YFM Equity Partners invests in GEEIQ  

HMT LLP advised YFM Equity Partners on leading a £6.57 million investment round into GEEIQ, a UK-based metaverse data intelligence specialist with a roster of big name, international clients.

Launched in 2018, GEEIQ was one of the first to identify a mounting need for data intelligence in the evolving metaverse market. As a result of its leading technology, data-wealth and expert team, GEEIQ has positioned itself as the decision-making point for brands seeking to identify and optimise their virtual strategies, helping them to reach, engage and retain new, virtual audiences.

Some of the biggest brands in the world have been relying on GEEIQ to help them gain a data-driven and profitable presence in the metaverse, including high-profile, international brands such as Tommy Hilfiger, Gucci and its platform enabled a successful virtual Roblox concert by Elton John.

YFM’s investment will enable GEEIQ, which is headquartered in London, to accelerate its scale-up plans, explore potential international expansion and further develop its data platform product.

HMT undertook financial due diligence on this transaction.

Helen Villiers, Investment Director at YFM, commented:

“It was great to work with Paul, Corin and Jack on our investment into GEEIQ. We are excited to support the business as it takes advantage of its uniquely exciting market position and to bolster its capacity to serve its clients. The HMT team worked seamlessly alongside us and the other advisers on the deal. As always, they were a pleasure to work with. “

Paul Read commented:

“We are delighted to have had the opportunity to advise YFM Equity Partners on their investment in GEEIQ. This represents an excellent opportunity for GEEIQ to grow in the nascent metaverse marketplace. We look forward to working with YFM on future investments.”



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