Amsterdam, Helsinki (Finland), 18th of June 2025 – We are pleased to announce that our portfolio company Relay42, a leading real-time Customer Data Platform (CDP), has been acquired by Supermetrics, the leading Marketing Intelligence Platform. The acquisition positions Supermetrics’ as the only Marketing Intelligence Platform to unify data integration, analysis and activation into one marketer-friendly solution. 

Marketing intelligence platform

By combining Supermetrics’ powerful data intelligence capabilities with Relay42’s real-time personalization technology, marketers can now have access to the industry’s first end-to-end marketing intelligence platform. This platform connects data performance, customer behavior and revenue outcomes in a single, intelligent system.

Relay42 & Holland Capital

Founded in 2010, Relay42’s enterprise-grade CDP unifies customer data and enables dynamic audience building, targeting, and personalized experiences across digital and offline channels, including email, web, apps and programmatic advertising. Holland Capital actively supported Relay42 in both operational and strategic development since becoming a shareholder in 2015.

Jorg van der Heijden, Partner Holland Capital, “It has been a pleasure to support Relay42 on their journey over the past years. We’ve greatly valued the close collaboration with the management team and wish the company all the best in this exciting new chapter alongside their new partner”.

Christiaan van der Waal, CEO Relay42, “I’m grateful for the years of support we’ve been getting from Holland Capital. Their vast experience has helped us to grow and to navigate through the M&A process. What stood out for me was the short communication lines and partnership to make decisions quickly.”

About Relay42

Relay42 is a real-time Customer Data Platform (CDP) that empowers businesses to create meaningful customer relationships by utilizing smart technology to transform fragmented interactions into seamless journeys. Relay42 gives businesses the freedom, flexibility, and agility to build sustainable customer relationships, using valuable customer data as a baseline. Global brands, including Air France, KLM, Levi’s, rely on Relay42 to anticipate and address customer needs in real time across all online and offline channels.

About Supermetrics

Supermetrics is the leading Marketing Intelligence Platform, fueling insights for 200,000+ companies in 120 countries. By simplifying data integration and management, Supermetrics empowers businesses to become data-informed, turning insights into growth-driving decisions. Analyzing 15% of global ad spend, Supermetrics enables brands and marketing agencies to navigate privacy-first analytics with confidence. Founded in 2013, the Helsinki-based scale-up has 360+ employees worldwide, partnering with businesses to scale their marketing efforts and maximize the value of their data.

About Holland Capital

Holland Capital has been responsibly and successfully investing in promising Dutch and German SMEs with growth ambitions for over 40 years. The team understands entrepreneurship and fosters an open, sustainable, and professional relationship with the management teams of the invested companies, aiming for mutual growth. With offices in Amsterdam and Düsseldorf, Holland Capital focuses on Healthcare, Technology, and Agrifood-Tech sector. The firm actively supports Relay42 in both operational and strategic development since becoming a shareholder in 2015.