Tech company increases footprint in Denmark through latest acquisition

Robin Kaneteg and Joel Halling

ROI Media UK, the Manchester-based lead generation technology company, has acquired Copenhagen-headquartered, Firstborn Capital for an undisclosed sum as the fast growth business continues to expand across key locations and vertical markets.

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 approximately £760,000 of annual revenue for ROI and is the company’s second acquisition since growth capital investor BGF backed the business with a total of £7m investment.

BGF invested £3m in June 2020 and a further £4m in January 2021.

The funding was raised to support ROI’s expansion into 12 cities across the UK and Europe.

The company said 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 chief executive of ROI, said: “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, said: “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.”

The advisors to the transaction were, for ROI: Anecta, Squire Patton Boggs.