Ambitious Consumer Sector Insights Business Continues To Expand

The Corporate team at Irwin Mitchell has advised YFM Equity Partners on its additional £3m investment in fast-growing consumer insights business Vypr.

Vypr has developed a market-leading product intelligence platform which enables companies such as M&S and Ella’s Kitchen to save time and costs by providing insight into their product innovation. This ranges from concept screening and packaging design to product claims and marketing.

Since YFM’s initial investment in January 2021, Vypr has seen revenues double and rapid growth of its client base, whilst continuing to invest in its sales and marketing team and technology. YFM’s additional funding brings its total investment in Vypr to £5.5m.

Adam Kaucher, Corporate partner at Irwin Mitchell, advised on the deal.

Expert Opinion

“We worked alongside YFM on their initial investment in Vypr at the start of last year and it is great to see the business innovate and grow at the pace it has. I’m delighted to be involved in advising YFM Equity Partners again and I’m confident this investment will enable Vypr to enhance its products for the consumer sector and continue its rapid growth trajectory.” Adam Kaucher, Corporate partner

YFM partner Steve Harrison, said: “We have been really impressed by the power of the Vypr platform and how rapid and robust consumer-validated insights help clients to streamline their product intelligence processes and reduce waste and cost. We continue to be excited by the market opportunity and look forward to Vypr further developing its market-leading proposition.”

Kevin Baldwin, Vypr CEO, commented: “We are delighted YFM has followed up its 2021 investment to help us achieve our ambitious growth plan over the next few years. The funding will bolster our commercial functions, building on the strong ARR growth achieved since 2021 and the significant improvement in renewal rates – an indication our clients are delighted with the insight Vypr brings. We will also be investing heavily in our product team, enhancing the client platform and consumer app to provide new functionality and insight. YFM’s involvement has helped us to navigate the market and pushed us to think bigger.”