Bynder Acquisition, Valuation, Funding & Investors

Bynder was acquired by THL for $1.1B in December 2022, a 10.5x multiple on $100M of revenue.

Bynder acquisition price

$1.1B

Acquired by THL · Dec 2022

Bynder revenue at acquisition

$100M

Last twelve months · Dec 2022

Bynder revenue multiple at acquisition

10.5x

EV/Revenue · Dec 2022

Cumulative funding Bynder raised

$22M

across 1 funding round

Bynder Overview

About Bynder

Bynder is a digital asset management platform headquartered in Amsterdam that supports brands in storing, organizing, and sharing visual and multimedia content including documents, graphics, and videos. The company operates offices in Boston, London, Barcelona, Sydney, and Dubai, serving enterprises across Europe, North America, and beyond. Bynder facilitates collaboration among marketing teams for content creation, approval workflows, and distribution to ensure uniform branding on websites, social media, and print materials. Established in 2013, it powers daily operations for thousands of creative professionals worldwide.


Founded

2013

HQ

NetherlandsAmsterdam

Website

bynder.com

Status

Acquired

Customer focus

B2B

Revenue model

Subscription

Revenue

$100M (Dec 2022)

Valuation

$1.1B (acquired Dec 2022)

Bynder Acquisition

Bynder was acquired by THL for $1.1B on 20 December 2022.

The acquisition price implies a 10.5x revenue multiple on $100M of revenue.

Before the acquisition Bynder had raised $22M across 1 funding round.

Bynder, an Amsterdam-headquartered digital asset management (DAM) SaaS platform founded in 2013, enables brands to manage, create, and distribute marketing assets like images, videos, and texts across teams and channels. It serves nearly 4,000 brands worldwide, including over 25% of the Fortune 500 such as Spotify, Puma, and KLM, with 1.7 million users and $100M in annual recurring revenue at the time of the transaction. The platform competes with Adobe and focuses on unifying content management for digital marketing at scale. Thomas H. Lee Partners (THL), a Boston-based private equity firm, acquired a 58% majority stake in Bynder for $350M (about €330M), valuing the company at $600M-$610M, with part of the investment buying out Insight Partners' stake from its 2016 Series A. Announced December 20, 2022, the deal closed early 2023. THL invested through its flagship Fund IX and Automation Fund, viewing Bynder as the pure-play leader in DAM for enterprise growth. The partnership aims to accelerate Bynder's product innovation, partner ecosystem, and sales expansion while retaining the management team and CEO Bob Hickey, appointed in March 2022. No major operational changes were planned, with proceeds supporting scaling amid slowing PE deal-making due to economic conditions. Advisors included Arma Partners and Lincoln International for Bynder, and William Blair for THL.

Bynder acquisition details
AcquirerDateTypePriceEV/Revenue
  • THL
20 Dec 2022PE buyout$1.1B10.5x

Bynder Funding History

Bynder has raised a total of $22M across 1 funding round.

Bynder funding rounds

Bynder funding rounds
DateStageInvestorsRaisedDeal Summary
Aug 2016Series AInsight Partners (lead)$22MBynder is a Dutch marketing software startup founded in 2013 that develops a cloud-based branding automation and digital asset management platform, enabling marketers to create, share, and manage content securely within a dedicated environment distinct from general cloud services like Dropbox. The platform supports automated editing, search functions, scaling, and cropping of images, addressing content overload issues where marketers struggle with excessive digital assets. By August 2016, Bynder had grown to serve over 350 brands worldwide, including KLM Royal Dutch Airlines, Logitech, AkzoNobel, Budget/Avis, Groupon, and Lacoste, with more than 150,000 users, 50 million assets stored, and about 1 million monthly downloads. On August 10-11, 2016, Bynder announced a Series A funding round of $22 million (approximately €19.7-20 million) led by New York-based Insight Venture Partners, matching the query's specified investor and approximate date. Jeff Horing, managing director at Insight, joined the board of directors. The capital was earmarked for international expansion, including new offices in Boston, London, Barcelona, and Dubai, further product development, and supporting growth from 1 to 200 staff in three years. Insight Partners, with over $13 billion raised and investments in companies like BlaBlaCar and Alibaba, backed Bynder's vision for comprehensive brand management technology. Bynder continued growth post-2016, with Insight Partners remaining an investor through later rounds including a 2022 shareholder liquidity. In 2023, Insight sold Bynder to Thomas H. Lee Partners, advised by Lincoln International, to accelerate product innovation and partner ecosystem expansion in the digital asset management space. The company maintains headquarters in Amsterdam with global offices.

Who has invested in Bynder?

1 investor has backed Bynder across its funding rounds, including Insight Partners.

Lead investors include Insight Partners.


Bynder Investors

Investors in Bynder by funding rounds participated
InvestorHQRoundsRoleFirst check

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Acquisitions by Bynder

Bynder has acquired 5 companies to date.

Last acquisition by Bynder was on September 19th 2023. Bynder acquired Bynder for undisclosed valuation.


Latest Acquisitions by Bynder

Bynder
GatherContent
We adapt
Webdam by Bynder
Description
Bynder is an Amsterdam-headquartered digital asset management platform serving global brands. It organizes media libraries for marketing teams at companies like Spotify and Puma. Features include AI-powered tagging, brand guidelines enforcement, and DAM integrations with Adobe Creative Cloud. Bynder supports multilingual portals and workflow automation for content distribution across web and print. The platform processes petabytes of assets in data centers across Europe and the United States.
GatherContent is a content operations platform that structures collaborative workflows for marketing teams producing website copy, emails, and social assets. Edinburgh-headquartered GatherContent integrates with CMS like WordPress and Contentful, enabling briefings, approvals, and audits for agencies and enterprises such as Sky and Amnesty International. Founded in 2011, it supports global teams in scaling content output while maintaining brand consistency.
We adapt is a creative management platform for video ads, automating dynamic versions and formats for distribution to YouTube, TikTok, and Meta. Amsterdam-headquartered at weadapt.digital, it uses data triggers to personalize content, optimizing ROI through A/B testing and channel-specific exports.
Webdam by Bynder is a digital asset management platform for enterprises, providing tools to store, search, retrieve, and distribute creative files globally. Features include collaboration workspaces, brand guidelines enforcement, analytics, integrations, and security protocols. Clients encompass New Balance, Intel, Danone, Symantec, Salesforce, Stanford University, UCLA, and University of Washington. San Carlos, California-headquartered since 2005, Webdam supports marketing teams worldwide.
HQ CountryUnited KingdomUnited KingdomNetherlandsUnited States
HQ City
Melbourne
London
Amsterdam
San Francisco, CA
Deal Date19 Sep 20233 Mar 20221 Jun 202016 Feb 2018
Valuationundisclosedundisclosedundisclosed$49M
EV/Revenue
EV/EBITDA

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Bynder Competitors

Bynder competitors include listed companies like Vobile and Yext, and private ones like Substack, Tezign, Typeface and InfoCert.

Public and private companies comparable to Bynder
CompanyHQStatusRevenueEBITDAValuationRevenue Multiple
SubstackUnited StatesSan Francisco, CAPrivate$50M-$1.1B22.0x
TezignChinaShanghaiPrivate--$1B-
TypefaceUnited StatesSan Francisco, CAPrivate--$1B-
VobileUnited StatesUnited StatesPublicly listed$366M$63M$976M2.6x
InfoCertItalyRomePrivate--$695M-
YextUnited StatesUnited StatesPublicly listed$447M$80M$623M1.7x

Bynder Public Comps

Bynder is no longer listed, but its public comps include cyber_Folks, Vobile, Foxit Software, Yext, Ireader, Objective Corp., Shanghai Wondertek, Justsystems, cBrain and Fabasoft.

Last FYEV/RevenueEV/EBITDA
RevenueEBITDALast FYLTM2027ELast FYLTM2027E
cyber_Folks$226M$72M5.1x4.3x16.1x13.0x
Vobile$366M$63M3.1x2.6x18.0x20.1x
Foxit Software$159M$13M3.4x3.0x39.8x19.8x
Yext$447M$80M1.7x1.7x9.4x6.1x
Ireader$484M($16M)2.7x3.5x(81.1x)-
Objective Corp.$85M$33M4.1x3.7x10.9x10.1x
Shanghai Wondertek$38M$3M7.2x-80.9x-
Justsystems$331M$156M3.1x3.2x6.7x-

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Common questions about Bynder

When was Bynder founded?Bynder was founded in 2013.
Where is Bynder headquartered?Bynder is headquartered in Amsterdam, Netherlands.
Is Bynder publicly listed?No, Bynder was acquired by THL in December 2022.
Who acquired Bynder?Bynder was acquired by THL in December 2022.
How much was Bynder acquired for?Bynder was acquired for $1.1B in December 2022, a 10.5x revenue multiple.
How much funding has Bynder raised?Bynder has raised $22M across 1 funding round.
What was Bynder's last funding round?Bynder's last funding round was a $22M Series A in August 2016, led by Insight Partners.
Who are Bynder's investors?Bynder's investors include Insight Partners.
Which companies are comparable to Bynder?Companies comparable to Bynder include Substack, Tezign, Typeface, Vobile, InfoCert and Yext.
How many companies has Bynder acquired?Bynder has acquired 5 companies, including Bynder, GatherContent, We adapt, Webdam by Bynder and SocialExpress.
What was the largest acquisition by Bynder?The $49M acquisition of Webdam by Bynder in February 2018 is the largest acquisition Bynder has made to date.

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