Helsinki-based Supermetrics raises €40 million to expand its MarTech tool across existing global markets

Supermetrics, a world leader in data integration, which is used and trusted by Fortune 500 leaders and elite marketing agencies, has raised €40 million, led by Highland Europe with participation from IVP. The funds will be used to boost its next major phase of expansion, including bringing data warehousing to the marketing sector. 

Designed by marketers for marketers, Supermetrics is an out-of-the-box, software as a service data management and analysis tool built to give professionals the answers they need to run effective, impactful campaigns. 

Instead of having to rely on manual input, managing, analysing and converting masses of data from multiple marketing sources – a task that takes up a staggering third of the average marketers’ working week – Supermetrics streamlines the process. It offers a single source from which to analyse, report on, and extract insights from the often overwhelming wealth of information produced by enterprises today.

Supermetrics is a SaaS tool that helps marketers compile data in ready-to-use format to their favourite data crunching and reporting tools. Marketers and their teams can see what is and isn’t performing, at a glance, and pull data from multiple platforms together to gain an overall unified view. At the same time, it facilitates effortless, automated reporting. Implementing Supermetrics can be done by non-engineers and without having to add yet another, a separate platform to a company’s IT stack. 

Since its launch in 2013, Supermetrics now has over 14,000 clients, from sector-agnostic Fortune 500 companies to elite marketing agencies, which each use the tool as their go-to programme to understand their marketing initiatives. Turnover has doubled each year and the highly profitable company has consistently achieved profit margins of over 30%. Customers include Nestle, Warner Brothers, L’Oreal, Hubspot, and iProspect. New customer acquisition has grown 100% annually since 2018. 

The €40 million in funding is led by Highland Europe and supported by IVP, OpenOcean, with participation from Amit Agarwal, chief product officer at Datadog, and Ilkka Paananen, chief executive of Supercell. 

Mikael Thuneberg, chief executive and founder of Supermetrics, said: “Many of our customers are struggling with growing amounts of data and data sources they need to integrate. Data warehousing would solve many of their problems, but it has not been as accessible as it could be for the masses. We are changing that with our Supermetrics for BigQuery product and this funding will accelerate our ability to bring data warehousing to a much wider audience.” 

Irena Goldenberg, General Partner at Highland Europe, said: “Mikael and his team truly understand the needs, wants and the pain points experienced by today’s professionals – regardless of the size of their business or the industry they’re in. Supermetrics’ simple, reliable, automated data integration saves time and empowers teams to make better decisions.”

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