Deal Briefing: From Losses to Legacy: How Atomize’s AI Innovation Secured a Half-Billion SEK Exit

Deal Briefing: Mews Acquires Atomize

At Scalex Growth Partners we focus on valuing SaaS and AI companies and cover deals - both acquisitions and fund raising. These briefing documents are aimed at SaaS founders and help you understand the company design for your SaaS company. How to plan your scale up and increase value. They are prepared by us and completely independent of the company.

Deal Briefing: Mews Acquires Atomize

Overview

Mews, a Kinnevik-backed Dutch hotel technology platform, has acquired the Swedish AI-based pricing optimization company, Atomize, in a deal reportedly valued at approximately SEK 500 million. Atomize, founded in Gothenburg in 2016, provides AI-driven tools to help hotels optimize pricing strategies, and its platform is operational in 50 countries. The transaction highlights a significant exit for Atomize’s investors and strengthens Mews’ technological capabilities in the hospitality sector.

Key Deal Highlights

1. Buyer: Mews

• A global hotel technology platform backed by Kinnevik, holding an 8% ownership stake.
• Focuses on streamlining hotel operations through digital innovation.

2. Seller: Atomize

• Founded: 2016, Gothenburg, Sweden.
• Specialization: AI-driven pricing optimization for hotels.
• Financials: Turned profitable in September 2024 with annual revenues of approximately SEK 30 million.
• Market Presence: Operational in 50 countries.

3. Deal Value: SEK 500 million (approximation).

• Multiple: ~16.7x revenue multiple, indicating the premium value placed on Atomize’s technology and market positioning.

4. Shareholders:

• Key stakeholders include co-founder Leif J?gerbrant, serial entrepreneur Olov Langenius, and Magnus Emilson (also involved with the Ess hotel group).
• Strong support from notable investors, aligning with Atomize's strategic growth.
• Esimtated 70m invested in the platform and funding losses in the last 4-5 years.

Strategic Rationale

• Expansion of Product Offering: Mews will integrate Atomize’s AI-powered pricing optimization into its existing suite of solutions, providing an enhanced value proposition to its global customer base.
• Market Leadership: By acquiring Atomize, Mews strengthens its position as a leader in hotel technology, catering to an increasingly data-driven and competitive industry.
• Scalability and Profitability: Atomize’s profitability and robust global market presence will accelerate Mews’ revenue growth and enhance its operational efficiency.

Industry Context

The hotel technology sector is witnessing rapid adoption of AI and automation, with hotels leveraging technology to optimize pricing, improve occupancy rates, and increase revenue. Atomize’s acquisition reflects the growing demand for data-driven decision-making tools as the hospitality industry embraces digital transformation.

Key Takeaways

1. Value Creation: Atomize delivered a significant return for its shareholders, with a lucrative exit facilitated by its strong profitability and niche technology.
2. Cross-Border Synergy: The deal underscores the value of Swedish innovation in the global hospitality technology space.
3. Competitive Edge: Mews secures a strategic advantage by integrating Atomize’s AI-driven solutions, enabling hotels to respond dynamically to market changes.

Implications

• For Mews: The acquisition positions Mews as a frontrunner in hotel technology, offering an end-to-end platform that combines operational management and revenue optimization.
• For Atomize: The integration into Mews provides Atomize with the resources and scale to expand its technology further while rewarding its stakeholders significantly.
• For the Industry: This deal sets a benchmark for valuation multiples in the hotel tech sector and highlights the growing interest in Nordic tech innovation.

Closing Notes

The Atomize acquisition reflects a successful growth and exit journey for a Swedish startup, demonstrating the potential of AI-driven technologies in the global hospitality market. The deal aligns with Kinnevik’s focus on scalable, tech-driven companies and positions Mews for continued market leadership.

About Scalex Growth Partners

At Scalex Growth Partners we specialise in helping SaaS, software, and tech companies achieve scalable growth, maximise valuation, and prepare for strategic exits. With a proven methodology tailored to the unique needs of founders, owners, and boards, we deliver actionable insights and support in areas like valuation, scaling strategies, fundraising, and M&A advisory.

Our deep expertise in the Nordic and international markets ensures that you receive best-in-class guidance to unlock your company's full potential. Whether you're looking to attract investors, optimise key metrics, or build a long-term value increasing strategic plan, Scalex is your trusted partner for success.

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Contact us today to learn how Scalex can support your growth journey and help you achieve a high-impact outcome like Atomize. Schedule a free consultation or explore our services at www.scalexgp.se.

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Appendix: Financials