Investor Armira backs growth of AdTech firm Factor Eleven
Marketing software company Factor Eleven has received new backing as it seeks to expand across Europe. The firm’s purchase by investment firm Aemira was supported by advice from a number of professional services firms, including consultants from CIL and CMS.
Online advertising is booming and capturing an increasing share of the advertising budget. However, amid an age of data, analytics and automation, consumers increasingly expect ads to be relevant and highly engaging. Factor Eleven is a company which is looking to drive innovation in relation to these changings, while actively shaping what has become known as the AdTech landscape.
Founded in 2014, Factor Eleven is a Hamburg headquartered company providing clients with a one-stop software solution for their cross-channel campaigns. The company currently employs just under 100 people and is active on the Austrian and French markets in addition to the German market – with plans to expand into new locales in the future.
This proposition attracted the attention of Armira. The Munich based firm invests in established, market leading and high growth companies in Europe with a focus on family businesses and technology. The company offers closed-end alternative investment funds that acquire equity interests in medium-sized companies in Germany and, where appropriate, in Austria and Switzerland.
A new investment from Amira will help Factor Eleven grow across Europe. The deal will see its main shareholders – a family holding of the founder and CEO, Alexander Anhuth, and a family holding of the entrepreneur and investor Werner Dreesbach – give up their majority stake in the company.
CMS advised the sellers of Factor Eleven. Meanwhile, global law firm White & Case has advised Armira on the M&A and financing aspects of its acquisition of Factor Eleven, a leading German digital marketing software company. Meanwhile, Armira was also advised on the deal by a transaction team from Rödl & Partner. And a team from CIL served as a commercial advisor to Armira during the process.
Juliane Kaden-Botha, CIL Partner, commented, "Our work with Armira and Factor Eleven was underpinned by our extensive experience in the AdTech space and leveraged the strengths of the international CIL team. Congratulations to all involved in the deal, and we look forward to seeing how Factor Eleven internationalises and expands its product offering in the coming years."
