Marketing automation specialist Ternair finds new partner in Nedvest for accelerated growth

Ternair, provider of marketing automation software, enters into a strategic partnership with investor Nedvest. The partnership is aimed at accelerated growth with Ternair as a new platform investment for Nedvest. Hogenhouck m&a advised Ternair in this transaction.


A unique combination

Ternair, founded in 2006, is a Dutch software company that provides a combination of Marketing Automation Software and a Customer Data Platform. The platform’s unique selling points are that the software can connect directly and intelligently to multiple data sources and is omnichannel deployable, allowing marketers to quickly create effective personalized campaigns and work with real-time data. In addition, Ternair’s professionals support the creation of marketing campaigns and provide user training to achieve optimal results with the software.


Strongly growing marketing automation market

The market for marketing automation solutions is growing very fast, with clout, sales power and development capacity becoming key. Early last year, Ternair’s shareholders and management formulated an ambitious plan to become one of the top players in both the Dutch, Belgian and German markets. Ternair sought a partner to jointly address the above points and support the company in their ambitious growth plans. The selection process for a partner for Ternair was carefully conducted. After reviewing several options, Nedvest, an investor specializing in software, proved to be the perfect new partner for Ternair.


Partnership with growth ambitions

The process was initially initiated with the idea of joining a strategist, but eventually the choice was made to build further with an investor, Nedvest. Recognizing the quality of the product, the drive of the organization and the growth potential of Ternair, they stepped in as new shareholders. With Ternair as a new platform investment, it will focus on growth through international expansion, buy-and-build and synergy potential within Nedvest’s portfolio.


Healthy dose of stubbornness

With the start of the cooperation between Ternair and Nedvest, founder and shareholder Erik van Stiphout, says goodbye to Ternair after 17 years. Co-founder and shareholder Eelco Gerritsma as well as the entire management will stay on to further expand the organization. Erik van Stiphout looks back: “When we started our company in 2006, we were simply convinced that things could be done better, faster and smarter in the world of database marketing. With our software solutions and services, we wanted to be able to make the difference for customers and users. The basis of Ternair was and always has been the same: craftsmanship (ability), dedication (desire) and integrity (being). And that with a healthy dose of individuality; we don’t give what customers ask for, but what customers want. I look back with pride and forward with confidence. With Nedvest, Ternair has found a partner for further growth and prosperity,” says Erik van Stiphout.


Huge potential

The Hogenhouck team that advised Ternair in this transaction included Victor Rosier and Thijs Piso. Victor Rosier on the process with Ternair: “This process proved again that finding the right partner does not always follow pre-determined lines. Whereas at the beginning of the process the entrepreneurs were strongly committed to connecting with a strategist, we ended up further building Ternair as a leading platform in this sector through organic growth and an active buy-and-build together with a reputable software investor. Ternair is a company with an enormous drive to always achieve the best possible results for their customers in everything they do, and they have a great product that makes this possible as well. Nedvest is a partner that perfectly understands the DNA and potential of the company and can help them realize their future growth ambitions. This partnership will certainly ensure that Ternair will realize its ambition to become one of the top players within the segment.”

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