Digital Rewards Group Eyes US Expansion with Fresh Funding
Deal News | Mar 11, 2025 | Business Cloud
Digital Rewards Group (DRG), an Altrincham-based tech company, has secured investment from Maven Capital Partners through its new Management Buyout Fund II. The deal aims to support DRG's expansion into the US, strengthening its technological, data, and product offerings. Renowned for its loyalty-led brand partnership campaigns and exclusive discounts through Kids Pass, the company also runs digital platforms like Global Hotel Pass and DaysOut.com, aiming to cement itself as a leader in family-focused experiences across the UK. Maven's involvement in this funding round was spearheaded by Ryan Bevington and Jeremy Thompson, alongside ThinCats providing senior debt. To further bolster its growth phase, DRG has appointed Andrew Gunson as CFO and former PerkBox CEO Gautam Sahgal as non-executive chairman. DRG's CEO, Andrew Kilmartin, expressed enthusiasm about Maven's partnership, noting the shared values and expertise in scaling digital businesses internationally.
Sectors
- Digital Technology
- Private Equity
- Travel & Leisure
Geography
- United Kingdom – DRG is based in Altrincham, UK, and aims to lead the market in discounted family experiences across the UK.
- United States – The company is planning to accelerate its growth in the US as a part of its new funding strategy.
Industry
- Digital Technology – DRG operates digital platforms connecting users with experiences and brand partnerships, highlighting its core digital technology focus.
- Private Equity – Maven Capital Partners' role in funding DRG indicates the relevance of private equity in facilitating DRG's expansion and strategic growth initiatives.
- Travel & Leisure – DRG's platforms like Kids Pass and Global Hotel Pass cater to leisure experiences, focusing on discounted, family-oriented offers.
Financials
- Undisclosed – Investment from Maven Capital Partners and senior debt funding by ThinCats. Exact financial details are not disclosed.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Digital Rewards Group | Target Company | Company | An Altrincham-based tech company aiming to expand its digital platforms and loyalty solutions internationally. |
| Maven Capital Partners | PE Investor | Company | A private equity firm providing funding for DRG's growth and international expansion plans. |
| ThinCats | Senior Debt Provider | Company | Provided senior debt funding for the transaction alongside Maven's investment. |
| Ryan Bevington | PE Partner | Person | Partner at Maven's Manchester office leading the investment into DRG. |
| Jeremy Thompson | PE Partner | Person | Partner at Maven's Manchester office leading the investment into DRG. |
| Andrew Gunson | Chief Financial Officer | Person | Appointed as CFO of DRG to support its growth phase. |
| Gautam Sahgal | Non-executive Chairman | Person | Former PerkBox CEO appointed as non-executive chairman at DRG. |
| Andrew Kilmartin | Chief Executive Officer | Person | CEO of Digital Rewards Group, leading the company's growth and expansion efforts. |