Nayoki

What Nayoki does

Nayoki Performance GmbH is a privately held, owner-managed digital performance marketing agency headquartered in Munich, Germany, founded in 2004 by André Soulier. The firm operates as part of the Nayoki Group alongside wholly-owned influencer-marketing subsidiary ADDFAME GmbH and joint venture NAYOKI Mediaplus GmbH & Co. KG (formed in 2018 with SERVICEPLAN-Gruppe SE). With 100+ employees, Nayoki is described as one of the largest owner-managed digital-media agencies in Germany, serving enterprise and mid-market clients across fashion/retail, automotive, consumer goods, and B2B verticals (including BMW, Unilever, Philip Morris, bugatti, Wolford, Hiscox, and Daikin).

The company's core offering is a multi-channel performance marketing stack comprising six service lines: CRM & Email Marketing, Data Analytics & Web Tracking, SEO & Content, SEA, Affiliate Marketing, and Social Paid advertising. Underlying technology is built on third-party CRM platforms (Klaviyo, Salesforce, HubSpot), tag management systems (Google Tag Manager, Tag Commander), web analytics (Google Analytics 4, Webtrekk/Mapp, Econda), server-side tracking integrations (Meta Conversions API, Google Enhanced Conversions), and e-commerce connectors (Shopify, WooCommerce). Nayoki applies AI/ML for predictive analytics, dynamic product recommendations, automated segmentation, and generative AI-assisted copy within CRM and SEA workflows. Google Premium Partner status, plus certifications with Meta, Awin, Webgains, Criteo, Ryte, and Commanders Act, provide platform-level access and recognition.

Nayoki generates revenue through recurring monthly retainer fees (Honorare) for its own services, plus pass-through third-party media costs (Mediakosten) and performance-based affiliate fees billed on CPC, CPO, and CPL models. Distribution is direct enterprise sales with written proposals and contractual agreements; there is no self-service or marketplace channel. The company also operates the annual Digital Insights event as a demand-generation and client-retention channel and maintains an active content/blog presence for inbound lead capture.

Name

Nayoki

Legal name

Nayoki Performance GmbH

Website

https://nayoki.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Nayoki is a privately held Munich-based performance marketing agency serving enterprise and mid-market brands across fashion, retail, automotive, and B2B verticals with CRM, SEA, SEO, affiliate, social paid, and data analytics services, operating as part of the Nayoki Group with ADDFAME and the Nayoki Mediaplus joint venture.

Ownership category

akta.pro rank

Product category

Digital Marketing Services

NAICS

Advertising Agencies (54181), Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Sales Enablement & Revenue Operations (RevOps) Tools & Services (BPAFAFAJ)

akta.pro secondary industries

Affiliate & Performance Creator Programs (BPAFAHAG), Influencer Discovery, Vetting & Due Diligence Services (BPAFAHAE)

Keywords

• Performance marketing services
• Search engine advertising
• Affiliate marketing management
• Email marketing automation
• Search engine optimization

Headquarters

HQ city

München

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Performance Marketing Agency Fees (Honorare): Fees charged for Nayoki's own marketing services (termed 'Honorar'). Billed via written proposals/quotations with 14-day payment terms. Recurring retainer arrangements are common (paid on the third working day of the following month). Monthly coverage fees (Deckungspauschale) may be contractually agreed upon. Annual price adjustments are reserved. Minimum purchase obligations may be contractually stipulated. Nayoki does not disclose individual fee components to clients.
2. Third-Party Media Costs (Mediakosten): Fees for third-party services (Drittleistungen) such as media buying, advertising inventory, and publisher fees passed through to clients as a separate cost component alongside agency fees. Nayoki does not disclose individual fee components to clients. Both honorarium and mediakosten are exclusive of statutory VAT.
3. Affiliate Marketing Performance Fees: Affiliate marketing campaigns managed on performance-based models including CPC (Cost per Click), CPO (Cost per Order), and CPL (Cost per Lead). Performance-based billing makes economic risk transparent and calculable for clients. Nayoki manages the complete process chain including partner selection, tracking, and billing.
4. Lead Generation and CRM Services: B2B and B2C lead generation campaigns including internal measures (Sticky Ads, competitions) and external measures (sponsoring, affiliate). CRM services from strategy consulting to execution and success measurement, including technology selection and IT interfaces. Often combined with email marketing programs.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Nayoki Performance GmbH is a full-service digital marketing agency that plans, executes, and measures data-driven performance marketing campaigns across SEA, SEO & Content, Affiliate Marketing, CRM & Email Marketing, Social Paid (Meta, TikTok, Pinterest, LinkedIn), and Data Analytics & Web Tracking for enterprise and mid-market brands. Services include strategy, technology selection, integration with CRM and e-commerce platforms, server-side tracking, and ongoing optimization to deliver measurable outcomes such as ROAS, CPA, and customer lifetime value.

Product overview

Nayoki is a German performance marketing agency offering a comprehensive suite of digital marketing services under one roof. The core offering is a multi-channel performance marketing platform comprising CRM & Email Marketing, Data Analytics & Web Tracking, SEO & Content, SEA, Affiliate Marketing, and Social Paid advertising services. The agency operates as part of the Nayoki Group, which includes subsidiary ADDFAME (influencer marketing) and joint venture NAYOKI Mediaplus (media services with Serviceplan Group), enabling holistic full-funnel marketing capabilities from brand awareness through conversion and loyalty.

Differentiator

Problem solved

Functional benefit

Products and services

• Performance Marketing Services End-to-end performance marketing offering spanning strategy, campaign execution, and measurement across all digital channels for enterprise and mid-market brands.
• SEA (Search Engine Advertising) Search engine marketing services including search ads, product ads (Shopping), local ads, app marketing, and display advertising across Google Ads and Microsoft Ads, using a proprietary SEA campaign architecture and continuous optimization loop.
• SEO & Content Search engine optimization services including technical SEO audits (crawl, indexability, Core Web Vitals, page speed, information architecture), on-page/off-page analysis, and data-driven content creation using keyword and audience-specific topic research, including GEO (Generative Engine Optimization).
• Affiliate Marketing Full affiliate marketing program management including campaign conception, partner selection, network and publisher communication, ad material management, tracking, performance measurement, and final billing on CPC, CPO, and CPL performance models.
• CRM & E-Mail Marketing Customer relationship management and email marketing service covering strategy consulting, technology selection, IT interfaces, lifecycle campaigns, AI-driven predictive analytics, dynamic segmentation, hyperpersonalization, lead generation, and omnichannel orchestration (email, SMS, WhatsApp, push, on-site).
• Data Analytics & Web Tracking Comprehensive tracking and analytics implementation including GA4, Webtrekk (Mapp), Econda, Google Tag Manager, Tag Commander, server-side tracking with Meta Conversions API and Google Enhanced Conversions, heatmaps and session recordings via Microsoft Clarity, and data visualization for marketing decisions.
• Social Paid Paid social media advertising strategy, creative production, and campaign optimization across Facebook, Instagram, TikTok, Pinterest, and LinkedIn, including Meta Custom Audiences and CRM-paid integration.
• ADDFAME (Influencer Marketing) Subsidiary agency offering influencer marketing including creator partnerships, data and technology for influencer selection, and professional influencer relationship management for Nayoki's clients.
• NAYOKI Mediaplus (Full-Service Media) Joint venture with SERVICEPLAN-Gruppe SE offering full-service media strategy, planning, and buying alongside performance marketing for a full-funnel approach.
• Digital Insights Events Exclusive networking event series hosting high-caliber speakers on digital future topics for Nayoki Group clients and invited guests.

Quantifiable outcome

• +47% ROAS at Meta and -38% CPA in prospecting for a D2C food brand through first-party data strategy and CRM-Paid integration
• +3 more outcomes

Named customers24 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

AI capability5 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• SERVICEPLAN-Gruppe SEcoreStrategic or Co-development Partner · 1 January 2018Joint venture partner in NAYOKI Mediaplus GmbH & Co.KG, formed in 2018 under the leadership of Frederik Schott. SERVICEPLAN is the largest owner-managed agency group in Europe. The JV enables Nayoki to offer media strategy, planning, and buying alongside performance marketing, providing clients with a full-funnel approach.
• ADDFAME (addfame GmbH)coreStrategic or Co-development Partner · 1 January 2016Subsidiary founded in 2016 as one of the first influencer marketing agencies in Germany. Led by Stephan Fehske. Specializes in influencer creation, data and technology, and professional relationship management with influencers. Provides Nayoki clients with access to influencer marketing capabilities and a well-developed influencer network.
• Google (Google Ads, Google Analytics, GA4, Tag Manager)coreTechnology or IntegrationGoogle Premium Partner with preferential access to platform developments, beta tests, and technological innovations in Google Ads, Analytics, Tag Manager, and other Google marketing tools. Enables Nayoki to advise clients on emerging features (e.g., AI Mode, Performance Max, AI Max) ahead of broader market adoption.
• Meta (Facebook, Instagram Ads, Meta Conversions API)coreTechnology or IntegrationMeta certified agency with deep integration capabilities for Meta Conversions API (CAPI) for server-side tracking. Supports custom audiences, lookalikes, dynamic product ads, and retargeting across Facebook and Instagram.
• Klaviyo, Salesforce, HubSpot (CRM Platforms)coreTechnology or IntegrationCRM technology integrations used for campaign orchestration across email, SMS, WhatsApp, and push notifications. Nayoki implements AI-driven predictive analytics, dynamic segmentation, and hyperpersonalization on these platforms for omnichannel CRM campaigns.
• Google Tag Manager, Tag Commander (Tag Management Systems)coreTechnology or IntegrationTag management system integrations enabling server-side tracking, flexible tag adjustments without direct code intervention, and integration with Meta Conversions API and Google Enhanced Conversions for improved tracking accuracy under GDPR and browser restrictions.
• Awin, Webgains (Affiliate Networks)coreTechnology or IntegrationAwin and Webgains affiliate networks used for managing affiliate marketing programs. Both networks certified Nayoki as an agency partner. Provides access to a broad pool of publishers and networks domestically and internationally for affiliate campaigns.
• Shopify, WooCommerce (E-commerce Platforms)coreTechnology or IntegrationE-commerce platform integrations used to pull transaction data into CRM systems for CLV calculation, campaign attribution, and performance analytics. Core integration for D2C and e-commerce clients.
• Wellpass (Corporate Fitness)minorOthersEmployee wellness partner providing Nayoki staff with access to corporate fitness facilities and mental health support. Listed as a benefit for employees under the 'Sports & Health' benefit category.
• Nextwork GmbH (Data Protection Officer)minorOthersExternal data protection officer (Datenschutzbeauftragter) appointed by Nayoki. Nextwork GmbH serves as the company's DPO, reachable at [email protected], in compliance with GDPR requirements.

Scale indicators4 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Jung von Matt: Leading owner-managed German creative and digital agency headquartered in Hamburg. Comparable as a large independent German agency offering integrated digital marketing services to enterprise brands across multiple verticals, competing with Nayoki for similar German enterprise clients.
• Serviceplan Group: Europe's largest owner-managed agency group and Nayoki's JV partner in Nayoki Mediaplus. Direct competitor in the German full-service agency market and the strategic partner that defines Nayoki's media-buying capability extension, making it both a peer and partner.
• Scholz & Friends: Owner-managed German creative agency group with strong digital performance marketing capabilities. Competes with Nayoki for German enterprise clients across similar verticals including automotive, retail, and consumer goods.
• Kolle Rebbe: Hamburg-based owner-managed digital and creative agency with performance marketing offerings. Comparable mid-size German independent agency competing for enterprise digital mandates in similar vertical segments.
• Digitas Pixelpark: German digital agency part of the Publicis network with heritage in performance marketing, CRM, and digital transformation. Comparable as a German digital agency offering similar performance marketing services to enterprise clients across overlapping verticals.

Broad incumbents

• GroupM (WPP): World's largest media investment group operating across all major marketing channels. Competes with Nayoki on media buying and performance marketing at enterprise scale, though GroupM's portfolio breadth and global footprint dwarf Nayoki's DACH-focused offering.
• Publicis Groupe: Global advertising and marketing services holding company with significant German operations including Performance Art and Publicis Media. Competes for large enterprise marketing mandates with full-service capabilities that span beyond Nayoki's DACH-focused performance offering.
• OMD Germany (Omnicom): Global media agency network with substantial German operations. Competes directly with Nayoki Mediaplus JV for media planning and buying budgets from the same enterprise client base, including potential Nayoki clients.
• Dentsu Germany: Major global advertising network with German operations across media, creative, and performance marketing. Comparable as a broad incumbent offering end-to-end marketing services to the same enterprise brands Nayoki serves in DACH.

Emerging players

• Dept Agency: Fast-growing independent digital agency with strong European presence in performance marketing, technology, and creative. Comparable as an emerging digital-first competitor expanding into German enterprise accounts with similar technology-led marketing capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/nayoki
• Instagraminstagram.com/nayoki_agentur
• Xx.com/NayokiAgentur
• Facebookfacebook.com/NayokiDe

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Nayoki