Most startups spend their first year trying to survive. Aizy has spent its first year buying a company older than itself.

The Breda‑based AI marketing software company has acquired Uptmz, a fellow Dutch performance advertising platform, merging the two into a single integrated system that now serves more than 600 customers. The combined platform spans advertising across Google, Microsoft and Meta, pairing Uptmz's automation software with Aizy's AI‑powered optimisation layer and its bench of performance marketing specialists. Financial terms of the deal were not disclosed.

The acquisition follows Aizy's €2 million raise in February 2026 that valued the company at approximately €22 million, less than a year after its founding in 2024. That round was led by founder Stefan Nuijten with participation from existing investors including DeGiro co‑founder Gijs Nagel, tech investor Michiel Mol, and Joost van der Klooster. The February raise itself came just months after an initial €1.5 million round in August 2025. By the time of the February close, Aizy had already reached €2 million in annual recurring revenue and had built a customer base of more than 150 organisations spanning retail, e‑commerce and automotive sectors.

The Strategic Logic

The acquisition addresses a gap in how mid‑market advertisers purchase and operate digital marketing services. Most available software tools optimise a single channel or automate a narrow task. Aizy's thesis is that businesses would rather buy AI intelligence, automation and specialist execution as a unified bundle than assemble separate tools from different vendors.

Uptmz, which was originally developed inside agency group Springbok Group before spinning out as an independent business in 2022, brings seven years of product development into the deal. The platform is built around automation and scalability, designed specifically for Google and Microsoft advertising management, and is trusted by hundreds of customers on a daily basis.

Stefan Nuijten, founder of Aizy, described the rationale plainly. Uptmz has spent seven years building a product that is robust, highly scalable and trusted by hundreds of customers. Aizy has focused on AI intelligence combined with human expertise. Together the combination offers intuitive technology on the software side and real intelligence on the strategy and execution side.

Vincent Stoit, co‑founder of Uptmz, noted that customers are increasingly looking for a multichannel approach and strategic support that extends beyond software alone, and that the deal positions the platform for its next phase of growth.

What the Combined Platform Offers

Customers of both companies are moving onto one integrated ecosystem with three operating modes. They can manage campaigns independently through the software interface, collaborate with specialists on specific campaigns, or hand over performance marketing entirely to Aizy's team. The design reflects a deliberate effort to serve businesses at different levels of in‑house capability without requiring them to change their fundamental approach.

The combined entity covers:

• Google Ads optimisation using AI‑driven budget allocation and campaign performance management
• Microsoft Advertising (Bing) automation with multi‑channel campaign coordination
• Meta advertising with AI‑powered creative and audience optimisation
• Strategic specialist support from Aizy's performance marketing team operating alongside the software layer

A Market Consolidating Around Integrated Platforms

The acquisition sits within a broader movement in European adtech. Investors and operators are observing that the advertising software market is consolidating away from single‑purpose AI tools and toward integrated platforms that combine technology, automation and human expertise in one offering. The closest comparable moves in the sector involve companies including Searchable and DOJO AI in AI‑enabled marketing infrastructure, and Dragonfly AI in creative workflows, all of which are building toward similar integrated positioning.

For Aizy, acquiring a built‑out platform with an established customer base is considerably faster than building the equivalent capability from scratch. Uptmz brings not just product depth but seven years of customer relationships in the performance marketing space, providing Aizy with immediate scale that would otherwise take years to develop organically.

Aizy was founded in Breda in 2024 and in its first year reached €2 million in ARR, a pace that Michiel Mol, co‑investor and co‑founder at Aizy, described as placing the company among a very small group of startups at that stage. The company employs 25 people and had stated plans to expand internationally and invest in product and engineering throughout 2026. The Uptmz acquisition accelerates that trajectory considerably.

With the integration underway and more than 600 customers now on a unified platform, Aizy's next challenge is demonstrating that combining two distinct products and two distinct customer bases into a single coherent experience delivers the commercial performance improvement the deal was designed to achieve.