Initiative & Finance invests in Primelis
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 [members only] in 2018, is valued in this transaction at an EV/EBITDA multiple of [members only], to compare with the average currently observed in the TMT (Tech, Media, Telecom) sector (14.6x in 2026).
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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
[members only]
Equity Value
[members only]
Multiples
EV / Revenue
[members only]
EV / EBITDA
[members only]
EV / EBIT
[members only]
Historical Financials (EUR)
Other operations with Primelis
| Date | Acquirer | Target | Country | Sector |
|---|---|---|---|---|
| 03/2024 | SAGARD | PRIMELIS | FRANCE | Digital Marketing, SEO, SEA, Data Analytics |
Other operations with Initiative & Finance
| Date | Acquirer | Target | Country | Sector |
|---|---|---|---|---|
| 05/2026 | INITIATIVE & FINANCE | AIRESS | FRANCE | HVAC |
| 10/2025 | INITIATIVE & FINANCE | YMAG | FRANCE | Industry-Specific Software |
| 05/2019 | INITIATIVE & FINANCE | NORD COFFRAGE | FRANCE | Equipment Rental |
| 05/2015 | INITIATIVE & FINANCE / ISATIS CAPITAL | PURE TRADE WORLDWIDE | FRANCE | Packaging & Containers |
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REFERENCES
Revenue range: REV €5–25M
Note: This page provides detailed data on a private equity M&A transaction. Detailed and exact financial metrics for the acquisition of Primelis by Initiative & Finance are reserved for mynth community members. Register for free to unlock full data.
Authors: This transaction was contributed by a verified mynth contributor and cross-checked against available transaction documents and official company communications.
Press release: view release
Target: primelis
Acquirer: initiative & finance
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