Malmö-based startup Mediatool, provider of omnichannel marketing software, has raised €2.5 million in a round led by Newion, together with J12 Ventures, Almi Invest and existing investor Twig Ventures.

The Swedish startup says its SaaS tool helps bring together traditional and digital media, aiding collaboration between advertisers and agencies, so that the whole marketing workflow is under one so-called roof. The likes of Klarna and Estée Lauder are on board.

Founded in 2014, the Nordic company previously raised SEK 1 million (just under €1 million) in an angel round four years ago. Now the latest funding will be used to expand and establish the software as a “dominant international player”.

Commenting on the round, John Sjölander, partner at Amsterdam-based Newion said: “With this deal, not only have we put a stake in the ground proving we can make good deals in the Nordics, but also that we can build strong syndicates with the company and J12 Ventures, Almi Invest and Twig.”

Photo of founders from left to right: Joakim Landberg, Alexander Högman, Ludwig Magnusson and Magnus Ohlin

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