Manchester-based Serotonin has acquired digital marketing agency Unparalleled, combining two big players in the North West’s digital and eCommerce scene.
The deal sees 12 specialists from Unparalleled join Serotonin’s ranks, boosting total headcount to 32, with plans to grow to 40 by the end of 2025.
The combined operation is now generating over £1m in annual EBITDA.
Serotonin, founded in 2019 by Dom Carter and Clair Heaviside, is known for its work with major eCommerce players such as ASSOS of Switzerland, New & Lingwood, as well as national property developers including Legal & General and Grainger plc.
The move signals the start of a broader ‘buy-and-build’ strategy as the company prepares to raise its first institutional funding round.
Meanwhile, Unparalleled, founded by Luke Bielby, has built a reputation in eCommerce growth and performance media.
The agency has worked with high-growth brands like The Private Clinic and Ebrands, delivering strong ROI through its expertise in Google and Meta ad buying and the use of data-led strategy and new technologies.
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“This is a deliberate step forward in building a high-performance agency group, one that brings together specialist talent under a shared vision for performance, creativity and results,” said Dom Carter, CEO of Serotonin.
“The acquisition of Unparalleled further strengthens our position in a fragmented market, forecasts our EBITDA for 2025 at over £1m and expands our capabilities where it counts.
“Serotonin was already a serious player, now we’re moving faster, going bigger, and focused on scaling through smart, strategic moves.”
Bielby, who becomes chief commercial officer at Serotonin, added: “The core principle behind Unparalleled was to provide high-growth brands with a strategic advantage through more intelligent and profitable marketing.
“Integrating with Serotonin allows us to apply this vision on a grander scale. This acquisition marks the creation of a new agency model – one built for agility, strategic acquisitions, and optimised for rapid growth.”