DataMentors buys PE-backed V12 Group

DataMentors LLC has acquired Red Bank, New Jersey-based V12 Group, a marketing data provider. No financial terms were disclosed. The combined company will rebrand as V12 Data. Jordan Edmiston Group served as adviser on the transaction. DataMentors’ backers include Brook Venture Partners, Bay Capital Investment Partners, Spring Capital Partners and AB Private Credit Investors while V12 Group was backed by ABRY Partners.


TAMPA, Fla. and RED BANK, N.J., Nov. 28, 2016 /PRNewswire/ — DataMentors, LLC (, a leading Data-as-a-Service company, today announced the acquisition of premium marketing data provider V12 Group ( The combined company, which will rebrand under the name of V12 Data, combines the strengths of two of the most respected names in the data industry to deliver integrated omnichannel data products and services.

The new V12 Data is led by DataMentors’ CEO Anders Ekman. DataMentors, long a leader in marketing technology, acquired marketing data provider Relevate Group in 2015. The V12 Group acquisition is another important milestone in the company’s journey to become the preeminent marketing data company. Headquartered in Red Bank, NJ, V12 Group has proven itself to be a force in omnichannel data, highlighted by its digital data business. V12 Group has also created an industry-recognized data access platform which will make the delivery of the combined company’s data products faster and easier than ever before.

According to Ekman, “V12 Group has established a market-leading position in providing brands with rich data sets including consumer and digital data powered by a strong technology platform. This acquisition is a great opportunity to combine V12 Group’s assets with DataMentors’ powerful data products such as Relevate Auto, Telematch, and our first party data management business.”

V12 Group’s founder Paul Chachko states, “The combination of these assets presents all existing and potential clients with one of the most accurate and broadest data sets available. I’m proud of what we built at V12 Group and look forward to following the company’s success.”

V12 Data’s omnichannel products have breadth and depth and include 210 million consumer contacts with full postal address, 180 million VINs, 208 million consumer emails, 150 million connected consumers across 1,500 audience segments, 240+ million device IDs and the ability to identify customers and prospects and unify addressable identities across all devices and channels.
Financial partners to the company in this transaction include original DataMentors investor Brook Venture Partners of Wakefield, MA; current DataMentors investors Bay Capital Investment Partners of Providence, RI and Spring Capital Partners of Baltimore, MD; and new investor AB Private Credit Investors of Austin, TX.

ABRY Partners of Boston, MA, a current V12 Group investor, has joined the investor group in V12 Data. John Hunt, Managing Partner of ABRY and new Board Member of V12 Data, said of the transaction, “We’re excited to be involved in the evolution of the V12 Group to V12 Data, and are confident in the game-changing potential of the company”.

“Data has become the fuel that drives competitive advantage for today’s marketers. The integration of unparalleled data products and synergies between DataMentors and V12 Group create an end-to-end player that is truly unique in today’s market,” said Ned Williams, Chairman of the Board and partner at Brook Venture. “We are delighted to help the company on its mission and welcome ABRY and AB to the investor group”.

Jordan Edmiston Group (, a prominent, independent investment bank for the global media, information, marketing, software and tech-enabled services sectors, headquartered in New York, NY, was the advisor for this transaction.