Supermetrics Company Profile
Background
Overview
Supermetrics Oy is a Finnish software-as-a-service (SaaS) company specializing in data integration and marketing intelligence solutions. Founded in 2013 by Mikael Thuneberg, the company is headquartered in Helsinki, Finland. Supermetrics focuses on automating the collection of data from various online marketing and sales platforms, facilitating seamless reporting, analytics, and data storage. Its mission is to empower marketers and analysts by providing efficient tools for data aggregation and analysis. The company's vision is to become a leading provider of marketing intelligence solutions, enabling businesses to make data-driven decisions with ease. Supermetrics has gained industry recognition for its export success, receiving Finland's President of the Republic's Internationalization Award in 2020.
Key Strategic Focus
Core Objectives
Supermetrics aims to streamline the process of data collection and integration for marketing professionals, reducing manual tasks and enhancing data accessibility. The company focuses on expanding its product offerings to include comprehensive marketing intelligence solutions that cover the entire data workflow, from collection to analysis and activation.
Areas of Specialization
The company specializes in data integration, business intelligence, and analytics, providing tools that connect various marketing and sales platforms to centralized reporting and analytics destinations.
Key Technologies Utilized
Supermetrics employs a no-code software solution that automates the extraction and transfer of data from over 150 sources, including major digital advertising platforms, web analytics services, social media networks, e-commerce systems, and customer relationship management (CRM) systems. The platform supports integration with destinations such as Google Sheets, Microsoft Excel, Looker Studio, Power BI, Google BigQuery, Snowflake, Amazon Redshift, and Azure Synapse.
Primary Markets Targeted
Supermetrics primarily targets marketing agencies, businesses, and organizations that require efficient data integration and reporting solutions. Its tools are utilized by companies across various industries, including advertising, media, and consumer goods. By 2025, approximately 200,000 organizations in 120 countries were using Supermetrics' services.
Financials and Funding
Funding History
Supermetrics has secured significant funding to support its growth and product development:
- Series A (2017): Raised €3.5 million, led by OpenOcean, a Finnish venture capital firm.
- Series B (2020): Secured €40 million, led by Highland Europe, with participation from Institutional Venture Partners (IVP), Ilkka Paananen (CEO of Supercell), and Amit Agarwal (Chief Product Officer of Datadog).
Total Funds Raised
The company has raised a total of €43.5 million in funding over two rounds.
Utilization of Capital
The capital raised has been utilized to accelerate technology and product innovation, support strategic expansion into new global markets, and enhance the company's marketing intelligence platform. The acquisition of Relay42 in June 2025, which offers a customer data platform, is part of Supermetrics' strategy to expand its product portfolio and compete more directly with comprehensive data platforms.
Pipeline Development
Key Pipeline Candidates
Supermetrics' strategic development includes the integration of Relay42's Customer Data Platform (CDP) technology, aiming to add an "activation" layer to its platform. This integration is expected to enable capabilities such as real-time customer journey orchestration, dynamic audience building, and the delivery of personalized experiences across both digital and offline channels.
Stages of Development
The integration of Relay42's technology is in the early stages, with plans to offer new AI-agent-driven workflows by autumn 2025.
Target Conditions
The integration aims to enhance marketing intelligence capabilities, providing a unified platform for data analysis and campaign optimization.
Anticipated Milestones
The company plans to launch the integrated platform with AI-driven workflows by autumn 2025.
Technological Platform and Innovation
Proprietary Technologies
Supermetrics offers a no-code data integration platform that automates the extraction and transfer of data from various marketing and sales platforms. The platform features a library of over 150 connectors to data sources, including major digital advertising platforms, web analytics services, social media networks, e-commerce systems, and CRM systems. Users can send aggregated data to destinations such as Google Sheets, Microsoft Excel, Looker Studio, Power BI, Google BigQuery, Snowflake, Amazon Redshift, and Azure Synapse.
Significant Scientific Methods
The platform provides tools for data transformation, including data blending and AI-powered custom fields, which allow users to clean, enrich, or reformat data using natural language prompts. It also offers automation features, such as scheduling automated data refreshes and setting up automated email notifications. Additionally, Supermetrics provides pre-built, customizable report templates for tools like Looker Studio and Google Sheets, covering common marketing use cases.
Leadership Team
Executive Profiles
- Anssi Rusi (Co-CEO): Appointed in January 2023, Anssi Rusi leads the commercial, financial, and operational functions of Supermetrics. Prior to joining, he served as an executive at Smartly and Yousician.
- Mikael Thuneberg (Co-CEO and Founder): As the founder and Co-CEO, Mikael Thuneberg focuses on product development and strategy. He founded Supermetrics in 2013 and has been instrumental in its growth and success.
- Billy Morris (CFO): Appointed in March 2025, Billy Morris serves as the Chief Financial Officer, overseeing the company's financial operations.
- Duleepa Wijayawardhana (CIO): Formerly the Chief Technology Officer, Duleepa Wijayawardhana now serves as the Chief Information Officer, focusing on the company's information technology strategy.
Key Contributions
The leadership team has been pivotal in driving Supermetrics' strategic direction, product development, and market expansion, positioning the company as a leader in marketing intelligence solutions.
Competitor Profile
Market Insights and Dynamics
The marketing technology landscape is characterized by rapid growth and innovation, with businesses increasingly relying on data-driven decisions. The demand for efficient data integration and reporting solutions has led to the emergence of several competitors in this space.
Competitor Analysis
Key competitors include Funnel, Adverity, Improvado, and FiveTran. These companies offer similar data integration and marketing intelligence solutions, each with unique features and capabilities. For instance, Improvado supports over 500 data sources and provides advanced ETL capabilities, making it suitable for complex marketing data needs.
Strategic Collaborations and Partnerships
Supermetrics has established significant partnerships to enhance its market position:
- HubSpot: Supermetrics is a key partner of HubSpot, integrating its data solutions with HubSpot's marketing platform.
- Google: Supermetrics is the primary partner for Google's Looker Studio, providing data integration solutions for the platform.
Operational Insights
Supermetrics differentiates itself through its extensive library of data connectors, user-friendly no-code platform, and focus on automating data collection and reporting processes. The company's strategic acquisition of Relay42 aims to enhance its marketing intelligence capabilities, positioning it to compete more directly with comprehensive data platforms.
Strategic Opportunities and Future Directions
Strategic Roadmap
Supermetrics plans to expand its product portfolio into an AI-based marketing management platform, integrating advanced data activation capabilities. The company aims to offer a unified solution that encompasses data collection, analysis, and activation, providing marketers with a comprehensive tool for campaign optimization.
Future Business Directions
The integration of Relay42's technology is a significant step toward enhancing Supermetrics' marketing intelligence offerings. The company is also exploring further strategic acquisitions and partnerships to strengthen its position in the market.
Opportunities for Expansion
Supermetrics has opportunities to expand its presence in new geographic markets and industries, leveraging its scalable platform to serve a broader range of clients. The growing emphasis on data-driven marketing presents a favorable environment for Supermetrics to introduce its solutions to a wider audience.
Positioning for Future Objectives
By focusing on product innovation, strategic partnerships, and market expansion, Supermetrics is positioned to maintain and grow its leadership in the marketing intelligence sector.
