Voyado Announces New Majority Shareholder in Viking Global
Deal News | Jun 17, 2025 | Verdane
Swedish SaaS company Voyado has announced that entities affiliated with Viking Global Investors, a global investment firm, will become its new majority shareholder. The investment is anticipated to enhance Voyado's capacity to scale product development and maintain a focus on delivering value to the retail sector. Voyado has become a leading retail technology provider in the Nordics and expanded into the UK, Benelux, and Germany. The company boasts a customer base of over 400 brands and an average annual growth rate of 32% over the past three years. Viking Global Investors, based in the US and co-founded by a Norwegian, sees potential in Voyado's focused retail solutions as legacy systems are being phased out in favor of modern solutions. This transition occurs amid challenges in the tech investing landscape and as retailers face pressures to operate more like tech companies. The investment was finalized and awaits regulatory approval, marking a new chapter for Voyado as it aims to help more retailers harness the power of loyalty and customer retention.
Sectors
- Finance & Investment
- Retail Technology
- SaaS (Software as a Service)
Geography
- Sweden – Sweden is the primary location of Voyado, a key participant in the investment deal discussed in the article.
- United States – The US is relevant through Viking Global Investors, a significant investment firm involved as the new majority shareholder.
- Nordic Region – Voyado has a strong presence in the Nordics, which is a focal point for its services and customer base expansion.
Industry
- Finance & Investment – The involvement of investment companies Verdane and Viking Global Investors characterizes this as finance and investment activity, particularly with private equity and investment transactions.
- Retail Technology – Voyado's role as a SaaS company dedicated to the retail sector highlights the focus on retail technology, particularly solutions improving e-commerce and personalization.
- SaaS (Software as a Service) – As Voyado is a provider of SaaS solutions tailored to retail, the industry classification surrounds software services impacting customer experience and loyalty.
Financials
- 3.5 billion SEK – Valuation of Voyado following recent investments and growth trends.
Participants
| Name | Role | Type | Description |
|---|---|---|---|
| Voyado | Target Company | Company | A Swedish SaaS company focusing on retail technology, with a customer experience platform for optimizing loyalty and e-commerce. |
| Verdane | Partial Seller | Company | A growth buyout investment firm partnering with tech-enabled and sustainable businesses; previously a significant shareholder in Voyado. |
| Viking Global Investors | Majority Buyer | Company | A global investment firm acquiring a majority stake in Voyado; focused on long-term and research-intensive investments. |
| Novax | Existing Shareholder | Company | An investment firm remaining as a shareholder in Voyado post-transaction. |
| H&M Group | Existing Shareholder | Company | Part of the existing shareholder base in Voyado, indicating its critical partnership within the retail technology space. |