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Pride Capital Partners finances acquisition strategy of Blue Field


Marketing company Blue Field has attracted a mezzanine loan from Pride Capital Partners to finance its acquisition strategy. Blue Field is a technology and data driven marketing company that develops and implements own dashboard solutions for customers to gain insights in marketing efforts.

Blue Field was founded in 2012 by Ulke Verkerk. Three years later Erik Klein Nagelvoort (former PwC partner) and this year Marcel Spaai joined the management team. The company is located in Amsterdam and has an office in Munich.

With its own developed Marketing as a Service (“MAAS”) platform, business insights, technology and marketing data are combined. The MAAS platform acts as an ecosystem in which the customer can gain insight and can manage its marketing efforts. In addition, Blue Field provides access to resources and media buying. The MAAS platform is sold in a subscription model, which leads to recurring revenues. Blue Field has renowned customers such as Equipe Zorgbedrijven, Annexum and Kärcher.

The acquisition strategy is aimed at broadening the product portfolio with amongst others data driven marketing solutions and adding unique technologies and expertise to the group. At the moment Blue Field looks at several companies that have strong added value to the group, providing the opportunity to even better serve the customers of Blue Field.

Erik Klein Nagelvoort (partner Blue Field): “Marketing should be and can be more accountable. We help companies realizing sustainable and predictable growth by using state of the art analytics. We focus initially on financial metrics before starting modelling with marketing metrics. Furthermore we have our unique MAAS proposition for execution. As a result companies can scale up quickly: a modern form of ‘right sourcing’.

Lars van ‘t Hoenderdaal (managing partner Pride Capital Partners): “Blue Field has a strong position in the digital marketing sector with a scalable and recurring model. Blue Field has an experienced management team and we support their vision on the buy&build strategy. We are happy to finance Blue Field in this buy&build strategy.

About Pride Capital Partners

Pride Capital Partners is a specialized private debt company, which finances profitable and growing companies in the software and ICT market for growth, acquisitions and buy-out transactions. The focus areas Benelux and DACH are targeted from offices in Amsterdam and Cologne.

The funding of Pride Capital Partners comes from its own shareholders, wealthy individuals, family offices, (former) entrepreneurs and institutional investors. The portfolio consists of amongst others OnGuard, DataManagement Professionals, The Valley, Spotzer, Bright River and German companies KAIROS and COYO.

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