Finnish startup Serviceform secures €2.45M funding to help European SMEs with website lead generation

Turku, Finland-based Serviceform, a company specialised in website lead generation for real estate and automotive/car sales, announced on Tuesday that it has reached break-even and secured €2.45M in new funding.

Participants in the round include Virta Equity, BackingMind, Gorilla Capital, and entrepreneur and angel investor, Lasse Järvinen.

The Finnish company will use the funds to solidify its position as the category leader in marketing within the Automotive & Real estate sectors and explore new opportunities in other verticals and M&A opportunities.

The company says it will scale its commercial engine and forge partnerships with partners and resellers to further support the growth and commercial efforts.

The marketing technology landscape is crowded, and with the rise of AI, it’s become even more competitive. Many companies find themselves using 4-5 different tools just to manage their marketing, plus more for business tasks.

Serviceform: Offering marketing suite for SME’s in Europe

Founded by Jarkko Oksanen and Iranthi Gomes, Serviceform addresses this issue by offering a suite of applications that streamline all your workflows in one place.

The platform allows companies to customise their use cases in everything ranging from lead generation to customer management, and customer support.

Within Serviceform, users can discover and customize a variety of applications, including Chatbots, Live Chat, WhatsApp Campaigns, Calendar, Video Carousels, Cart and Comparison Engine, AI Search Engine, Pop-ups, Lead Bars, Social Inbox, CRM, Web analytics and Dynamic forms.

Currently, the company’s platform is being used on 4000 websites from 25 different countries. Additionally, the company claims that its tools are seen by 22 million people on the web.

The investors

Virta Equity is an investment group founded by experienced entrepreneurs and investors, which makes growth-supporting capital investments in entrepreneur-led companies that have already established their businesses.

“Serviceform has truly shown excellence in building growth not only in Finland but also in other countries in Europe. When getting familiar with the company and what Serviceform is offering to the customers, we had full trust in having a winning concept in our hands. The made investment gives a great opportunity to scale and after all, to give more additional value for the customers,” says Marko Möttönen, Partner at Virta Equity.

Gorilla Capital is the most active Nordic early-stage investor. 

“Gorilla Capital has been a Serviceform investor since 2018, so we’ve had a 1st-row seat to monitor their progress. They have been one of the steadiest growth stories in our portfolio – a result of their deep insights into customer needs and strong execution. We are very excited to see them start the next chapter on their journey”, says Risto Rautakorpi, Managing Partner at Gorilla Capital.

“Since our first investment in 2022, it’s been clear that Serviceform is deeply committed to developing the best tools for SMEs to manage their business – from lead generation and growth, automating customer support, to streamlining internal workflows. Iranthi and Jarkko are truly customer obsessed and we believe they will be a category winner,” says Jasenko Hadzic, Principal at BackingMinds.