Just Partners
Juuri Partners (Just Partners) is a Helsinki-based Finnish private equity firm founded in 2015 that manages approximately €200 million across two funds, investing as an active minority shareholder in established Finnish SMEs with €5-150 million in revenue.
- Company typePrivate
- Founded2015
- HeadquartersHelsinki, Finland
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Just Partners does
Juuri Partners Oy (doing business as Just Partners) is a Helsinki-based Finnish private equity firm founded in 2015 that manages two private equity funds totaling approximately €200 million in committed capital: Juuri Rahasto I Ky (~€80M, vintage 2015) and Juuri Rahasto II Ky (€125M, final close June 2020). The firm invests as an active minority shareholder in established and profitable Finnish small and medium-sized enterprises with €5-150 million in revenue, providing equity capital, debt financing, and strategic business support across situations including generational transitions, management buyouts, ownership restructurings, sector consolidations, and growth financing.
The firm's core product is a bundled investment-and-development model: equity capital is delivered alongside structured debt, board-level engagement, operational support, and access to its network of Finnish and international institutional investors. Sub-services include management buyout financing, generational transition financing, growth financing, ownership arrangement services, sector arrangement services, and a dedicated ESG reporting platform (esg.juuripartners.fi) for portfolio companies. The current active portfolio spans roughly 16 companies across construction services (KAS-Telineet, Kamrock), industrial services and manufacturing (Hydroline, Flowplus, Taratest, CoE Group), IT and digital services (Attido, Nitor, Jobilla, QOCO Systems, Kiho, Mediconsult), consumer businesses (Omnigym, Nordic Bites Group, Alvar Pet, 24 Pesula), and fintech (Aico).
Juuri Partners monetizes through fund management fees and carried interest on exits. Fund capital is sourced from Finnish and international institutional investors, including Finnish pension and life insurance companies. The firm is led by Managing Director Samuli Sipilä with a team of 10-12 partners and directors — notably a Chief Technology Officer (Eetu Blomqvist, ex-Reaktor USA CEO/CTO, hired February 2021) and a board member (Kati Levoranta, former Rovio CEO). Investments are sourced directly through referrals and the firm's Finnish entrepreneur network; portfolio company revenue has reportedly grown organically by approximately 18% annually on average under Juuri's ownership.
Just Partners firmographics
Firmographics- Name
- Just Partners
- Legal name
- Juuri Partners Oy
- Website
- https://juuripartners.fi
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Juuri Partners (Just Partners) is a Helsinki-based Finnish private equity firm founded in 2015 that manages approximately €200 million across two funds, investing as an active minority shareholder in established Finnish SMEs with €5-150 million in revenue.
- Ownership category
- akta.pro rank
Just Partners industry classification
Industry- Product category
- Private Equity Fund Management
- NAICS
- Other Investment Pools and Funds (5259)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- SME Term Loans & Growth Capital (FSAKAGAB)
Keywords
Where Just Partners is headquartered
LocationHeadquarters
- HQ city
- Helsinki
- HQ country
- Finland
- HQ region
- Europe
Offices1 record
Markets served
Just Partners business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Others
Revenue model
- Fund Management: Juuri Partners manages private equity funds (Juuri Rahasto I Ky and Juuri Rahasto II Ky) totaling approximately 200 million euros, investing in established Finnish SMEs. Revenue is generated through fund management fees and carried interest from successful portfolio company exits.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
Just Partners product offering
Product offeringCore offering
Just Partners (Juuri Partners) is a Finnish private equity firm that provides growth capital and strategic development support to established and profitable Finnish SMEs with 5-150 million EUR in revenue. The firm combines active minority equity investment with debt financing and hands-on strategic business support, enabling generational transitions, management buyouts, ownership restructurings, sector consolidations, and growth financing across two managed private equity funds totaling approximately 200 million euros.
Product overview
Just Partners (Juuri Partners) is a Finnish private equity firm offering a unified investment-and-development model combining active minority equity investment, debt financing, and strategic business support for established and profitable Finnish SMEs. The core offering encompasses management buyout (MBO) financing, generational transition financing, growth financing, owner arrangement services, and sector arrangement services, all delivered through the Juuri Fund vehicle. Ancillary services include ESG reporting and sustainability support for portfolio companies. The investment strategy focuses on companies with 5-150 million euro revenue, with the fund management team providing active ownership, board participation, and exit planning support throughout the investment lifecycle.
Differentiator
Problem solved
Functional benefit
Products and services
- Private Equity Investment Services
- Management Buyout (MBO) Financing
- Generational Transition Financing
- Growth Financing
- Owner Arrangement Services
- Sector Arrangement Services
- ESG Reporting and Sustainability Support
- Portfolio Company Management
Quantifiable outcome
- Portfolio companies have grown revenue organically by approximately 18% annually on average
Companies that use Just Partners
Customer profileNamed customers17 records
Segments1 record
Ideal customer profiles2 records
Just Partners technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Just Partners partnerships and signals
Strategic signalScale indicators3 records
Recent moves9 records
Expansion highlights5 records
Just Partners competitors and assessment
Company assessmentDirect peers
- Norvestor Equity: Nordic mid-market PE firm focused on SMEs in the Nordics, with funds of comparable size. Direct competitor for cross-border Nordic SMEs and uses a similar active ownership approach.
- Sponsor Capital: A Helsinki-based private equity firm focused exclusively on Finnish SMEs with active ownership. Operates similar size funds and shares Juuri's succession/MBO/growth capital thesis with overlapping Finnish institutional LP base.
- Intera Partners: A Helsinki-based PE firm investing in Finnish and Nordic SMEs through growth capital and buyouts. Overlaps with Juuri on target company size, active ownership model, and Finnish institutional LP relationships.
- Litorina Kapital: Swedish PE firm specializing in Nordic lower mid-market SMEs with active ownership. Highly comparable in fund size, target company revenue band, and Swedish/Finnish investment geography.
- Sentica Partners: Finnish private equity firm managing multiple SME buyout/growth funds with active ownership approach in the Nordic lower mid-market. Directly comparable in fund size, deal size (typically 5-50m EUR), and target company profile.
Broad incumbents
- EQT: One of Europe's largest PE firms with multiple Nordic-focused funds across growth, small-cap, and mid-cap strategies. Indirect competitor for selected Juuri targets and dominant LP-relationship benchmark for fundraising.
- Altor Equity Partners: Established Nordic private equity firm with broader fund sizes. Indirect competitor in the Nordic SME segment and a potential co-investor or exit acquirer for Juuri portfolio companies.
- CapMan: Listed Finnish private equity and venture capital manager with multiple fund strategies including buyout and growth. Larger AUM and broader fund offerings, but overlapping on the Finnish SME growth and buyout target market.
- IK Partners (IK Investment Partners): European mid-market PE firm with Nordic operations. Competitor for the upper-end Juuri deals (50-150m EUR revenue SMEs) and a likely exit buyer for larger Juuri portfolio companies.
- Waterland Private Equity: European mid-market PE with Nordic activity, focused on active ownership. Overlaps with Juuri in Nordic SME target space and competes for similar generational transition deals.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Just Partners social profiles
Digital presenceJust Partners compliance and trust
Trust signalCompliance1 record
Just Partners financial estimates
Financial estimateRevenue estimate
Valuation estimate
Just Partners leadership team
Management profileNumber of profiles
Profiles14 records
Just Partners subsidiaries and ownership
Company hierarchySubsidiaries2 records
Just Partners funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Just Partners M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Just Partners
What does Just Partners do?
Just Partners (Juuri Partners) is a Finnish private equity firm that provides growth capital and strategic development support to established and profitable Finnish SMEs with 5-150 million EUR in revenue. The firm combines active minority equity investment with debt financing and hands-on strategic business support, enabling generational transitions, management buyouts, ownership restructurings, sector consolidations, and growth financing across two managed private equity funds totaling approximately 200 million euros.
Is Just Partners a public or private company?
Just Partners is a private company. It is classified as management employee owned and is currently operating.
When was Just Partners founded?
Just Partners was founded in 2015. It employs 1 to 10 people.
Where is Just Partners based?
Just Partners is headquartered in Helsinki, Finland, in the Europe region.
How does Just Partners make money?
One revenue line is on record: fund Management.
Who are Just Partners's main competitors?
Direct peers on record are Norvestor Equity, Sponsor Capital, Intera Partners, Litorina Kapital and Sentica Partners. Broad incumbents are EQT, Altor Equity Partners, CapMan, IK Partners (IK Investment Partners) and Waterland Private Equity.
Does Just Partners have an API?
No public API is recorded for Just Partners.
What industry is Just Partners in?
Just Partners's product category is Private Equity Fund Management. Its primary akta.pro industry code is FSAKAGAB, SME Term Loans & Growth Capital. Its NAICS code is 5259 and its SIC code is 6282.