Supermetrics Acquires Relay42 to Revolutionize Marketing Intelligence
Deal News | Jun 19, 2025 | Highland Europe (UK) LLP
In a strategic move that positions itself as a leading player in the marketing intelligence space, Supermetrics has acquired Relay42, a real-time customer data platform (CDP). This acquisition aims to create the industry's first comprehensive marketing intelligence platform by integrating data analysis, integration, and real-time personalization. Leveraging Relay42’s expertise in real-time customer data unification and Supermetrics’ robust data integration solutions, the combined entity aims to offer marketers holistic insights into customer behavior, performance metrics, and revenue outcomes. This development is in alignment with Supermetrics’ strategy to transcend traditional reporting dashboards and provide a dynamic marketing platform that facilitates AI decisioning and cross-channel optimization. Relay42 will now be able to extend its capabilities to a broader audience and capitalize on Supermetrics' extensive data integrations across various business areas, enhancing the reach and productivity of marketing campaigns globally. Thus, this merger not only underscores the evolving landscape of marketing technology but also reflects the growing demand for integrated, data-driven marketing strategies among businesses.
Sectors
- Marketing Technology (MarTech)
- Customer Data Platforms (CDPs)
- Data Analytics
Geography
- Finland – Supermetrics, the acquiring company, is based in Helsinki, Finland, providing context to the geographical background of the primary entity involved in the transaction.
- Netherlands – Relay42, the company being acquired, is based in the Netherlands, adding relevance to the Netherlands in terms of the CDP sector's contributions.
- United Kingdom – Highland Europe, the private equity firm mentioned as involved, is headquartered in the UK, indicating relevance to this geography.
Industry
- Marketing Technology (MarTech) – The article discusses the acquisition of Relay42 by Supermetrics, both companies working within the MarTech sphere, providing data integration, analysis, and customer data platform services to enhance marketing effectiveness.
- Customer Data Platforms (CDPs) – Relay42 operates as a Customer Data Platform, which is highlighted in the article. The acquisition underscores the significance of CDPs in facilitating businesses to curate rich, personalized customer experiences.
- Data Analytics – Both companies focus on data integration, analysis, and intelligence, allowing marketers to derive actionable insights from Big Data, aligning with data analytics industry functions.
Financials
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Supermetrics | Acquiring Company | Company | A Helsinki-based Marketing Intelligence Platform provider, acquiring Relay42 to enhance their marketing intelligence offerings. |
| Relay42 | Target Company | Company | A Netherlands-based Customer Data Platform, specializing in real-time customer data unification and dynamic audience building. |
| Highland Europe | Private Equity Firm | Company | A UK-based private equity firm, potentially involved in funding or supporting Supermetrics in its growth and acquisition strategies. |
| Anssi Rusi | CEO of Supermetrics | Person | CEO of Supermetrics, quoted in the article regarding the strategic benefits of the acquisition. |
| Christiaan van der Waal | CEO of Relay42 | Person | CEO of Relay42, discussed the advantages for Relay42 as part of the acquisition. |