Investment holding Armira invests in FACTOR ELEVEN in Hamburg

Photo: Dr. Jessica Mohaupt-Schnei­der, Part­ner at CMS Hasche Siegle
1. March 2023

Munich/ Hamburg — Munich-based invest­ment holding Armira has bought into German start-up Factor Eleven. Its main share­hol­ders are giving up a majo­rity stake in the company. The company was foun­ded in 2014 by Alex­an­der Anhuth and is based in Hamburg. Previous main share­hol­ders and sellers of Factor Eleven are a family holding of the foun­der and CEO, Alex­an­der Anhuth, and a family holding of the entre­pre­neur and inves­tor Werner Dreesbach.

Factor Eleven says it is a leading tech­no­logy company that provi­des adver­ti­sers with a one-stop soft­ware solu­tion for their cross-chan­­nel campaigns. Foun­ded in 2014 by Alex­an­der Anhuth, the company uses proprie­tary algo­rithms and deli­vers not only Brand Safety, but also metrics-based and trans­pa­rent billing. FACTOR ELEVEN is conti­nuously deve­lo­ping its own tech­no­logy stack to auto­mate and simplify the process from campaign plan­ning to billing. Campaigns can be plan­ned and booked by all adver­ti­sers in both mana­ged and self-service (soft­­ware-as-a-service) mode. At the same time, the plat­form hand­les digi­tal campaigns for over one thousand compa­nies. Custo­mers and part­ners include well-known compa­nies from the corpo­rate, agency and SME sectors. The company curr­ently employs just under 100 people and is active on the Austrian and French markets in addi­tion to the German market. Other inter­na­tio­nal markets will follow.

The invest­ment holding company Armira invests prima­rily in tech­no­logy compa­nies. It offers closed-end alter­na­tive invest­ment funds that acquire equity inte­rests in medium-sized compa­nies in Germany and, where appro­priate, in Austria and Switz­er­land. The focus is on family busi­nesses and tech­no­logy. The focus is on the long-term deve­lo­p­ment of the companies.

Advi­sor Armira: Rödl & Partner

During the entire tran­sac­tion, Armira was advi­sed by a tran­sac­tion team from Rödl & Part­ner specia­li­zing in finan­cial issues. In addi­tion to conduc­ting a finan­cial due dili­gence, the team provi­ded ongo­ing advice on issues rele­vant to the purchase price in the share purchase agree­ment from the start of the project to signing. Part­ner Matthias Zahn was respon­si­ble for the over­all project manage­ment. Asso­ciate Part­ner Michal Wilc­zek was respon­si­ble for the execu­tion on this M&A deal.

Advi­sors to Armira Invest­ment Holding: White & Case (London)

Gareth Eagles (Finance), Marcus Booth (Private Equity), Dr. Matthias Kiese­wet­ter (M&A/Corporate; Hamburg), Emma Foster, Andreas Lischka (Frank­furt; both Finance), Phil­lip Vava­li­dis (Dubai), Hugo Schwarz Leite (both Private Equity), Markus Fischer (Finance; both Frank­furt), Moritz Müller-Butt­­mann (M&A/Corporate; Hamburg); Asso­cia­tes: Oliver Trot­man, Jacob Heath (both Finance), Adnan Bekdur (all London), Thomas Jacques (both Private Equity), Tigran Saak­yan (both Dubai), Moritz Schnei­der, Dr. Nico Frehse, Thors­ten Eggert (all Corporate/M&A; all Hamburg)
Taxess (Frank­furt): Gerald Thomas (tax law) — known from the market

Advi­sor Factor Eleven: CMS Hasche Sigle (Munich)

Stefan-Ulrich Müller, Dr. Jessica Mohaupt-Schnei­­der, Photo (© CMS) (both lead)
Dr. Jacob Siebert (all Corporate/Private Equity), Jörg Schr­ade (Tax Law), Dr. Markus Kaulartz (IT/Data Protec­tion), Stefan Lüft (IP), Dr. Bene­dikt Forsch­ner (Labor Law), Dr. André Frische­meier (Banking and Finance Law), Stefan Lehr (Anti­trust Law), Dr. Stefan Höß (Real Estate Law/Public Law), Dr. Chris­toph Küster (Corporate/Private Equity), Dr. Chris­toph Ceele (Labor Law); Asso­cia­tes: Tobias Kalski, Sebas­tian Hummel, Marie­louise Emmer, Matthias Unger, Dr. Chris­tian Seebur­ger (all Corporate/Private Equity), Eduard Kosavtsev (Tax Law), Dr. Felix Glocker, Katha­rina Hirzle (both IT/Data Protec­tion), Annika Linde­mann (IP), Sarah Schä­fer (Labor Law), Hatice Akyel (Banking and Finance Law)


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