Bridgepoint buys digital marketing specialist MiQ from ECI Partners

ECI has realized a 6.1x return on the sale.

  • MiQ is a marketing specialist that works with companies to turn data into advertising campaigns
  • The acquisition will support MiQ’s next phase of growth via international expansion and client growth
  • ECI initially invested in MiQ in 2017

UPDATED Bridgepoint has purchased a stake in data-driven marketing service provider MiQ from ECI Partners. The deal is reportedly valued at $900 million. Bridgepoint is taking a majority stake in the company, a source familiar with the deal told PE Hub Europe. ECI invested initially in the target in 2017 and has realised a 6.1x return on the exit, according to the press release. All three companies are based in London.

MiQ was founded in London in 2010 by Gurman Hundal and Lee Puri and is a marketing specialist that works with companies to turn data into advertising campaigns. Bridgepoint will support MiQ on its international expansion and client growth.

“It offers leading analytics solutions and platforms to companies everywhere and has achieved significant growth over the last few years,” said Charles Welham, director of Bridgepoint in London. “We look forward to providing the necessary expertise to help maximise the company’s market potential.”

Bridgepoint is a London-headquartered private equity firm with over €37 billion in assets under management. It has invested approximately €2.4 billion in its private equity portfolio in the last 12 months.

“Since our investment the team have developed and executed an incredible North American expansion strategy, with over two thirds of group revenue now coming from the US,” said Tom Wrenn, partner at ECI. “Delivering a 6.1x return is representative of the fantastic partnership, and Gurman and Lee’s enthusiasm and ambition has made this investment a career highlight.”

ECI is a London-based private equity firm that invests in growth businesses valued up to £300 million ($349 million; €349 million). Since 1990 51 percent of its investments have been founder-backed and it has made 105 management buyouts.