Main Capital exits OB14wan

Main Capital Partners has sold OBI4wan to Spotler Group.

Main Capital Partners has sold OBI4wan to Spotler Group. No financial terms were disclosed. OB14wan is a Dutch omnichannel customer service and marketing SaaS solutions provider.


Main Capital Partners realizes successful strategic sale of OBI4wan to Spotler Group. OBI4wan is a Dutch omnichannel customer service and marketing SaaS solution to bring webcare, intelligent live chat, chatbots, messaging, social engagement, and media monitoring to their growing marketing technology and services portfolio.

Founded in 2011, OBI4wan is the Benelux market leader in enabling marketers and customer service professionals to provide a consistent, responsive customer experience across multiple channels, including chatbots, messaging apps, and social media. All of the digital channels where consumers are increasingly expecting brands, governments and service providers to be present and engage with them.

In addition, OBI4wan’s investment in scheduling, media monitoring, data analysis, and artificial intelligence technologies has helped almost 1.500 organisations to do this efficiently and gain essential insights into the impact of these activities on their brand reputation. Main Capital Partners backed OBI4wan in 2016.

As organisations of all sizes recognise the connection between customer experience and commercial growth, this acquisition further enhances the aim of Spotler Group to give ambitious marketers and customer experience professionals the right tools to engage customers and grow their business. Especially for those organisations looking to take a holistic omnichannel approach throughout the customer lifecycle, from awareness to post-purchase and to understand their reputation in their market.

Charly Zwemstra, Managing Partner at Main Capital: “We are very proud of what we have achieved over the last five years, together with the team from OBI4wan. During its holding period, Main has guided OBI4wan management in a successful growth strategy with a strong emphasis on (inter)national organic growth through the launch of new products such as chatbots (platform) as well as buy-and-build through two strategic combinations with Buzzcapture (2016) and HowAboutYou (2020). Consequently, OBI Group has grown into a Benelux market leader in SaaS customer engagement.

Alexander de Ruiter, Co-founder, and CEO at OBI4wan: “Becoming part of the Spotler Group provides tremendous value for our customers and will enable OBI4wan to take next step in realising our mission of providing “Effortless Engagement solution to our customer base”

Lee Chadwick, Spotler Group CEO: “I’m delighted to welcome OBI4wan to the group in an acquisition that accelerates our commercial growth and brings technology and talent to our data-driven, AI-powered, omnichannel product strategy.”

About OBI4wan
OBI4wan was founded in 2011 and has been supporting large organizations to successfully deploy media monitoring and online customer contact. The user-friendly tools and services support customers with customer engagement, smart chatbots, reputation management and actionable insights from data. The clientele includes large multinationals and governments such as ING, Univé, PostNL and municipality of Utrecht. At the moment OBI4wan has 75 employees.