supergroup
Supergroup is a London-based alternative M&A group founded in 2023 that acquires specialist digital performance marketing agencies and operates them across three houses — CRO/CRM, integrated marketing, and pay-by-results publishing — serving 250+ DTC, retail, FMCG, and financial services brands.
- Company typePrivate
- Founded2023
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2B
- OfferingServices
What supergroup does
Supergroup is a London-headquartered alternative M&A group established in January 2023 that acquires and scales specialist digital performance marketing agencies. The group operates through a "Three Houses" structure: No1 Specialists (ConversionWise, Underground Ecom, EmailClub — CRO and CRM for DTC brands), Integrated Agency (Pattrns — paid search, paid social, SEO for retail and DTC), and Performance Publisher (Version Two — proprietary publishing platforms for pay-by-results campaigns). The portfolio serves 250+ client brands across DTC, retail, FMCG, and financial services verticals, with named clients including MatchesFashion, JD Sports, WD-40, Hammerson, and Golden Leaves.
The underlying technology stack is services-led rather than product-led, combining specialist agency talent, proprietary publishing platforms under Version Two, a Klaviyo-specialized CRM delivery capability (integrated with Underground Ecom), and a proprietary Surge Shopify theme for e-commerce optimization. Group-level enablement includes CEO-led enterprise sales, a dedicated recruitment function, and a community/events layer (CRM Summit Paris, Klaviyo Masterclasses). The company has no disclosed app, API, or SDK offering.
Revenue is generated through three primary streams: subscription/recurring retainers for full-service marketing (Integrated Agency and No1 Specialists houses), managed-services revenue from agency operations, and transaction/performance fees via Version Two's 100% CPA/CPL pay-by-results model. The M&A model itself is a core commercial mechanic — supergroup acquires agencies with £750K+ EBITDA, retains their brands, and earns through combined service delivery. Distribution is direct enterprise sales (CEO engagement for strategic accounts) plus inbound via content, case studies, and 450+ Trustpilot reviews averaging 4.7 stars. Geographic presence spans the UK (HQ), France (Paris, via EmailClub), and South Africa (Cape Town).
supergroup firmographics
Firmographics- Name
- supergroup
- Legal name
- supergroup
- Website
- https://super.group
- Company type
- Private
- Founded year
- 2023
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Supergroup is a London-based alternative M&A group founded in 2023 that acquires specialist digital performance marketing agencies and operates them across three houses — CRO/CRM, integrated marketing, and pay-by-results publishing — serving 250+ DTC, retail, FMCG, and financial services brands.
- Ownership category
- akta.pro rank
supergroup industry classification
Industry- Product category
- Digital Marketing Services
- NAICS
- Advertising Agencies (541810), Management of Companies and Enterprises (551)
- akta.pro primary industry
- Customer Service/Support CRM & Contact Center Platforms (BPAFAFAK)
Keywords
Where supergroup is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices3 records
Markets served
supergroup business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Supply Chain
Revenue model
- Marketing Agency Services: Supergroup generates revenue through its network of specialized marketing agencies providing CRO, CRM, paid search, paid social, SEO, and analytics services to DTC brands, retail, and FMCG companies. Revenue streams include recurring retainer contracts, project-based engagements, and performance-based fees.
- M&A Group Structure: Supergroup operates as an M&A group that acquires digital marketing agencies. The group grows through acquisitions, integrating companies into its ecosystem. Agencies de-risk their business through acquisition while gaining access to group resources and growth opportunities.
- Performance Publisher - Pay by Results: Version Two house delivers 100% CPA and CPL-based campaigns, generating revenue through performance-based pricing where Supergroup earns based on customer acquisition results (leads, conversions) rather than traditional agency fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Full-service integrated marketing retainer |
| Outcome Based/ Performance | Pay-as-you-go | Performance Publisher - Pay by Results |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
supergroup product offering
Product offeringCore offering
supergroup is an alternative M&A group that acquires and operates specialist digital marketing agencies, delivering performance marketing services through three houses: No1 Specialists (CRO and CRM for DTC brands), Integrated Agency (full-service strategy, creative and media for DTC, Retail, and FMCG), and Performance Publisher (pay-by-results campaigns via proprietary publishing platforms). The group serves 250+ consumer brands with paid search, paid social, SEO, CRO, CRM/email/SMS, and analytics services through subsidiaries including Pattrns, ConversionWise, EmailClub, Underground Ecom, and Version Two.
Product overview
supergroup is a digital performance M&A group structured into three core houses of performance services: No1 Specialists (CRO and CRM agencies), Integrated Agency (full-service digital marketing), and Performance Publisher (proprietary pay-by-results platforms). The portfolio includes Underground Ecom (CRM/email marketing), ConversionWise (CRO), EmailClub (French Klaviyo-specialized CRM), Pattrns (digital media agency for paid search/social/SEO), Version Two (performance publishing), and Surge (Shopify theme). The ecosystem delivers everything from brand engagement and acquisition media channels to website conversion and customer retention for 250+ consumer brands.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 87% AOV increase for MatchesFashion
- +4 more outcomes
Companies that use supergroup
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles4 records
supergroup technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature4 records
supergroup partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- KlaviyocoreEmailClub, a Supergroup company, specializes in Klaviyo CRM services and has generated €200M for DTC clients since 2021. EmailClub hosts Klaviyo Elite Masterclasses and serves as a Klaviyo specialized partner for the group.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
supergroup competitors and assessment
Company assessmentOthers
- Croud:
- Klaviyo: Klaviyo is the marketing automation platform on which EmailClub builds its CRM services and with which Supergroup is a Klaviyo-specialized partner. Comparable as an enabling technology partner rather than a competitor — its ecosystem drives demand for Supergroup's CRM practice.
Broad incumbents
- Engine Group: Engine Group is a mid-sized global marketing services group operating creative, media, and digital agencies. Comparable as a UK-headquartered agency holding company with a multi-brand, multi-specialty structure.
- Publicis Groupe: Publicis Groupe is a global communications and advertising holding company operating creative, media, digital, and healthcare agencies. Broad incumbent providing overlapping CRM, media, and CRO services through agencies like Digitas, Starcom, and Sapient.
- WPP: WPP is the world's largest advertising holding company, operating agencies (including GroupM media agencies) serving global enterprise clients across all marketing disciplines. Broad incumbent offering overlapping capabilities at vastly greater scale.
- Stagwell: Stagwell is a Nasdaq-listed global marketing and communications holding company that acquires and operates agencies across digital, advertising, PR, and analytics. Broader incumbent comparable operating a similar acquisition-based holding structure but at materially larger scale.
Direct peers
- Brandtech Group: Brandtech Group (formerly The Brandtech Group) is a digital marketing holding company founded by former Jellyfish leadership that acquires and scales digital, content, and data agencies. Closely comparable in structure, founder-led M&A strategy, and digital performance focus.
- S4 Capital / MediaMonks: S4 Capital (now operating as MediaMonks) is a digital-first advertising and marketing services holding company built through M&A. Directly comparable to Supergroup's roll-up model of acquiring specialist digital agencies and integrating them under a unified brand.
- Dept Agency: Dept is a global digital agency built via acquisition of creative, technology, and marketing specialists serving enterprise brands. Directly comparable as a digital-first agency group serving similar DTC and enterprise retail clients with integrated services.
- Brainlabs: Brainlabs is a digital media agency specializing in paid search, programmatic, and SEO with a performance-led, data-driven model. Comparable to Pattrns and the Performance Publisher house for performance-driven paid media services.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
supergroup social profiles
Digital presencesupergroup financial estimates
Financial estimateRevenue estimate
Valuation estimate
supergroup leadership team
Management profileNumber of profiles
Profiles4 records
supergroup subsidiaries and ownership
Company hierarchySubsidiaries5 records
supergroup funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
supergroup M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about supergroup
What does supergroup do?
supergroup is an alternative M&A group that acquires and operates specialist digital marketing agencies, delivering performance marketing services through three houses: No1 Specialists (CRO and CRM for DTC brands), Integrated Agency (full-service strategy, creative and media for DTC, Retail, and FMCG), and Performance Publisher (pay-by-results campaigns via proprietary publishing platforms). The group serves 250+ consumer brands with paid search, paid social, SEO, CRO, CRM/email/SMS, and analytics services through subsidiaries including Pattrns, ConversionWise, EmailClub, Underground Ecom, and Version Two.
Is supergroup a public or private company?
supergroup is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was supergroup founded?
supergroup was founded in 2023. It employs 101 to 250 people.
Where is supergroup based?
supergroup is headquartered in London, United Kingdom, in the Europe region.
How does supergroup make money?
Three revenue lines are on record. Marketing Agency Services are the primary driver. The others are M&A Group Structure and performance Publisher - Pay by Results.
Who are supergroup's main competitors?
Others on record are Croud and Klaviyo. Broad incumbents are Engine Group, Publicis Groupe, WPP and Stagwell. Direct peers are Brandtech Group, S4 Capital / MediaMonks, Dept Agency and Brainlabs.
Does supergroup have an API?
No public API is recorded for supergroup.
What industry is supergroup in?
supergroup's product category is Digital Marketing Services. Its primary akta.pro industry code is BPAFAFAK, Customer Service/Support CRM & Contact Center Platforms. Its NAICS code is 541810.