Bridgepoint has announced its decision to take a majority stake in SAMY Alliance, reinforcing its partnership with the social-first digital marketing group. Since its initial investment in 2023, SAMY has surpassed €100M in annual revenue and expanded globally through strategic acquisitions. This new chapter will focus on technology enhancement, geographic expansion, and continued growth in the digital marketing sector.
The new investment solidifies Bridgepoint’s position as the majority stakeholder in SAMY Alliance, reflecting its confidence in the company’s potential. As part of the transaction, Aurica Capital will sell its shareholdings to Bridgepoint, while SAMY’s founders and management team continue to lead the company’s growth strategy. The deal is expected to close in the first quarter of 2024, pending regulatory approvals.
Founded in 2012, SAMY Alliance specializes in social-first marketing services, combining proprietary software and advanced analytics to empower brands in the influencer and social media space. With over 600 employees across 15 countries, SAMY serves a diverse portfolio of blue-chip clients. Recent acquisitions, including Kurio in Helsinki, MDS in Bogotá, and Content Lab in the U.S., have strengthened its global presence.
The digital marketing sector continues to grow rapidly, driven by the increasing importance of social media and influencer-led campaigns. SAMY Alliance, with Bridgepoint’s support as the majority stakeholder, is well-positioned to capitalize on this trend. The company plans to enhance its technology platform, enter new markets, and pursue strategic M&A opportunities to maintain its leadership in the industry.
In 2024, SAMY achieved €100M in revenue and completed three key acquisitions. Looking ahead to 2025, the company aims for double-digit growth and will open a new office in Milan, marking its entry into the Italian market.
Héctor Pérez, Partner at Bridgepoint, said:
“We are thrilled to continue our partnership with SAMY Alliance, a business that has consistently demonstrated leadership in the rapidly evolving social media marketing sector. This majority investment reflects our belief in the strength of its management team, its innovative solutions, and its potential for continued growth. We are excited to work alongside the team to further their success.”
Juan Sanchez-Herrera, Chairman and Co-founder of SAMY Alliance, said:
“Bridgepoint’s reinvestment marks an exciting milestone for SAMY Alliance. Their support has strengthened our foundation for growth, and together, we’re ready to expand globally, drive innovation, and further our leadership in the social media marketing space.”
Patricia Ratia García-Oliveros, Co-founder of SAMY Alliance, said:
“Bridgepoint’s support has been pivotal in helping us accelerate our growth and deliver exceptional outcomes for our clients. With this majority investment, we are eager to build on our achievements and expand our footprint in the global digital marketing space.”
Marta Nicolás. Co-Founder of SAMY Alliance, said:
“With the strong financial support of Bridgepoint, we are poised to deliver on our vision with confidence. This partnership unlocks unparalleled global growth opportunities and enables us to engage with larger, more ambitious clients worldwide, solidifying our position as a leader in social-first marketing.”
Martín Vargas, Investment Director at Aurica Capital, said:
“As Aurica concludes its partnership with SAMY Alliance, we take immense pride in the remarkable journey we’ve shared over the past years. SAMY’s evolution from a promising startup to a global marketing leader with a truly innovative positioning strategy and cutting-edge technological capabilities is a testament to the team’s vision and dedication. We are confident that Bridgepoint’s involvement will propel SAMY to even greater heights, and we look forward to seeing the company’s continued success on a global scale.”
Bridgepoint was advised by JEGI Clarity (M&A), Uria (Legal), PWC and Marsh (Due Diligence).
SAMY Alliance was advised by Cuatrecasas and Herbert Smith (Legal).
With Bridgepoint’s support as the majority stakeholder in SAMY Alliance, the company is poised to strengthen its global leadership in social-first marketing.
