firstborn group


Funding to support growth plans at tech firm

  • June 10, 2023
Mattias and Robin Kaneteg
Mattias and Robin Kaneteg

A BGF-backed, lead generation technology company headquartered in Manchester has secured funding from alternative finance provider ThinCats as it plans further expansion in the UK and Nordic markets.

Founded in 2017 by Robin and Mattias Kaneteg, Firstborn Group connects consumers and providers with financial service products. Mattias Kaneteg is also the founder of web hosting business, Miss Group, which received more than £19m from BGF, before its successful exit in 2020.

Firstborn Group, then known as ROI Media, has been backed by BGF since 2020, growing rapidly in that time through a buy and build strategy to acquire several brands and the development of a sophisticated database of more than 500,000 customers through which Firstborn Group can market products directly.

The funding will help the business leverage its extensive database, allowing Firstborn Group to target customers directly via SMS and email, offering a range of financial services.

The business will also look to continue its buy and build strategy following the integrations of four acquisitions since 2020; Raketech a consumer finance platform, Firstborn Capital, Effective Marketing and Uni Finance.

Dave Parr and Michelle Heptinstall led the deal team from ThinCats and Dave Furlong at Cowgills advised the business. Squire Patton Boggs provided legal support on the transaction.

A spokesperson for Firstborn Group said: “We have already experienced outstanding growth as our customers have seen success in generating quality leads from working with us. With the investment from ThinCats and the backing from our partners at BGF, we will continue to invest in our product development and improve the service we offer to our customers as we continue our growth across Europe.

Dave Parr, director for business development at ThinCats, added: “It’s fantastic supporting ambitious and growing businesses like Firstborn Group. Management has a clear vision

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