highly fragmented and lagging other markets such as the UK and US in the role that independent MGAs play as intermediaries. There is significant value creation potential for K&M to pursue a consolidation strategy spanning insurance brokerage and underwriting with differentiated product capabilities at its core.

In partnership with incoming Chairman Joachim Müller, Oakley will support the K&M management team to expand K&M’s product offering, strengthen the distribution function of the business, and pursue further M&A opportunities. The acquisition is expected to complete in Q4 2024.

Quote Peter Dubens

Germany’s insurance landscape is undergoing significant change, providing advantages for innovative businesses such as K&M to take on more of the insurance value chain while delivering a better service to end customers. We look forward to working with Joachim Müller to realise his growth and diversification strategy for the business, leveraging his strong reputation for successful business building and customer satisfaction.

Peter Dubens

Co-founder and Managing Partner — Oakley Capital

Quote Joachim Müller

By partnering with Oakley we can take advantage of their considerable expertise scaling businesses. We see enormous opportunity to create a leading player in Germany’s insurance ecosystem by leveraging excellence in underwriting and distribution combined with modern technology.

Joachim Müller

Incoming Chairman — K&M

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Accelerating Growth for Big Brand Marketing Leader: Our Investment in Omne

Yfm Equity

Accelerating Growth for Big Brand Marketing Leader: Our Investment in Omne

Investment: Omne

Investment Type: MBO

Investment Amount: £8.7m

Sector: Marketing Services

Establishing a leading reputation in the highly competitive arena of food, beverage and hospitality marketing requires a stand-out level of expertise.

When it comes to B2B marketing, big brands need proven, specialist skills and knowledge to help them forge and grow stakeholder relationships. In an industry that is worth billions to the global economy (the global food service market size alone is projected to grow from USD 3,486.58 billion in 2024 to USD 6,348.75 billion by 2032*) agencies that support big brands in helping to gain a greater share of their markets are set to excel.

This has certainly been the case for new YFM investee business, Omne – a marketing agency that has carved out a position as a strategic and creative partner to the world’s best food, beverage, foodservice and hospitality brands.

Headquartered in Ampthill, Bedfordshire, Omne has developed a global client base since its founding in 2001, servicing major names such as Unilever, Kelloggs and Tate & Lyle.

Now, having secured YFM’s backing for a management buyout, Omne is embarking on the next chapter of its success story. The £8.7 million investment will help the company to enhance its team of expert marketers and pursue further growth through new customer wins.

Omne’s appeal lies in its deep expertise, driven team and excellent track record.

Stand out expertise

Omne is built on a foundation of unrivalled expertise in the food, beverage and hospitality markets. Offering end-to-end strategic consulting, market insights, brand/creative campaigns, content/influencer marketing, specialist trade communications and an incentive/rewards software solution, Omne’s integrated approach is designed to generate demand, change behaviour and drive ROI.

With a multi-skilled and immersed team on board, Omne is perfectly positioned to understand the challenges faced by its clients and to help them achieve their objectives.

Ambitious leadership

Omne’s MBO is being led by incumbent CEO, Michael Gividen, who has been with the business since its inception.

Along with the rest of the management team, who are well embedded within their niche and driving the success of this high-calibre, high profile agency, Michael is committed to accelerating Omne’s growth plans. Utilising YFM’s capital, Omne’s leadership will now galvanise the company’s uniquely skilled team and build the capacity needed to secure more prestigious client wins.

Big brand relationships

Omne counts some of the world’s largest food and beverage brands amongst its clients. In the years since its founding the business has fostered long-term strategic and creative partnerships with big brands here in the UK and internationally. Omne’s relationship with Unilever, which has been a core client from the agency’s conception, is testament to Omne’s results-driven, collaborative approach.

Going forward, Omne will apply its successful client formula to target new growth and new customer wins, with YFM’s support.

*Source: https://www.fortunebusinessinsights.com/food-service-market-106277

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FS Maven Equity Finance invests £850,000 in marketing platform Triyit

Maven

Glasgow-based marketing technology platform Triyit has secured an £850,000 investment from IFS Maven Equity Finance to support further development of the company’s data science function and bespoke platform.

Published: Sep 17, 2024
Focus: IFS Maven Equity Finance

Marketing technology platform Triyit has secured an £850,000 investment from the Investment Fund for Scotland, delivered by the British Business Bank, as part of a £1.1 million funding round.

Triyit connects fast moving consumer goods (FMCG) brands with target consumers through its innovative performance sampling and research campaigns. With over 1 million organic sign ups to the consumer facing “product discovery” side of the platform, Triyit offers brands a unique way to hyper-target and engage the right audience, with built-in campaign mechanics delivering deep consumer insights, quality user-generated content (UGC) and high value earned media influence as part of each activity.

Triyit already works with a wide variety of brands, across all FMCG categories, from startups and challenger brands to market leading, global enterprise organisations like AB InBev, Costa, Arla, Mars and Kellogg’s.

Globally, brands spend over £100 billion on sampling, consumer insight, content, and influencer services each year. Triyit is paving the way as brands make the shift from outdated mass drop sampling and old-school research services, to a more targeted, measurable and cost effective approach to driving growth.

With agile consumer insight, authentic UGC and trusted earned media influence all forming a critical part of the strategy behind any fast growing FMCG company, Triyit is well positioned to help brands embrace the change into a truly digital-first landscape. This investment will support further development of the company’s data science function, bespoke technology platform, and most significantly, the planned expansion of the wider service offering in the UK and international markets.

“Technology enabled product sampling is an exciting and fast growing market. Triyit is well positioned in the space with a strong consumer following and traction gained with a number of well known, established brands. The company has achieved impressive growth to date, and we look forward to supporting Alex and the team as they embark on the next stage of their strategy.”

Rob Stevenson, Investment Manager at Maven

“We’re absolutely thrilled to announce this investment from Maven, facilitated by the Investment Fund for Scotland, which comes at a very exciting time for our business. Working with the team at Maven will help accelerate our plans for international growth and enable Triyit to fully achieve the long-standing vision of connecting consumer and brands like never before.”

Alex Barron, Founding CEO of Triyit

Untitled (150 x 150 px)

“High-growth technology businesses are increasingly becoming a mainstay of the Scottish economy and represent a core focus for the Investment Fund for Scotland. Through our fund managers, we are committed to helping entrepreneurs all over the country with better access to funding opportunities to support their growth and development.”

Sarah Newbould, Senior Investment Manager, Nations and Regions Funds, at the British Business Bank

This marks the sixth investment made by IFS Maven Equity Finance. The Fund has also backed 3D printed micro-tumour specialist, Carcinotech, premium Indian ready meals business, Praveen Kumar and Glasgow University spinout, Nami Surgical. IFS Maven Equity Finance covers the whole of Scotland and provides equity investment up to £5 million to help a range of small and medium sized businesses to start up, scale up or stay ahead.

The purpose of IFS is to drive sustainable economic growth by supporting innovation and creating local opportunity for new and growing businesses across Scotland. IFS will increase the supply and diversity of early-stage finance for smaller businesses in Scotland, providing funds to firms that might otherwise not receive investment and help to break down barriers in access to finance.

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ServiceTitan Supercharges Commercial Capabilities with Acquisition of Convex

Thomabravo

LOS ANGELES—ServiceTitan, a leading software platform built to power the trades, announced today that it has entered into a definitive agreement to acquire Convex, a leading sales and marketing platform purpose-built for the commercial services industry. For years, ServiceTitan and Convex have independently invested significant amounts of capital in building best-in-class software for commercial contractors, with a deep focus on driving ROI and positive business outcomes for their customers. This new partnership will help deliver an industry-leading end-to-end solution that enables commercial businesses to grow profitably – from initial outreach to new prospects, through work order execution, invoicing, job costing, and everything in between.

“ServiceTitan is on a mission to build technology that significantly improves the lives of every single contractor,” said Ara Mahdessian, CEO and co-founder of ServiceTitan. “We are laser focused on delivering high ROI, purpose-built software for the commercial services industry. Commercial businesses deserve a platform that works as hard as they do – a platform that can help them operate and enable profitable growth for decades to come. I’m thrilled to welcome Convex to the ServiceTitan family as we collectively join forces to continue executing on this ambitious vision.”

Founded in 2017, Convex was built to modernize the commercial services industry with data-driven solutions that increase revenue for contractors by improving their go-to-market strategies and execution.

Convex’s purpose-built platform allows commercial businesses to:

  • Plan their growth strategies with one of the most comprehensive views of the market available, including property, contact, business, and permit data
  • Target high-value opportunities to identify new business and expand existing relationships
  • Engage customers at the right time, with the right messaging to win their business
  • Manage revenue teams to drive both consistent and predictable growth

“Our mission at Convex is to provide commercial services businesses with the tools and technology they need to win in their market,” said Charlie Warren, CEO and co-founder of Convex. “ServiceTitan and Convex have both been battle tested, empowering contractors to succeed even amidst a challenging labor market. Together, our companies can deliver an unparalleled end-to-end customer experience in the commercial market. I look forward to partnering with Ara and Vahe as we embark on this new chapter to collectively enable commercial businesses to grow profitably.”

Last year, ServiceTitan released a definitive market report on the Commercial Service Industry, providing insights into challenges and opportunities facing the market, as well as strategies businesses are employing by leveraging digital tools to stay competitive. The report surveyed more than 1,000 commercial contractors and found that 70% did not see an increase in revenue and 39% experienced a decrease in their revenue. However, in 2023, Convex helped its customers drive nearly $1.5 billion in incremental growth, and an estimated $3 billion in revenue. Convex customers also experienced a 9x median ROI in year one on average, with the software paying itself back in days, not months [1]. With this partnership, the impact that ServiceTitan and Convex can jointly enable for commercial services business increases significantly.

Together, ServiceTitan and Convex are excited to invest in making the Convex platform even better, creating greater value and ROI for commercial contractors. To ensure a seamless transition and integration of the Convex platform, Charlie Warren will continue serving as Convex CEO, and co-founder Blake Meulmester, will continue leading Convex’s product driving forward the joint mission of bringing revenue generation capabilities to all commercial services businesses across the industry.

ServiceTitan’s acquisition of Convex is subject to the satisfaction or waiver of certain closing conditions contained in the definitive agreement.

About ServiceTitan

ServiceTitan is a cloud-based software platform built to power trades businesses. The company’s end-to-end solution gives contractors the tools they need to run and grow their business, manage their back office, and provide a stellar customer experience. By bringing an integrated SaaS platform to an industry historically underserved by technology, ServiceTitan is equipping tradespeople with the technology they need to keep the world running. ServiceTitan is backed by world-class investors including Battery Ventures, Bessemer Venture Partners, Coatue, CPP Investments, Dragoneer Investment Group, Durable Capital Partners LP, Generation Investment Management, ICONIQ Growth, Index Ventures, Sequoia Capital, Thoma Bravo, TPG, and T. Rowe Price.

About Convex

Convex is a leading sales and marketing platform for the commercial services industry. Founded in 2017, Convex helps service businesses target and engage their customers through unique offerings in Property Intelligence, Sales Intelligence, Sales Engagement, CRM, and Buyer Intent. Unlike horizontal solutions, the Company leverages AI-powered insights and purpose built workflows that drive high ROI and scale efficient teams. Convex is headquartered in San Francisco.

Read the release on the ServiceTitan website here.

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