Axivate acquires Feedback Co

Axivate was attracted to the company due to its belief that online customer ratings and reviews are now a top priority for businesses. The firm has been seeking investment opportunities in the niche customer experience measurement sector, which it says is a rapidly growing market.

Axivate is an Amsterdam-based private equity firm that invests in the digital media, e-commerce, internet and leisure sectors across Europe. The GP typically invests between €100,000-5m.

In January last year, the firm acquired the Benelux division of German e-commerce business Neckermann.com. The buyout came after Neckermann – which was owned by Sun European Partners – filed for insolvency in July 2012.

Company
Founded in 2010 and headquartered in Breda, Feedback has developed software products designed to allow businesses to compile and analyse customer feedback, namely ratings and reviews.

The company's software automatically collects all feedback and allows businesses editorial control of the feedback before publication.

Feedback is an official review supplier for Google, meaning reviews published through its software are indexed in Google Adwords and Google's organic search results.

People
Arjan van Es is the founder of Feedback. Bas Rasker is a partner at Axivate.

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