What MVF does

MVF (legal name Marketing VF Ltd) is a London-headquartered, privately held customer-generation platform founded in 2009 that connects businesses with in-market consumers and buyers. The company operates through two primary divisions — B2B (lead generation for enterprise software, SaaS, and technology buyers such as Monday.com, Epos Now, Toast, Samsara, and Web.com) and B2C (connecting consumers with suppliers across categories such as home services, senior care, sustainability, and relocation through comparison content and product reviews). MVF monetizes via three revenue streams: lead-generation fees paid by matched suppliers on a cost-per-lead basis, affiliate and partner commissions (CPC/CPL/CPA across 200+ publishers and 250+ offers), and advertising across its owned media properties. The business is supported by a proprietary technology platform comprising Chameleon (adaptive monetization widgets), API Feeds (client system integrations), a Data Feedback Loop (automated conversion-data ingestion), and Phobos & Mercury, an ML-powered optimization engine managing 30+ paid and organic marketing channels with approximately $100 million in annual media spend overseen by Director of Paid Marketing Tom Read.

The core distribution engine is a portfolio of 210+ owned and acquired specialist media brands (Tech.co, Expert Reviews, The Eco Experts, WebsiteBuilderExpert, Startups, MoveHub, Expert Market, HearClear, The Inside Lane, The Prep, MintPillow) that collectively attract 148 million monthly website visitors and feed a 34-million-record first-party database of purchase-intent audiences. The model is roll-up-driven: MVF has completed seven acquisitions in six years (including Approved Index in 2013, Startups.co.uk in 2017, Tech.co in 2018, Appwiki.nl in 2020, and Expert Reviews in 2022) and is backed by European private equity firm Bridgepoint. Operations span the UK (London headquarters at Wenlock Works), the United States (Austin, TX regional HQ serving Americas growth under MD Thomaz Steuerman), and additional country sites in Spain, France, and Brazil. The company employs 251–500 staff and is led by CEO Elizabeth Deeming (formerly of Future plc and Hyve plc), with David Thal serving as Group Chief Commercial Officer and Mike Winn as CFO. Recent AI deployment extends AI-agent capabilities across voice (synthetic-voice telephone outreach) and text (WhatsApp/OTT chatbots) channels, while the company remains GDPR-compliant as a registered UK ICO data controller.

Name

MVF

Legal name

Marketing VF Ltd

Website

https://mvfglobal.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

251–500 employees

Short description

MVF is a London-based customer-generation platform that uses a portfolio of 210+ owned media brands, a 34-million-record first-party intent database, and ML-driven multi-channel optimization to deliver qualified B2B and B2C leads for enterprise clients and SMB suppliers globally.

Ownership category

akta.pro rank

Product category

Customer Generation Platform

NAICS

Advertising, Public Relations, and Related Services (5418), Media Buying Agencies (54183), Publishing Industries (513)

SIC

Services-Advertising (7310)

akta.pro primary industry

Lead Generation & Performance Media (B2B/B2C) (MPAAACAK)

akta.pro secondary industry

Search Engine Marketing (SEM) / Paid Search (PPC) Management (MPAAACAB)

Keywords

• Customer generation platform
• Lead generation services
• Performance marketing
• Media brand portfolio
• Affiliate marketing network

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Supply Chain

Revenue model

1. Lead Generation Fees: MVF generates leads by connecting customers seeking products/services with relevant suppliers. When customers submit webforms expressing interest, MVF shares their information with matched suppliers who then follow up directly. Revenue is generated through lead delivery fees or cost-per-lead arrangements with supplier partners.
2. Affiliate/Partner Revenue: MVF operates an affiliate partner program where publishers, bloggers, and website owners generate revenue by promoting MVF brands and offers. Partners earn commissions through CPC, CPL, and CPA models across 250+ offers in multiple geographies. MVF handles securing budgets and payments from brands.
3. Content/Media Advertising: Through owned media brands (product review sites, newsletters, marketing campaigns), MVF monetizes traffic through display advertising, sponsored content, and lead generation. Their 210+ media brands attract millions of visitors monthly who compare purchase options.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

MVF is a customer generation platform that connects companies with in-market buyers and helps consumers make informed purchase decisions through a portfolio of 210+ specialist media brands. The company delivers qualified leads to business clients in both B2B and B2C segments using its 34M+ first-party audience database, proprietary ML-driven marketing optimization (Phobos & Mercury), and multi-channel content marketing campaigns. Revenue is earned through lead generation fees, affiliate commissions, and advertising across verticals including SaaS, logistics, accommodation, F&B, senior care, health, and business services.

Product overview

MVF is an integrated media and marketing company operating a platform-plus-content portfolio model. The core technology platform includes Chameleon (adaptive monetization widgets), API Feeds (system integrations), Data Feedback Loop (conversion tracking), and Phobos & Mercury (ML-powered multi-channel optimization). These are complemented by a portfolio of 20+ owned and acquired media brands spanning B2C comparison sites (Expert Market, The Eco Experts, WebsiteBuilderExpert, HearClear), B2B publications (Startups, Tech.co), and acquired properties (Expert Reviews). The platform connects buyers and readers to generate qualified leads for clients while helping consumers make informed purchasing decisions.

Differentiator

Problem solved

Functional benefit

Products and services

• B2B Customer Generation Service Lead generation and customer acquisition service for B2B clients (e.g., Monday.com, Epos Now, Web.com, Samsara, Toast), combining owned-media content, paid media across 30+ channels, and ML-driven optimization to deliver qualified in-market leads.
• B2C Customer Generation Service Consumer lead generation service for businesses across home, health, senior care, eco, website building, and lifestyle categories. Delivers qualified consumer inquiries via MVF-owned comparison and review properties.
• Affiliate Partner Program Affiliate publisher program enabling bloggers, vloggers, and website owners to monetize their audiences through MVF's brand offers with commission payouts, dedicated partnership support, training, and growth optimization.

Quantifiable outcome

• Conversion rates increased by 165% while reducing acquisition costs
• +3 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability4 records

Feature4 records

Partnerships

One partnership is on record.

• Affiliate Partner PublisherscoreChannel Partner/ Reseller/ DistributorMVF operates a global affiliate partner network of 200+ publishers, bloggers, vloggers, and website owners who monetize their audiences by promoting MVF's brand offers. Partners earn commissions via CPC, CPL, and CPA models across 250+ offers in multiple geographies. MVF provides dedicated partnership teams for training, support, and growth optimization.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• QuinStreet: US-listed performance marketing and lead generation company operating across insurance, education, financial services, and home services verticals. Closest direct peer to MVF given shared business model of monetizing owned media with lead-gen fees.
• Awin: Global affiliate marketing network with operations across multiple geographies and partner programs analogous to MVF's 200+ publisher affiliate program and 250+ brand offers. Direct competitor in the affiliate/partner lead-gen layer.

Broad incumbents

• Ziff Davis: Public digital media and lead generation conglomerate owning brands like PCMag, Mashable, IGN, and Everyday Health. Comparable to MVF as a portfolio of content brands monetized through advertising and lead generation at scale.
• Red Ventures: Private (Silver Lake-backed) digital media company operating comparison and lead generation brands (Bankrate, CreditCards.com, The Points Guy). Closely comparable business model to MVF with both owned content and lead delivery.
• HubSpot: Public marketing, sales, and CRM platform offering inbound marketing, lead capture, and automation tools that compete for the same marketing budgets as MVF's lead-generation services. Broader incumbent rather than direct niche competitor.
• Dotdash Meredith: Operating subsidiary of IAC owning portfolio of content brands monetized through advertising and affiliate lead generation. Comparable owned-media + lead-gen operating model to MVF's 210+ brand portfolio.
• Future plc: FTSE-listed UK media company operating 200+ content brands across technology, lifestyle, and B2B sectors. MVF CEO Elizabeth Deeming led Future plc's B2B Division and Director of Corporate Development Akshay Patel came from Future. Comparable business model of monetizing owned content with lead generation and advertising.

Emerging players

• Acceleration Partners: Independent affiliate and partner marketing agency serving B2B and B2C brands. Comparable to MVF's partner program arm but without the owned content portfolio scale.

Regional players

• TradeTracker: European-headquartered affiliate marketing network. Comparable affiliate partner model to MVF's program with overlapping European geographic footprint but no comparable owned content portfolio.
• NMPi (Incubeta): UK-based independent performance marketing agency (acquired by Incubeta) where MVF's COO Andrew Harkness previously held senior leadership. Directly comparable paid search and performance media capability serving UK and European markets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/MVFGlobal
• YouTubeyoutube.com/channel/UCH0ww0AE4wBrmR-QueNq_2Q
• Facebookfacebook.com/mvfglobal
• LinkedInlinkedin.com/company/mvf
• Instagraminstagram.com/mvfglobal

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries9 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A4 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MVF