Aizy acquires Uptmz to build one AI ad platform across Google, Microsoft and Meta

At a glance:

• Aizy, a one-year-old AI marketing startup based in Breda, has acquired Uptmz, a seven-year-old performance-advertising platform spun out of the Springbok Group in 2022.
• The combined platform will serve more than 600 customers across Google, Microsoft and Meta ads, pairing Uptmz's automation software with Aizy's AI optimisation and team of performance specialists.
• Financial terms were not disclosed, but the acquisition comes months after a €2m investment in February 2026 valued Aizy at around €22m on roughly €2m in annual recurring revenue.

Aizy buys older rival to combine AI with automation

Most startups spend their first twelve months fighting for runway. Aizy has spent its first year acquiring a company older than itself. The Breda-based AI-marketing firm announced that it has bought Uptmz, a rival performance-advertising platform, and will merge the two into a single system that now serves more than 600 customers.

Uptmz grew out of the Dutch agency group Springbok Group and became an independent company in 2022. Over seven years it evolved into a technically strong, scalable platform focused on Google and Microsoft ads, with a product weighted heavily towards automation. That gave it a deep bench of engineering and infrastructure for managing search and display campaigns at scale, but little of the newer generative-AI layer or strategic consulting that mid-market buyers increasingly expect.

Aizy took the opposite path. Barely a year old, it started from AI intelligence and human support rather than from raw campaign tooling. The contrast is exactly why the deal makes sense to its founder. "This combination gives us the best of both worlds," said Stefan Nuijten, describing user-friendly software on one side and real intelligence on strategy and execution on the other. He also claimed the merged offering would lead a crowded field of similar initiatives that have appeared lately.

Vincent Stoit, co-founder of Uptmz, framed the sale as a way to meet rising customer expectations. He said companies increasingly want a multichannel approach and strategic support that goes beyond software alone, and that Aizy could carry his platform into its next phase. For Uptmz, the deal is an exit from pure tooling into a broader services-and-software model.

What the merged platform offers advertisers

The combined platform spans advertising across Google, Microsoft and Meta, giving customers a single interface for campaigns that previously might have sat in separate tools. Uptmz's automation software will handle the repetitive work of bidding, budget pacing and rule-based optimisations, while Aizy's AI layer is supposed to add higher-level decision-making and creative guidance.

Customers of both companies will eventually move onto one integrated platform. From there, they will be able to choose how involved they want to be:

• Run campaigns themselves using the self-serve tooling.
• Lean on Aizy's performance specialists for strategy and troubleshooting.
• Hand over the entire job to the combined team.

That three-tier model reflects the bet beneath the acquisition. Aizy is wagering that the market for advertising software is consolidating away from single-purpose AI tools and towards integrated platforms. Plenty of products optimise one channel or automate one task; Aizy's view is that mid-market advertisers would rather buy AI, automation and specialist help as one bundle than assemble them from separate parts. Buying a built-out platform is a faster way to prove that thesis than coding every connector from scratch.

Capital and ambition behind the deal

Aizy's short history has been unusually well-funded for its age. Before this acquisition, the company raised early backing from investors including DeGiro co-founder Gijs Nagel and the tech investors Michiel Mol and Joost van der Klooster. In February 2026 it secured a €2m injection that valued the startup at approximately €22m—an impressive mark-up less than a year after launch, achieved on roughly €2m of annual recurring revenue and a customer base of more than 150 at the time.

The Uptmz deal is what that capital is now being spent on: scale, bought rather than grown organically. By folding in a platform with seven years of technical debt, feature development and client relationships, Aizy more than tripled its customer count overnight. The company says the combination lays the groundwork for international expansion across the European AI-performance-marketing market. Whether it can convert that footprint into revenue outside the Netherlands remains the next question.

Execution risk and the path ahead

Merging a year-old AI-first startup with a seven-year-old automation platform, and keeping 600 customers happy through the transition, is the kind of operational work that decides whether an acquisition this early is bold or premature. Product roadmaps will have to be reconciled, data pipelines merged and account-management hierarchies redrawn without interrupting live campaigns for advertisers who depend on them.

The founders are clearly aware of the optics. Nuijten's emphasis on "the best of both worlds" and Stoit's focus on multichannel strategy are pitch-perfect for a market that has tired of point solutions, but the integration is the test. If Aizy can unify Uptmz's Google and Microsoft automation with its own Meta and AI stack without breaking existing workflows, it could become a credible European challenger to the fragmented ad-tech landscape. If not, it will serve as a case study in why a year-old startup should not acquire a company seven times its age.