Global Martech leader Adestra eyes accelerated US expansion with BGF funding

Livingstone’s Media & Technology team has advised Adestra, a leading provider of marketing technology software and services, on a $7.2 million development capital investment for further US and global expansion. Funds were provided by the BGF, which takes minority stakes in established UK-based companies with strong growth potential.

With 500-plus clients worldwide across a number of key sectors, Adestra has delivered double-digit annual revenue growth for more than a decade. Earlier this year, Adestra also announced the opening of its US operations in Dallas and New York, the immediate success of which was a significant factor in Adestra’s decision to raise capital for further expansion.

Adestra will use the investment to increase its US-based team and provide them with the infrastructure they need to support rapidly growing demand for the company’s unique value proposition in the market.

This is a very exciting time for our business,” said Henry Hyder-Smith, co-founder and CEO of Adestra. “We’ve seen an enormous amount of high-profile acquisitions and consolidations in our industry, but those moves have also created a real void in the market for a company that provides a necessary human touch to marketing technology– one that Adestra is poised to fill with its ethos of providing clients with Software and a Service.”

“Livingstone has been a trusted adviser to Adestra for years,” he continues, “and we have really benefited from their strategic insight and advice as we have grown the business. We are delighted at the way they delivered this milestone transaction in Adestra’s development, and look forward to working with them in the future.”

Matt McGowan, Global Advisor at Adestra and Head of Strategy at Google, added: “Adestra, with its strong track record of success and agile multifaceted platform, is well positioned to challenge the publicly traded enterprise technology competition and build sizable market share in the US.”

Daniel Domberger, Partner at Livingstone who led the transaction, concluded that: “Henry leads a great team with a compelling and differentiated offering. It has been a pleasure to work with them and to raise the funds to help accelerate their expansion – with the BGF behind the company we expect Adestra to continue to gain share in the key US market.”


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  • “Livingstone has been a trusted adviser to Adestra for years and we have really benefited from their strategic insight and advice as we have grown the business. We are delighted at the way they delivered this milestone transaction in Adestra’s development, and look forward to working with them in the future.”
    Henry Hyder-Smith, CEO, Adestra