Supermetrics

Supermetrics
Company typePrivate
IndustryMarketing
Founded2013
FounderMikael Thuneberg
HeadquartersHelsinki,
Finland
Key people
  • Anssi Rusi (CEO)[1]
  • Billy Morris (CFO)[2]
  • Duleepa Wijayawardhana (CIO, former CTO)[3][4]
Revenue55.8 million euros (2023)[5]
Number of employees
354[5] (2023)
Websitesupermetrics.com

Supermetrics Oy is a Finnish software-as-a-service (SaaS) company that develops and provides tools for data integration and marketing intelligence. Headquartered in Helsinki, Finland, the company's core business is centered on helping marketers and data analysts automate the process of collecting data from various online marketing and sales platforms and moving it into reporting, analytics, and data storage destinations. The company has won recognition in Finland for its export success winning the President of the Republic's Internationalization Award (2020) amongst other awards.

The company's origins trace back to 2009, when founder Mikael Thuneberg developed a script to connect the Google Analytics API to Microsoft Excel. After receiving validation for the concept, he formally established Supermetrics as a company in 2013. The company was bootstrapped before securing venture capital funding from investors including OpenOcean, Highland Europe, and IVP.

Initially known for its data pipeline tools, Supermetrics has evolved its offering into a "Marketing Intelligence Platform." In June 2025, Supermetrics announced the acquisition of Relay42, a real-time customer data platform (CDP) based in the Netherlands.

History

Origins and conception (2009–2013)

The idea for Supermetrics was conceived in 2010 by Mikael Thuneberg[6], who was working as a web analyst at the time for Sulake for the virtual online game Habbo Hotel.[7] Frustrated with the manual, time-consuming work of transferring data from the recently launched Google Analytics API into Microsoft Excel, he set out to automate the process. Thuneberg developed a set of scripts to create this connection, reportedly motivated by an online forum contest where the first person to succeed would win a Google t-shirt.[8][6][9]

His solution gained significant validation when it was featured in the official Google Analytics Blog, which highlighted it as a leading method for accessing Google Analytics data from Excel. This external recognition confirmed that the problem he had solved for himself was experienced by a much wider audience of marketers and analysts.[7][10]

Founding and bootstrapped growth (2013–2017)

Supermetrics was formally founded as a company in Helsinki, Finland, in 2013.[11] Thuneberg has stated that he never intended to become a so-called growth company and was focused more on developing the product. Thuneberg worked on the company alone from 2010 until 2016, when the first employee was hired.[1]

The company's financial model was efficient; it was profitable from its first day of operation. [8] This bootstrapped financial performance meant that by 2016, the company reported annual revenues of €1.6 million (approximately $1.9 million at the time), representing a 151% year-over-year increase. It achieved this growth with a net profit margin of 63%.[12]

Venture funding and expansion (2017–2022)

On November 23, 2017, Supermetrics announced its first significant funding round, securing a €3.5 million (approximately $4.1 million) Series A investment. The round was led by OpenOcean, a Finnish venture capital firm founded by key individuals behind the open-source database company MySQL and MariaDB.[13][14] The stated purpose of the capital injection was to accelerate technology and product innovation and to support a rapid, strategic expansion into new global markets.[12] A Google Data Studio partner at this point[15], the company established its first sales team in 2018.[16]

In January 2019, the company began collaborating with Microsoft on its Power BI reporting product.[17] In the spring, Supermetrics, together with Google, developed a no-code data warehouse integration for the BigQuery data warehouse.[18] The company opened offices in Lithuania[19] and in Atlanta, Georgia. Because of the COVID-19 pandemic, the Atlanta office was closed after only four months.[10] The company had nearly 50 employees, and its revenue grew approximately 770 percent from 2017 to 2019.[20]

In early 2020, Supermetrics hired its first chief financial officer.[21] The company secured a €40 million (approximately $47.2 million) Series B funding round on August 25, 2020. This round was led by the growth equity firm Highland Europe and included participation from the prominent US venture capital firm IVP. The round also attracted angel investments from influential figures in the software industry, including Ilkka Paananen, CEO of Supercell, and Amit Agarwal, Chief Product Officer of Datadog.[22] Thuneberg noted that the selection of these investors was driven more by a desire to acquire strategic expertise and skills than simply to obtain capital.[8]

The company's revenue grew to $40.9 million in 2021, with a net profit of $6.9 million. By the end of 2021, the company had around 200 employees across Finland, Lithuania, and the United States.[23] In 2022, Supermetrics announced it had surpassed €50 million in revenue, maintaining a 40% year-over-year growth rate. According to public financial information number of employees were reported as 172 in 2021 and 354 in 2023.[5]

The company opened an office in Dublin in 2022.[24]

Leadership transition and strategic shift (2023–Present)

As Supermetrics entered a new phase of maturity and scale, its leadership structure evolved. In January 2023, the company appointed Anssi Rusi as its first co-CEO to work alongside founder Mikael Thuneberg. Rusi, a veteran of other successful Finnish technology companies like Yousician and Smartly.io, was tasked with leading the commercial, financial, and operational functions. This structure was designed to allow Thuneberg to dedicate his focus to his passion for product development and strategy.[25]

The co-CEO model proved to be a transitional phase. By mid-2025, Rusi was operating as the sole CEO of the company. Supermetrics announced that Thuneberg would be taking a break from day-to-day responsibilities but would remain deeply involved with the company as its largest shareholder and as the Chairman of the Board.[1] In March 2025, Supermetrics announced the appointment of Billy Morris, with prior experience at companies like Twilio and Cisco, as Chief Financial Officer.[2]

On June 18, 2025, Supermetrics announced its acquisition of Relay42, an Amsterdam-based real-time Customer Data Platform. According to the company, this acquisition signaled a fundamental pivot in the company's strategy, moving it beyond data integration to create an end-to-end marketing intelligence platform that combines data connection and analysis with data activation. [26]

Products and services

Supermetrics' first products were self-service tools that marketing managers could implement independently.[6] Nowadays the company also offers products which can be integrated customers' own data ecosystems.[6][27]

Data integration

The base Supermetrics product is a data integration platform built for marketers, analysts, and data engineers.[14] It functions as a no-code software solution that automates the extraction and transfer of data from a wide array of siloed marketing and sales platforms. [28]

The platform features a library of over 150 connectors to data sources. These include major digital advertising platforms like Google Ads and Facebook Ads,[29] web analytics services such as Google Analytics, social media networks, e-commerce systems like Shopify and Adobe Commerce, and customer relationship management (CRM) systems such as Salesforce.[28][27] Supermetrics is a HubSpot partner and Google's partner for Looker Studio.[30][19]

Users can choose to send this aggregated data to a variety of destinations. These fall into three main categories:

  1. Spreadsheets: Google Sheets and Microsoft Excel.[31]
  2. Business Intelligence (BI) and Visualization Tools: Looker Studio (formerly Google Data Studio) and Power BI.[30][32][31]
  3. Data Warehouses and Data Lakes: Destinations such as Google BigQuery,[33] Snowflake, Amazon Redshift, and Azure Synapse.[31]

The primary value of this service is the elimination of manual data export and import tasks, which saves time, reduces the risk of human error, and provides a unified view of marketing performance across disparate channels.[31]

Marketing intelligence

Prior to and consolidating with its acquisition of Relay42, Supermetrics began to position its expanded offering as a "Marketing Intelligence Platform". This branding reflects a strategic move to provide a more holistic solution that covers the entire marketing data workflow.[31]

According to the company the integration of Relay42's Customer Data Platform (CDP) technology will add an "activation" layer to the platform, enabling capabilities such as real-time customer journey orchestration, dynamic audience building, and the delivery of personalized experiences across both digital and offline channels. The stated goal is to create a single, end-to-end platform where marketers can move from data analysis and insight generation to direct action and campaign optimization.[26]

Technology and features

To support its platform, Supermetrics offers a range of features.

  • Data Transformation: The platform provides tools to manipulate data before it reaches its final destination. This includes data blending, which allows users to join data from different sources, and AI-powered custom fields, which can be used to clean, enrich, or reformat data using natural language prompts.[31]
  • Automation: A core feature is the ability to schedule automated data refreshes at set intervals. This ensures that reports and dashboards are always up-to-date without manual intervention. Users can also set up automated email notifications.[34]
  • Templates: Supermetrics offers pre-built, customizable report templates for tools like Looker Studio and Google Sheets. These templates cover common marketing use cases such as budget pacing, website performance analysis, and social media engagement monitoring.[34]

Competitive landscape

Supermetrics operates within the marketing technology landscape, specifically in the data integration, business intelligence, and analytics sectors. Key competitors include Funnel, Adverity, FiveTran and Stitch (part of Talend) in this space.[35]

According to the company, the acquisition of Relay42 represents a strategic effort to move upmarket and compete more directly with comprehensive data platforms by adding data activation as a key differentiator.[36]

Recognitions

  • In 2019, Supermetrics was included in Deloitte's Technology Fast 50 list.[19]
  • In 2020, the company received the President of the Republic's Internationalization Award.[37]
  • February, 2021, CTO of the Year, Finland, SMB Category for Duleepa Wijyawardhana[3]
  • November, 2021, Growth Company CEO of the Year for Mikael Thuneberg[38]

References

  1. ^ a b c Reinikainen, Pauli (2025-02-27). "Miljoonabisnestä pyörittävä Mikael Thuneberg aloitti yksinyrittäjänä – Nyt hän tekee töitä silloin kun huvittaa: "Osa stressistä on poistunut elämästä"". Yrittajat.fi (in Finnish). Retrieved 2025-04-23.
  2. ^ a b "Faraday Partners Supports the Appointment of Billy Morris as Chief Financial Officer at Supermetrics". 2025-03-17. Retrieved 2025-07-06.
  3. ^ a b "CTOs of the Year and Innovation Professor of the Year 2021 have been announced" (in Finnish). 2021-02-17. Retrieved 2025-07-06.
  4. ^ "Security Boulevard Author Profile". securityboulevard.com. Retrieved 2025-07-06.
  5. ^ a b c "Supermetrics Oy". Kauppalehti (in Finnish). 2025-04-16. Retrieved 2025-04-16.
  6. ^ a b c d Lappalainen, Elina (2022-10-01). "Vahingossa miljonääri". Helsingin Sanomat (in Finnish). Retrieved 2025-07-06.
  7. ^ a b Lappalainen, Elina (2019-05-27). ""Startup löi pöytään poikkeuksellisen liikevoiton – Google antaa vauhtia"". Tivi (in Finnish). Retrieved 2025-07-06.
  8. ^ a b c Sullström, Heidi (2021-11-11). "Mikael Thuneberg ratkaisi ärsyttävän copy-paste-ongelman ja nyt mies kuittasi 25 miljoonaa euroa – "Tarkoitus ei ollut tehdä mitään ihmeellistä bisnestä"". Yle Uutiset (in Finnish). Retrieved 2025-04-16.
  9. ^ Niipola, Jani (2016-12-05). "Markkinoijan elämää helpottamassa". Kauppalehti (in Finnish). Retrieved 2025-04-16.
  10. ^ a b Pyyhtiä, Tomi; Lindqvist, Lasse; Mänty, Hannu (2025-02-11). Suomen selkäranka - Tarinoita yrittäjistä ja yrittäjyydestä (in Finnish). Tammi. pp. 74, 75, 83, 85. ISBN 9789520464769.
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  13. ^ ""OpenOcean targets €130M final close for its fourth fund to back Europe's early-stage AI, data, and software development startups"". 2025-03-13. Retrieved 2025-07-06.
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  16. ^ Ylä-Anttila, Aleksi (2019-05-24). "Maailmalla suosioon noussut suomalainen startup Supermetrics kasvaa kohisten: "Meillä on jatkuva hyvä virta uutta asiakaskuntaa"". Kauppalehti (in Finnish). Retrieved 2025-04-16.
  17. ^ Lukkari, Esko (2019-06-04). "Supermetrics aikoo avata uuden valtaväylän maailmalle". Kauppalehti (in Finnish). Retrieved 2025-04-16.
  18. ^ Lukkari, Esko (2019-06-04). "Supermetrics ampaisi kovaan kasvuun, sijoittajahalukkaita on jonoksi asti". Kauppalehti (in Finnish). Retrieved 2025-04-16.
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  37. ^ Pietarila, Päivikki (2020-11-27). "Presidentin kansainvälistymispalkinnon voittajat ovat markkinointijättien työkalu, kiuaskonkari ja sairaaloiden kalustaja". Talouselämä (in Finnish). Retrieved 2025-04-16.
  38. ^ Peltonen, Juha (2021-11-30). "Vuoden 2021 kasvuyritysjohtaja on Mikael Thuneberg – Supermetricsin pääomistaja uskoo yhtiön listautuvan lähivuosina" (in Finnish). Retrieved 2025-07-06.
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