SuperOffice acquires Lyyti in a strategic move to strengthen its CRM and event platform in the Nordics. The acquisition means that CRM and event tech are linked together in a more data-driven way and gives companies better opportunities to measure customer engagement and business value linked to their activities.
SuperOffice is one of Europe's leading CRM providers and through the acquisition of Finnish event tech company Lyyti strengthens the company's position in Sweden and the rest of the Nordic region. The deal creates a strong Nordic combination with a focus on the entire customer journey from first contact to long-term relationships.
Strategic step in SuperOffice's Nordic expansion
The acquisition of Lyyti is part of SuperOffice's long-term expansion strategy in the Nordics and Europe. Following the deal, the group's total recurring revenue amounts to approximately SEK 750 million, which corresponds to growth of over 13 percent.
SuperOffice has implemented several strategic initiatives to strengthen its offering in 2025. Following the acquisition of the Swedish software and consulting company Centrum AB earlier in the year and with continued support from the majority owner Axcel The company is now accelerating its growth through targeted investments in both technology and the market.
According to Lars Engbork CEO of SuperOffice The acquisition is a natural continuation of the company's ambition to build Europe's most popular CRM platform with a clear focus on customer engagement and business value.
CRM and event tech are connected
By integrating Lyyti's event platform with SuperOffice CRM, new opportunities are created to connect events directly to the customer journey. Events become a measurable and integrated part of sales and marketing instead of an isolated activity.
Marketing and sales teams can invite customers to webinars and physical seminars via Lyyti, while engagement is automatically tracked in the CRM system. Follow-ups can be scheduled and leads can be analyzed based on actual activity and participation.
Petri Hollmén, CEO of Lyyti, believes that the integration makes it possible to prove the value of events in a completely new way. By connecting registration, communication and analysis to CRM, organizations gain full insight into how events contribute to business results.
Significant commercial synergies
SuperOffice and Lyyti have similar customer profiles and business models, which creates immediate commercial synergies. The combination of CRM and event tech makes it possible to deliver more personalized and data-driven experiences for customers across the Nordics.
Events are now one of the most important touchpoints in the customer experience. After the pandemic, the mix of physical and digital events has become crucial for how companies engage their target groups. By collecting all data in a coherent system, organizations can work more strategically and long-term with their customer relationships.
Strong growth in Sweden and the Nordic countries
Sweden is one of SuperOffice fastest growing markets where the company has been operating for over 20 years. For Lyyti, Sweden is the second largest market and the company has had a presence in the country since 2012.
The combined organization now has around 60 employees in Sweden. Lyyti handles registrations for more than 26 million participants globally annually, giving SuperOffice and Lyyti a strong position in both the Nordic and European markets.
The acquisition also means that SuperOffice strengthens its presence in Finland and complements its offering with Lyyti's established expertise in event tech.
What does the acquisition mean for Nordic companies?
The acquisition means that Nordic companies will have better opportunities to connect events directly to the customer journey and CRM data. By bringing together registration, communication, follow-up and analysis in a coherent system, it will be easier to measure business benefits, ROI and customer engagement over time.
The combination of CRM and event tech strengthens the ability of both marketing and sales organizations to work data-driven and create long-term value from their customer activities. It makes events a strategic part of business development rather than an isolated marketing effort.
Long-term impact on the CRM market in the Nordics
The acquisition of SuperOffice and Lyyti reflects a broader development in the Nordic CRM market where platforms increasingly need to support the entire customer journey. Companies are demanding solutions that not only manage contacts and deals, but also connect marketing activities, events and customer experiences in a common ecosystem.
By integrating event tech directly into CRM, better decision-making is created for management, marketing and sales. Data from participant engagement and follow-up can be used to improve segmentation, prioritization and personalization. This makes CRM a strategic tool for growth rather than just an administrative system.
The transaction is expected to close in the fourth quarter of 2025, subject to customary closing conditions.
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