ROI creates new division with rebrand of growing fintech business

BGF-backed lead generation technology company, ROI Media, announces a new division as it creates a distinction between its fintech specialism and the original business focused on optimising landing pages for small businesses.

The fintech division will be re-branded to Firstborn Group and provide a significant platform for future growth.

Today’s announcement follows ROI’s investments in the financial sector over the last 12 months. ROI has acquired Raketech’s financial assets, as well as Firstborn Capital, Effective Marketing, and UniFinance, with the latest acquisition boosting ROI’s annual revenues by £2m and EBITDA enhanced by nearly £1m.

Alongside the acquisitions, ROI has further strengthened this part of the business by key appointments to the management team adding industry and technical experience.

Robin Kaneteg, co-founder, and CEO said:

“Creating a distinct fintech division which differentiates Firstborn Group from ROI Media clearly marks our ambition within the financial services sector. Adopting the name was a natural decision as we acquired Firstborn Capital last year including the Firstborn proprietary platform. The platform is core to our business model as it enables us to leverage the other acquisitions within the financial sector.”

“Our focus is to further develop the platform and integrate it across our business. This allows us to expand the effective lead-generation business to also include data collection and re-targeting – fundamentally changing the business model, focusing on recurring revenues.”

Trading under Firstborn Group clarifies the company’s value proposition as a scalable fintech business that is now quickly building a strong foothold in financial products and services.