SuperOffice has acquired Lyyti in a strategic move to strengthen its CRM and event platform across the Nordics. The acquisition links CRM and event technology in a more data-driven way, giving companies better tools to measure customer engagement and the business value of their activities.
SuperOffice is one of Europe’s leading CRM providers, and by acquiring the Finnish event tech company Lyyti, the company bolsters its position in Sweden and the rest of the Nordics. The deal creates a strong Nordic combination focused on the entire customer journey, from first contact to long-term relationships.
A strategic step in SuperOffice’s Nordic expansion
The acquisition of Lyyti is part of SuperOffice’s long-term expansion strategy in the Nordics and Europe. After the transaction, the group’s total recurring revenue will be approximately SEK 750 million, representing growth of more than 13 percent.
SuperOffice carried out several strategic initiatives in 2025 to strengthen its offering. Following the earlier acquisition of the Swedish software and consulting firm i Centrum AB and with continued support from majority owner Axcel, the company is accelerating growth through targeted investments in both technology and go-to-market efforts.
According to Lars Engbork, CEO of SuperOffice, the acquisition is a natural continuation of the company’s ambition to build Europe’s most loved CRM platform, with a clear focus on customer engagement and measurable business value.
Linking CRM and event tech
Integrating Lyyti’s event platform with SuperOffice CRM opens new opportunities to tie events directly to the customer journey. Events become a measurable, integrated part of sales and marketing rather than an isolated activity.
Marketing and sales teams can invite customers to webinars and in‑person seminars via Lyyti while engagement is automatically tracked in the CRM. Follow-ups can be scheduled and leads analyzed based on actual activity and attendance.
Petri Hollmén, CEO of Lyyti, says the integration makes it possible to demonstrate the value of events in a new way. By connecting registration, communications and analytics to the CRM, organizations gain full visibility into how events contribute to business results.
Significant commercial synergies
SuperOffice and Lyyti share similar customer profiles and business models, creating immediate commercial synergies. Combining CRM and event tech enables delivery of more personalized, data-driven experiences for customers throughout the Nordics.
Events are now one of the most important touchpoints in the customer experience. Since the pandemic, the mix of physical and digital events has become critical to how companies engage their audiences. By consolidating all event data in a single system, organizations can work more strategically and sustainably with their customer relationships.
Strong growth in Sweden and the Nordics
Sweden is one of SuperOffice’s fastest-growing markets, where the company has operated for more than 20 years. For Lyyti, Sweden is the second-largest market, with the company present in the country since 2012.
The combined organization now has around 60 employees in Sweden. Lyyti handles registrations for more than 26 million attendees globally each year, which gives SuperOffice and Lyyti a strong position in both Nordic and European markets.
The acquisition also strengthens SuperOffice’s presence in Finland and complements its offering with Lyyti’s established event tech expertise.
What the acquisition means for Nordic companies
Nordic companies will gain improved ability to connect events directly to the customer journey and CRM data. By unifying registration, communications, follow-up and analytics in a single system, it becomes easier to measure business impact, ROI and customer engagement over time.
The combination of CRM and event tech enhances marketing and sales teams’ capacity to work data-driven and to create long-term value from customer activities. Events become a strategic part of business development rather than an isolated marketing effort.
Long-term impact on the Nordic CRM market
The SuperOffice–Lyyti transaction reflects a broader trend in the Nordic CRM market where platforms increasingly need to support the entire customer journey. Companies are looking for solutions that not only manage contacts and deals but also connect marketing activities, events and customer experiences within a single ecosystem.
Integrating event tech directly into CRM provides better decision support for leadership, marketing and sales. Data from participation, engagement and follow-up can be used to improve segmentation, prioritization and personalization. This positions CRM as a strategic growth tool rather than merely an administrative system.
The transaction is expected to close in the fourth quarter of 2025, subject to customary closing conditions.