Supermetrics’ raises €40 million for its leading martech tool; plans major product and industry expansion across existing global markets

Designed by marketers for marketers, Supermetrics is an out-of-the-box tool that consolidates reams of data from multiple sources into their analytics and reporting tools
Using Supermetrics, marketers can draw actionable insights from consolidated data and automate reports
Supermetrics’ customers include Fortune 500 companies and data driven marketing agencies around the world
Series B raise will support a push into the $18 billion data warehousing market, as well as further global expansion to new sectors including finance and HR
Highland Europe led the round with participation from IVP, OpenOcean, Amit Agarwal, chief product officer at Datadog, and Ilkka Paananen, chief executive of Supercell

Helsinki, Finland, August 25, 2020 — Supermetrics – the 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, to fund 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 favorite 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 in excess of 14,000 clients, from sector-agnostic Fortune 500 companies to elite marketing agencies, which each use the tool as their go-to program 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.

Supermetrics was created by former marketing analyst Mikael Thuneberg who created the tool that he needed as an analyst in the marketing industry. With marketing data increasing drastically in volume, the Finnish company has launched data warehousing tools in a market projected to be worth $18 billion by 2021. By working with Supermetrics for data warehousing, marketers can efficiently secure ownership of their historical data, create capacity for larger amounts of data storage, and analyse larger datasets without friction.

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.

“In the current economic climate, it is a huge sign of faith in our long-term ambitions to have such distinguished investors inject this capital into our next stage of growth. The doors have been swung open for us with these backers. We fully intend to utilise all of their knowledge, contacts and expertise to expand our product, team, and marketing capabilities beyond what I ever could have envisioned when I started the company a decade ago.”