Aizy has acquired Dutch Uptmz to develop a unified AI advertising platform for Google, Microsoft, and Meta.

      The year-old Dutch startup is integrating a seven-year-old performance marketing platform, aiming to provide customers with AI, automation, and human expertise in one location. While most startups spend their initial year focused on survival, Aizy has used its first year to acquire a company that predates it.

      The Breda-based AI marketing firm has announced the acquisition of Uptmz, a competing performance advertising platform, consolidating both into a singular system that now caters to over 600 clients. The newly combined platform facilitates advertising across Google, Microsoft, and Meta, merging Uptmz’s automation technology with Aizy’s AI optimization and its roster of performance experts.

      Financial details of the deal have not been revealed. Customers from both platforms will transition to one unified system, allowing them to manage campaigns independently, consult specialists, or delegate all tasks entirely.

      Each entity approaches the challenge from different angles. Uptmz originated from the Dutch agency group Springbok Group and became an independent company in 2022, developing over seven years into a robust, scalable platform for Google and Microsoft advertising, focusing on automation. In contrast, Aizy, still in its infancy, began with AI intelligence and human assistance rather than solely technological tools.

      This distinction is the rationale behind the acquisition. “This combination provides us with the best of both worlds,” stated Stefan Nuijten, the founder of Aizy, describing the balance between user-friendly software and strategic, intelligent execution, and asserting an advantage over a surge of similar ventures.

      Vincent Stoit, co-founder of Uptmz, remarked that businesses increasingly seek a multichannel strategy and support that transcends standalone software, suggesting that Aizy could advance his platform into its next development stage.

      Underlying this discussion is the belief that the advertising software market is shifting from single-purpose AI tools to more comprehensive platforms. Many products specialize in optimizing one channel or automating a single task; Aizy believes that mid-market advertisers would prefer to acquire AI, automation, and expert assistance as a cohesive package rather than piecemeal.

      Acquiring an established platform offers a quicker route to demonstrating this concept than developing one organically. Aizy’s brief history has been notably well-funded for a startup of its age, securing early investments from notable figures such as DeGiro co-founder Gijs Nagel, and technology investors Michiel Mol and Joost van der Klooster. A €2 million investment in February 2026 valued the company at approximately €22 million, less than a year post-launch, based on about €2 million in annual recurring revenue and over 150 clients at that time.

      The Uptmz acquisition represents what that funding is intended to achieve: growth through acquisition rather than 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.

      Combining a year-old AI-centric startup with a seven-year-old automation platform while ensuring the satisfaction of 600 customers will determine whether such an early acquisition is a courageous move or a hasty one.