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IMPROVED advises Visualfabriq on the Private Placement of PSG*

Revenue Growth Management (RGM) Enterprise Software / SaaS

AMSTERDAM (NL) | LONDON (UK) - July 19, 2021)

Visualfabriq, a leading international provider of AI-enhanced Revenue Growth Management Software, today announced a growth investment from Providence Strategic Growth (PSG), a leading growth equity firm that focuses on partnering with middle-market software and technology-enabled services companies.

IMPROVED acted as the exclusive financial advisor to Visualfabriq during this landmark transaction.

Visualfabriq’s Software-as-a-Service (SaaS) platform supports global consumer packaged goods (CPG) manufacturers in managing and optimising their promotions and demand planning. Developed by experienced CPG industry professionals, Visualfabriq’s solutions are designed to improve Revenue Growth Management for leading CPG brands globally by integrating big data, AI and intuitive workflows.

Following PSG’s investment, Visualfabriq will continue to be led by its existing management team, including founders Jaco Brussé and Carst Vaartjes, who serve as CEO and CPO, respectively. PSG’s investment will be used to accelerate Visualfabriq’s organic growth and assist in future product development. With PSG’s support, Visualfabriq is destined to become a global market leader for Revenue Growth Management Software solutions.  

Over the past years, IMPROVED has solidified its position as Corporate Finance advisor in the Technology domain, including strong expertise in SaaS. Through this landmark transaction in the Dutch Technology space, IMPROVED supported another Dutch high-growth SaaS Company to become a leading global player. Advising various technology companies on their next phase of growth has laid the foundation of IMPROVED’s thorough understanding of the market dynamics, business models, SaaS specific valuation metrics, and  tier-1 investor landscape.

“We have grown from being a start-up to a global vendor with customers around the world, and we are excited to be partnering with the PSG team to become the global leader in Revenue Growth Management Software. IMPROVED has an excellent understanding of the technology & SaaS market dynamics, deep relationships with relevant investors in the ecosystem, and the ability to fully capture the market dynamics in a professional, structured and value-enhancing process” commented Jaco Brussé, CEO of Visualfabriq.

Frank Verbeek, Managing Partner at IMPROVED, says: “Visualfabriq, with its best-in-class Revenue Growth Management Software and its rapidly expanding customer base of blue-chip CPG companies, will be in the position to execute its plan and grow even faster through global expansion with the growth investment by PSG”.

Manus Weber, Director at IMPROVED, continues: “We are proud to have supported another Dutch high-growth Technology Company in realising the next step in their journey to becoming a global market leader. Following a highly competitive process, Visualfabriq found the most suitable partner in PSG to realise that ambition”.

This Technology (Enterprise Software/SaaS) deal adds to IMPROVED’s track record of many landmark transactions in the space. It shows that we excel in what are considered complex transactions requiring unmatched business creativity, including a.o. cross-border M&A sell-side, buy-side, private placement, equity capital market and debt transactions. We invite entrepreneurs, investors, and corporates to reach out to challenge Team IMPROVED to ignite your growth ambitions and realise your goals.

We are looking forward to hearing from you!


IMPROVED deal team: Frank Verbeek, Manus Weber, Luuk Hulzebos



For further enquiries, please contact Manus Weber: weber@improvedcf.com; + 31 6 29 02 32 38


About Visualfabriq

Visualfabriq is the world’s frontrunner in Revenue Growth Management Solutions with applied AI capabilities. An agile 100% SaaS solution company, aiming to ‘Unleash your excellence’. Bringing back the craftsmanship to the hands of our clients. Providing them with the tools we were missing during our own careers in CPG.

Driven by a steadfast vision to radically improve revenue growth management for the CPG industry, we reduce the routine workload for CPG organisations by largely automating demand creation, demand- and budget reviews, and promotion planning. Making all of these elements available at the commercial level where the sales organisation operates. Allowing organisations to free up time from daily work routines to instead focus on a strategic and tactical interaction with their customers.

By using AI-driven scenario planning, we create direct insight into a full range of options and demonstrate the volume and financial pros and cons in detail, achieving a significantly higher level of reliability than with traditional estimations.

Visualfabriq was founded in 2013 and has grown to a globally active company over the past eight years, with offices in the Netherlands, Johannesburg, New York, Barcelona, London, Singapore and Mexico City, employing ~100 FTE and over 20 nationalities. https://visualfabriq.com



IMPROVED, headquartered in Amsterdam, is an international Corporate Finance boutique focussed on the mid-market Technology, Energy and Mobility (TEM) sectors. IMPROVED has proven cross-border deal-making capabilities and executed transactions in +20 countries across Europe, the US and Asia. The team consists of 20+ corporate finance and M&A professionals and is complemented by a team of high-level senior advisors with vast executive and board-level experience in the TEM sectors.

*This transaction has been executed under Drake Star Partners BV and managed by IMPROVED Corporate Finance BV.