PRIMELIS
Acquired by
INITIATIVE & FINANCE
PRIMELIS acquired by INITIATIVE & FINANCE
Target
PRIMELIS
Acquirer
INITIATIVE & FINANCE
Context
Initiative & Finance has invested €11M into Primelis to support its ambition of becoming the European leader in organic search (SEO). This investment follows a period of strong performance where the agency successfully met its previous three-year revenue target of €5M. The funding is specifically intended to support the agency's organic development and its initial external growth projects, which were already under review at the time of the transaction.
PRIMELIS, which reported an EBITDA margin of LOGIN in 2018, is valued in this transaction at an EV/EBITDA multiple of LOGIN, a level to compare with the average currently observed in the TMT (Tech, Media, Telecom) sector (12.8x).
Note that this data is based on contribution from our growing community, composed of M&A and Private Equity professionals, and has been verified by our team to ensure its accuracy.
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Target
Primelis is a high-growth digital marketing agency that has evolved into a "SaaS-enabled" platform, specializing in organic search (SEO), paid search (SEA), and social media advertising. Originally a pure consulting firm, the company shifted its strategy in 2017 to develop proprietary tracking and optimization software. These tools, which were initially for internal use by consultants, are now marketed directly to advertisers as a standalone or bundled SaaS offering. This hybrid model allows the firm to act as a "tech-tooled agency" or a "consultancy-backed SaaS platform," effectively using technology as a Trojan horse to enter major accounts.
Ent. Value
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Equity Value
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Multiples Analysis
EV / Revenue
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EV / EBITDA
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EV / EBIT
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Historical Financials (EUR)
Other operations with PRIMELIS
| Date | Acquirer | Target | Country | Sector | Deal Context |
|---|---|---|---|---|---|
| 03/2024 | SAGARD | PRIMELIS | FRANCE | Media & Internet | Sagard has emerged as the winner of a competitive auction process managed by Amala Partners and eCap Partner, acquiring a majority stake in Primelis. The transaction values the company with a premium valuation underpinned by a 40% average annual growth rate over the last five years. The financing package includes a unitranche debt provided by Eurazeo Private Debt, which is structured to potentially evolve into a senior debt with PIK (Payment-in-Kind) interest to maximize reinvestment into growth. The deal also includes a dedicated CAPEX line strictly engineered to fund an upcoming build-up strategy. Following the successful "cracking" of the US market, this new partnership is designed to transform Primelis into a global MarTech leader with imminent launches planned for Canada, Mexico, and the United Kingdom. |
REFERENCES
Authors: mynth contributor (mynth data is contributed by M&A / PE professionals and systematically cross-verified with private deal documents and official press releases).
Press release: view release
Target: primelis
Acquirer: initiative & finance