Saari Partners is a Finnish private equity firm established in 2018, specializing in investing in small to mid-sized service companies with strong growth potential. The firm focuses on leveraging digitalization, branding, and consolidation to help these companies achieve market leadership. Saari Partners is committed to fostering a culture of trust, transparency, and responsibility within its operations and portfolio companies.
Key Strategic Focus
Saari Partners targets Finnish small and mid-sized service companies that exhibit entrepreneurial drive and the potential to gain a competitive edge through digitalization, branding, and consolidation. The firm's strategic focus includes:
- Digitalization: Enhancing operational efficiency and customer engagement through technology.
- Branding: Developing strong brand identities to differentiate portfolio companies in the market.
- Consolidation: Facilitating growth through strategic mergers and acquisitions.
Saari Partners provides not only capital but also strategic planning resources and hands-on expertise in business design, service design, digitalization, branding, and process development.
Financials and Funding
Saari Partners manages two private equity funds, Saari I and Saari II, with a combined capital under management of €42 million. The firm's investor base includes:
- Public Sector: 40%
- Fund of Funds: 30%
- Pension Funds: 9%
- Family Offices: 9%
- Insurance Companies: 7%
- Banks: 2%
- Others: 2%
- Saari Partners (General Partner): 2%
The firm adheres to the International Private Equity and Venture Capital Valuation Guidelines (IPEVG) and follows the Investor Reporting Guidelines of Invest Europe, ensuring transparency and accountability in its financial operations.
Portfolio Development
Saari Partners has a diverse portfolio of investments across various industries. Notable portfolio companies include:
- Safetum Oy: Specializes in building safety inspections, repairs, and SaaS services, managing safety for over 10,000 Finnish buildings.
- Bo LKV: A real estate brokerage offering virtual styling and marketing services, operating in ten Finnish growth centers with significant revenue growth.
- Lempi Kodinhoito: Provides home cleaning services, acquired from Stella Kotipalvelut and launched as an independent business under Saari Partners.
- Navix Oy: Designs and manufactures electrical systems and components for boats, serving leading European boat brands.
The firm has also successfully exited investments, such as the sale of Cervi Talotekniikka Oy, a market leader in air ventilation services, in 2022.
Technological Platform and Innovation
Saari Partners emphasizes digitalization as a core strategy, integrating advanced technologies to enhance operational efficiency and customer engagement within its portfolio companies. The firm employs proprietary methodologies in business design, service design, and process development, ensuring that technological innovations align with business objectives. The recent appointment of Joonas Ojala as Chief Digital Officer underscores the firm's commitment to strengthening its technological capabilities.
Leadership Team
Saari Partners boasts a leadership team with extensive experience in various domains:
- Ben Wrede: Founding Partner, specializing in mergers and acquisitions, with a decade-long tenure as CEO of Atine Group.
- Mia Sirkiä: Managing Partner, focusing on brand and marketing strategies, with a background in investment banking and technology entrepreneurship.
- Joonas Ojala: Chief Digital Officer, bringing over 15 years of technology experience, including roles in technology consulting and software companies.
The team collaborates closely with company leadership to add value within their respective areas of expertise.
Leadership Changes
In March 2025, Joonas Ojala joined Saari Partners as Chief Digital Officer, enhancing the firm's technological expertise. Additionally, in September 2024, Joni Pitkäranta joined the team as a partner, bringing over 15 years of experience in private equity and investment banking.
Competitor Profile
Market Insights and Dynamics
The Finnish private equity market is characterized by a focus on small to mid-sized enterprises, with increasing emphasis on digitalization and sustainable growth. The market has seen a rise in investments targeting service companies that can leverage technology and branding to achieve competitive advantages.
Competitor Analysis
Saari Partners operates in a competitive landscape with several notable firms:
- CapMan: A leading Nordic private equity firm investing in mid-sized companies across various sectors, emphasizing active ownership and value creation.
- Intera Partners: Focuses on Finnish and Swedish companies with growth potential, providing strategic support and capital for expansion.
- Sentica Partners: Invests in small to mid-sized Finnish companies, aiming to create value through active ownership and strategic development.
These competitors share a focus on growth-oriented investments in the Finnish market, each with unique strategies and sector preferences.
Strategic Collaborations and Partnerships
Saari Partners actively collaborates with its portfolio companies to drive growth and innovation. For instance, the firm acquired a 52% stake in Bo LKV, a rapidly growing real estate brokerage, to support its expansion and digitalization efforts. This partnership has enabled Bo LKV to enhance its service offerings and market presence.
Operational Insights
Saari Partners differentiates itself through a hands-on approach, providing not only capital but also strategic planning resources and expertise in digitalization, branding, and process development. This comprehensive support enables portfolio companies to achieve sustainable growth and market leadership. The firm's commitment to fostering a culture of trust and transparency further strengthens its operational effectiveness.
Strategic Opportunities and Future Directions
Looking ahead, Saari Partners aims to continue identifying and investing in Finnish service companies with strong growth potential. The firm plans to leverage its expertise in digitalization and branding to drive value creation within its portfolio. Additionally, Saari Partners is exploring opportunities for strategic collaborations and partnerships to enhance its market position and expand its investment portfolio.
