NVM Private Equity has invested £14.8m into The Salocin Group to fund the acquisition of customer data specialist business, Edit, from its previous owners, Kin + Carta.

This is the first transaction completed by The Salocin Group in support of their strategy to build a data powered marketing services group, focused on marketing technology, CRM, analytics, content development and media optimisation.

Edit delivers unified data solutions, acquisition and retention campaigns for some of the world’s most recognised brands, including Jaguar Land Rover, Tesco Bank, The British Heart Foundation, and Shell.

It works across sectors including retail, automotive, financial services and not-for-profit with a 120+ strong team of data scientists, engineers, technology strategists and planners based in London and Bath.

The company has over 25 years of data, technology, and campaign management expertise, with a leadership team well versed in scaling profitable marketing businesses.

New £9m deal as Ideagen delivers strong growth

Edit and Kin + Carta will continue to work closely together supporting its key strategic partner Microsoft.

As part of the deal the Edit leadership team will take a stake in the business alongside the incoming executive chair, Nick Dixon a serial marketing services and customer communications entrepreneur who founded The Salocin Group.

The investment, which is the ninth from NVM’s Private Equity Vintage III LP Fund has been led by Peter Hodson and Charlie Pidgeon who will both join the Edit board upon completion of the transaction.

Edit joint managing directors, Rob McGowan and Jeremy Fisher, said: “Edit received interest from a number of buyers, but as soon as we met NVM and Nick, we knew they would be the perfect fit to take the business forward. Nick’s industry expertise combined with a real understanding of the processes and procedures needed to accelerate growth demonstrated a strong fit for our ambitious growth plans.”

Nick Dixon, founder of The Salocin Group said: “I have kept tabs on Edit from afar for several years, their clear strategic focus on maximising the value of 1st-party data, and their innovative award-winning campaigns demonstrates their class-leading credentials. I look forward to contributing to the next phase of their growth through our new partnership with NVM.”

Peter Hodson, investment partner at NVM said: We are delighted to be backing Nick and the team at Edit to build on what is already a fantastic business. Edit is one of a very small number of companies that are able to bridge the worlds of data and marketing.

“Their strong heritage in 1st party data and loyal customer base set them apart from their peers. We are excited to be supporting Nick, Jeremy, Rob and Stuart and confident that under their leadership the business will achieve considerable growth over the coming years.”