Superhero Capital portfolio company Custobar acquired by Ilkka Oyj
Helsinki, Finland — 31 August 2026 — Finnish marketing and technology company Ilkka Oyj has acquired Custobar, a Finnish customer data platform (CDP) and marketing automation company. Custobar, which employs approximately 20 people, will continue under its own brand and current management as part of Ilkka’s Data and Technology business area.
Founded in 2014, Custobar focuses on consumer businesses and provides a customer data platform and marketing automation solution. The company has more than 70 integrations with retail systems and approximately 200 customers across eight countries.
The acquisition does not bring immediate changes for Custobar’s customers. Existing contracts and contact persons will remain the same, and the transaction will not affect customers’ day-to-day operations or partner collaboration.
Custobar generates approximately 30% of its revenue internationally and is expanding through partners across the DACH region, the Nordics, the Baltics and Benelux.
“Joining Ilkka allows us to accelerate our product development and expand into international markets more effectively,” says Laura Ek, CEO of Custobar.
Custobar will join Ilkka’s Data and Technology business alongside Liana Technologies, Profinder and Ungapped. The acquisition strengthens Ilkka’s position in Nordic martech and data technology while adding Custobar’s customer data platform capabilities to its growing portfolio.
Superhero Capital’s journey with Custobar
Superhero Capital first backed Custobar in June 2016, supporting founders Juha Törönen and Tatu Kuivalahti at an early stage of the company’s journey.
“What a great team Ilkka gets their hands on! It has been a pleasure to work with all the Superheroes at Custobar, and we especially want to thank founders Juha Törönen and Tatu Kuivalahti for taking our money back in June 2016,” says Jakob Storå, General Partner at Superhero Capital.
“We’re proud to have been part of Custobar’s journey and to see the team enter this exciting new chapter with Ilkka,” says Storå.
The transaction was completed on 31 August 2026.
About Custobar
Custobar is a Finnish customer data platform and marketing automation company founded in 2014. The company serves approximately 200 customers across eight countries and has more than 70 integrations with retail systems. Custobar employs approximately 20 people and generates around 30% of its revenue internationally.
About Superhero Capital
Superhero Capital is a Helsinki-based venture capital firm that invests in early-stage, software-driven startups in Finland and the Baltic region (Estonia, Latvia, Lithuania). Founded in 2015, the firm positions itself as a supportive partner to founders, using the analogy that if founders are “Superheroes,” they are “Alfred”—the behind-the-scenes support that helps them succeed. Superhero Capital is investing through its 2024 fund.
About Ilkka Oyj
Ilkka Oyj is a Finnish marketing and technology company listed on Nasdaq Helsinki. Its Data and Technology business includes Liana, Ungapped, Profinder and Custobar, while its expert services include Evermade, MySome and Myynninmaailma. Ilkka’s strategy is to become one of Northern Europe’s leading technology, data and marketing companies by 2030.