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EFFICY ARRIVES IN SPAIN: ACQUIRES SUMA CRM


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Integral service around a transaction
BY : Diego GutiérrezNovember Tue, 2019

Efficy, a Belgian customer management software company, has just acquired the Spanish company Suma CRM, dedicated to the same sector, but specialised in SMEs.

The amount of the transaction is €2.1 million.

Despite this acquisition, the Spanish firm will continue to operate independently.

In the process of business transformation, the customer has been placed at the centre of their strategies.

Knowing their needs, their tastes and being able to anticipate them is now the main challenge for companies and, to achieve this, the main solution is to integrate a Customer Relationship Management.

CRM helps companies to strengthen customer relationships and build customer loyalty. It is increasingly present in corporate finance.

WHO IS EFFICY?

The company was founded in Belgium in 2005, is Europe's most comprehensive CRM for medium-sized and large companies.

At present, Efficy has an annual turnover of around €20m, 175 employees and a presence in 33 countries.

In order to be present in Spain and to enter the SME market, which is new to them, on 22 October bought the Spanish Start Up, for an amount of 2'1M€.

The payment for the acquisition has been divided into several instalments:

  •  2019, November (already paid)
  •  2020, November
  •  2021, November

It should be noted that the first payment upfront 750,000 and the other two will be variable until the agreed amount is reached.

SUMA CRM

It is a company dedicated to the development of customer management software for SMEs.which was launched 4 years ago.

The headquarters are located in Madrid, and its monthly turnover is around 50,000 euros.

It was mainly controlled by its two co-founders, who shared 66% of the shares, plus the first two employees, another 18%.

Another 10% of people from the entrepreneurs' environment, and the rest from Jean Derély, founder of several technology companies.

On integration, SUMA CRM will remain independent for life, although it will have much of Efficy's technological machinery.

This will allow you to further accelerate and fine-tune your technology.

VARIOUS VERSIONS

Initially, it was born simply to address the needs of its founders with previous businesses that needed to earn income.

Thus a first version was created, which, after being polished, led to a second, this time open version.

With it, and through a website, the firm could now be used by other users and, in addition, a blog was included where the evolution of the company could be told.

Unlike other companies that publish what happened weeks or months later, SUMA CRM does it on the spot, "in the heat of the moment", as they themselves state.

Our diferentiation

Market Research Technology
Our team of market analysis specialists is continuously analyzing the investments of the most active markets in the industry in order to unceasingly contribute ideas of the current market situation and identify the most relevant trends for senior management. We integrate the most relevant sources of information which allows us to discover the most interesting companies for venture capital and similarly helps us to identify the investors with the highest probability of involvement in an M&A process to ensure the success of our sell-side operations.

The reports and deductions of our advisors provide a broad view of the sector, both geographically and from the complementary or adjacent markets perspective.
Technology Data Analytics
for M&A
Advanced data anlytics is a weapon". Intelfin is an artificial intelligence tool we use for investing and creating value in SMEs through competitive analytics and the enterprise environment.

IntelFin consists of a cognitive system, which, through the application of advanced analytical technologies, facilitates the automation of investment and financing decisions in the field of non-listed companies and especially SMEs in high-growth sectors.

The information related to these companies is characterized by their lack of transparency and heterogeneity; thus, it is necessary to develop an advanced analysis which is as much predictive as prescriptive and is developed in a natural language custom, suitable to obtain greater clarity and knowledge of the investment scope.

The IntelFin system focuses especially on analyzing the variables that define and influence the competitive environment of a sector and the positioning of a company, analyzing their influence on future value creation. Therefore, IntelFin supports strategic decision-making to senior management by resolving questions such as:

¿What are my competitors' priorities, strategies and expansion plans? Who's my competition? Which competitor is most likely to grow at a higher rate?
Which areas of activity/business models will receive the most investment? Which sectors are most attractive to investors?
Which companies are going to experience the most growth in the near future? Which companies are most likely to receive investment or be acquired?
Training Methodology
We have developed training programs in an innovative set-up which guarantees our teams the acquisition of technical competences both in the field of corporate finance and in the field of psychology, that is much needed when it comes to negotiation processes.

We have a culture of continuous improvement of our processes, closely related to the use of information systems that allow the enhancement of internal communication between our teams, as well as external communication with our customers. Hence, we extend best practices identified internally in an efficient and rapid manner among our members.

Are you one of those who prefer to be well informed when making decisions?

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