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ROI Media acquires Copenhagen-headquartered fintech


Manchester-based lead generation tech company ROI Media has moved to acquire Firstborn Capital, a Danish fintech working in the same space.

Firstborn Capital, whose headquarters are in Copenhagen, provides digital marketing and lead generation in fintech, with a specialism in unsecured consumer and bank loans. It has a portfolio of financial brands across Scandinavia.

Through its acquisition it adds 9 million SEK (£760,000) of annual revenue to ROI Media’s books. This is part of ROI’s growth strategy and its intentions to expand across locations and verticals.

In June 2020, investor BGF invested £3 million, before adding an extra £4 million in January 2021 to support ROI’s expansion into 12 cities across the UK and Europe.

The deal was advised by Squire Patton Boggs and Anecta for ROI.

Robin Kaneteg, Co-founder and CEO 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.”

Joel Halling, Co-founder and sales director at ROI, added: “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.”

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