Berlin-based marketing SaaS Uberall raises $115 million, agrees to acquire Santa Monica’s proximity search optimisation tool MomentFeed

Berlin’s “Near Me” marketing SaaS solutions platform Uberall has raised $115 million in a new capital investment led by Bregal Milestone, Level Equity, United Internet, and Uberall management. Simultaneously, the company is announcing its definitive agreement to acquire Santa Monica, California-based proximity search optimisation tool MomentFeed. Uberall reports that the new funding will be used to accelerate growth in both the US and Canadian markets. As part of the deal, MomentFeed CEO Nick Hedges will join Uberall’s executive leadership team as Chief Strategy Officer and Executive Vice President North America.

Founded in 2012 by David Federhen and Florian Hübner, Uberall provides brands with the ability to drive sales through location-based marketing. Uberall helps bridge the gap between all the touchpoints a consumer has with a local outlet: from finding, persuading, buying and recommending, to returning as a regular customer.

Through the acquisition of MomentFeed, Uberall will manage the online presence of over 1.35 million business locations for brands including BP, KFC, Marks & Spencer, McDonald’s and Pizza Hut.

“As consumers re-emerge from a year or more of lockdowns, businesses are rebounding, and they must be able to match growing consumer demands to receive the in-store experiences and services they expect,” comments CEO Hübner. “The combination of Uberall and MomentFeed helps us become the clear category leader with more innovative products, a world-class team, and the financial resources to fully deliver on the opportunity.”

The two companies have had a long history working in tandem, and the acquisition serves to formalise the partnership.

“As we saw the market trending towards consolidation, we considered several potential companies to merge with. Uberall was by far our most preferred,” says MomentFeed CEO Nick Hedges. “This combination makes enormous strategic sense for our customers, who represent the who’s-who of leading U.S. omnichannel brands. It helps accelerate our already rapid pace of innovation, giving customers an even greater edge in the hyper-competitive world of ’Near Me’ Marketing.”