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Sambla and Advisa combine to create a leader in online comparison services with Nordic Capital as the new majority owner

Two of the leading independent online comparison sites for personal finance in the Nordic region, Sambla and Advisa, are to merge. 

Nordic Capital will be the majority owner of the combined company and will actively support it in the next phase of its expansion. 

The combination of Sambla and Advisa creates one of the largest players in the Nordic region within loan intermediation, as both companies have strong platforms to continue to build on. Both companies help clients to compare loan terms and consolidate their loans, and thereby improve the terms and reduce costs. A combination creates new great opportunities for increased product development, an even higher service level and access to additional competitive offers that will benefit more clients. The combined company will have an expected turnover of approximately SEK575 million and it will be the second largest player in Sweden.

“We are very pleased to announce the combination of the two companies. In recent years, each of our companies have in different ways achieved market-leading customer satisfaction and growth. Together, we have a fantastic opportunity to drive the industry development; not least by product development based on the customer needs and technological innovation. We look forward to having even better opportunities to improve the economy for hundreds of thousands of people throughout the Nordic region,” says Jonathan Bollman, CEO, Advisa.

“I am very pleased that we have agreed to this strategic combination. Together, we gain the scale and position required to take advantage of the growth and expansion opportunities that exist in our market. We are both entrepreneurial companies that share the ambition to become industry leaders, and we have both driven the development of different areas in the industry. Now we have the opportunity to do it together, which will benefit our customers,” says Per Österström, Founder, Sambla.

As the majority owner, Nordic Capital will actively support the new company, drawing on its experience from previous acquisitions in financial services.

“We are deeply impressed by what these two companies have achieved separately and believe that the combined company will increase competition in the sector and be a strong force when it comes to improving consumers’ finances in the future. In addition to creating a strong platform for growth, the combined company will also drive positive development throughout the industry. Nordic Capital looks forward to supporting the business in its next phase,” says Christopher Ekdahl, Principal, Nordic Capital Advisors.

The terms of the transaction, which is subject to regulatory approvals, have not been disclosed. 

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