Website group completes latest European acquisition

Robin Kaneteg and Joel Halling

ROI Media UK, the Manchester-based lead generation technology company, ROI Media UK, has acquired Norwegian digital marketing business, Effective Marketing, for an undisclosed sum.

This deal marks the latest development in the business’s ambition of being the number one lead generation company in the Nordic region and UK.

In March this year the business acquired Copenhagen-based, Firstborn Capital, which 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.

ROI Media is backed by growth capital investor, BGF, which has previously invested £7m to support the company’s expansion into key locations across the UK and Europe.

Effective Marketing is the third acquisition since BGF first invested in ROI Media in June 2020. This deal adds £1.5m of annual revenue and £410,000 EBITDA for ROI.

The business has experienced strong growth across its core services, alongside rapid expansion in the companies it has previously acquired, namely Raketech and Firstborn Capital.

This is another strategic acquisition that expands ROI’s reach into the financial services sector and has further established its geographical presence in Norway.

Robin Kaneteg, co-founder alongside Joel Halling, and CEO of ROI, said: “On the back of BGF’s investment, we’ve been able to continue to grow our organic customer base with key hires and make a number of complementary acquisitions which has accelerated our growth.

“Effective Marketing has built a good reputation and client base and we look forward to integrating the company into the wider business.”

ROI was founded as an innovative lead generation business, which allows small businesses to rent a highly optimised website to attract leads and grow sales. Its proposition is scalable across different geographies and sectors and the company is quickly building a strong foothold in financial products and services.