Lead generation technology company, ROI Media UK, has acquired Copenhagen-headquartered, Firstborn Capital.
Firstborn Capital provides digital marketing and lead generation in the fintech space, with a focus on unsecured consumer loans and bank loans through partnerships with leading financial companies and banks. The deal adds SEK9 million of annual revenue for ROI and is the company’s second acquisition since growth capital investor BGF backed the business with a total of GBP7 million investment. BGF invested GBP3 million in June 2020 and a further GBP4 million in January 2021.
The funding was raised to support the company’s expansion into 12 cities across the UK and Europe. This is a strategic acquisition that expands the business’ reach in the financial services sector and has grown its geographical footprint in Denmark.
Robin Kaneteg, co-founder and CEO of ROI, says: “Firstborn has developed a unique and high performing technology for lead generation in the consumer finance space, which will support the growth of our current and future products in this sector. The Firstborn team has done an excellent job in driving its product and expansion to date and we look forward working together over the next 12 months.”
ROI is building a strong foothold within the consumer finance sector. Its innovative proposition has had success in the home improvement and maintenance sector and is scaleable across different geographies and sectors.
Joel Halling, co-founder and sales director at ROI, adds: “This transaction reaffirms our ambition to be the number one lead generation business in Europe and the UK. We will continue to focus on organic growth and will always be interested in other high-quality acquisition opportunities we feel we can optimise.”
