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MVF acquires AppWiki

MVF, a UK-based global customer generation platform, has
the acquisition of Dutch Software comparison website AppWiki. 

MVF, a UK-based global customer generation platform, has acquired Dutch Software comparison website AppWiki. The acquisition brings AppWiki’s tech capability to MVF – which provides customers to some of the world’s most ambitious businesses, including Salesforce, Samsara, and Verizon.

MVF uses a huge paid marketing operation spanning over 40 channels including  its own websites such as and to generate customers for businesses in over 40 countries.

CEO of MVF, Michael Teixeira, says: “We’re really excited about what AppWiki will bring to MVF. The brand has had huge success in the Netherlands which opens up a new market for MVF, and they are a great team who have built some really powerful comparison engine technology and data analytics capabilities that we can utilise globally across our publishing sites and with our partners.

“One really exciting aspect of the acquisition is AppWiki’s cutting edge proprietary comparison tools that give customers the opportunity to get tailored software recommendations in real time. Adding this unique functionality to our publishing tech stack will allow us to expand our growing software revenues as well as offering greater transparency to our users and really well matched and engaged customers to our clients.”

MVF has already had a stellar 30 per cent-plus year on year growth rate since launch in 2009 and expects sustained growth as the pandemic forces businesses in all sectors to focus on digital sales. Since March the UK headquartered business which also has offices in Austin, Texas, has brought 121 new clients on board.

Teixeira continues: “MVF excels in helping software businesses grow their customer bases and expanding into new countries. We work with our clients to meet their return-on-investment metrics so we offer really transparent growth – which is why we have a 95% client retention rate. As all businesses look to increase how they attract new customers online, we’re well positioned to provide that scalable growth.”

This is the sixth acquisition for MVF in five years, as the business seeks to supplement strong organic growth by strengthening its client base, international audiences, and technology stack. 

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