Aizy has acquired Dutch Uptmz to create a unified AI advertising platform encompassing Google, Microsoft, and Meta.
The year-old Dutch startup is integrating a seven-year-old performance marketing platform, anticipating that customers will appreciate having AI, automation, and human expertise consolidated in one location.
While most startups dedicate their initial year to survival, Aizy has uniquely utilized that time to acquire a company that predates it.
The Breda-based AI marketing firm has revealed its acquisition of Uptmz, a competing performance advertising platform, combining both into a unified system that caters to over 600 customers.
The merged platform incorporates advertising across Google, Microsoft, and Meta, merging Uptmz’s automation technology with Aizy’s AI optimization and team of performance experts.
Financial details were not made public. Customers from both companies will transition to a single integrated platform, where they can manage campaigns independently, rely on specialists, or outsource the entire process.
The two companies approach the issue from different perspectives. Uptmz originated from the Dutch agency group Springbok Group and became an independent entity in 2022, developing over seven years into a robust and scalable platform for Google and Microsoft ads, with a strong emphasis on automation.
In contrast, Aizy, which is still in its first year, is built on AI intelligence and human assistance rather than just tool development.
This distinction is the foundational reasoning behind the deal. “This combination provides us with the best of both worlds,” stated Stefan Nuijten, Aizy’s founder. He described the software's user-friendliness alongside the real intelligence in strategy and execution, claiming an edge over a surge of similar initiatives recently introduced.
Vincent Stoit, co-founder of Uptmz, remarked that companies increasingly prefer a multi-channel strategy and support that extends beyond mere software, suggesting that Aizy could help advance his platform to its next stage.
The underlying bet is that the market for advertising software is shifting from singular AI tools to integrated systems.
Numerous products are designed to optimize specific channels or automate individual tasks; however, Aizy believes that mid-market advertisers would prefer to purchase AI, automation, and specialist assistance as a comprehensive package rather than piecing them together separately.
Acquiring an established platform is a more efficient way to validate this concept than developing one from scratch.
For its young age, Aizy's track record has been surprisingly well-funded. The company received early support from investors like DeGiro co-founder Gijs Nagel and tech investors Michiel Mol and Joost van der Klooster, as well as a €2m investment in February 2026, which valued it at roughly €22m—less than a year post-launch—supported by about €2m in annual recurring revenue and over 150 customers at that time.
The Uptmz acquisition represents what that financial backing is now achieving: growth through acquisition rather than organic development.
The company asserts that this merger lays the foundation for international growth within the European AI performance marketing sector. This ambition will be tested through the integration process.
Successfully merging a one-year-old AI startup with a seven-year-old automation platform while maintaining the satisfaction of 600 customers is the operational challenge that will determine if this acquisition is a strategic move or a premature decision.
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Aizy has acquired Dutch Uptmz to create a unified AI advertising platform encompassing Google, Microsoft, and Meta.
The Dutch AI-marketing startup Aizy has taken over its competitor Uptmz, merging the two into one performance-advertising platform that caters to over 600 clients.