The year-old Dutch startup is folding in a seven-year-old performance-marketing platform, betting that customers want AI, automation and human specialists in one place.
Most startups spend their first year trying to survive. Aizy has spent its first year buying a company older than itself.The Breda-based AI-marketing firm announced that it has acquired Uptmz, a rival performance-advertising platform, merging the two into a single system that serves more than 600 customers.
The combined platform spans advertising across Google, Microsoft and Meta, pairing Uptmz’s automation software with Aizy’s AI optimisation and its bench of performance specialists.
Financial terms were not disclosed. Customers of both will move onto one integrated platform, able to run campaigns themselves, lean on specialists, or hand over the whole job.
The two halves come at the problem from different ends. Uptmz grew out of the Dutch agency group Springbok Group and spun out as an independent company in 2022, building over seven years into a technically strong, scalable platform for Google and Microsoft ads, weighted towards automation.
Aizy, barely a year old, has built in the other direction, starting from AI intelligence and human support rather than raw tooling.
That contrast is the stated logic of the deal. “This combination gives us the best of both worlds,” said Stefan Nuijten, Aizy’s founder, describing user-friendly software on one side and real intelligence on the strategy and execution side, and claiming a lead over the rush of similar initiatives that have appeared lately.
Vincent Stoit, co-founder of Uptmz, said companies increasingly want a multichannel approach and strategic support that goes beyond software alone, and that Aizy could carry his platform into its next phase.
The wager beneath the language is that the market for advertising software is consolidating away from single-purpose AI tools and towards integrated platforms.
Plenty of products optimise one channel or automate one task; Aizy’s bet is that mid-market advertisers would rather buy AI, automation and specialist help as one bundle than assemble them from parts.
Acquiring a built-out platform is a faster way to make that case than building it.
Aizy’s short history has been unusually well-funded for its age. The company raised early backing from investors including DeGiro co-founder Gijs Nagel and the tech investors Michiel Mol and Joost van der Klooster, and a €2m injection in February 2026 valued it at around €22m, less than a year after launch, on roughly €2m of annual recurring revenue and more than 150 customers at the time.
The Uptmz deal is what that capital is now buying: scale, bought rather than grown.
The company says the combination lays the groundwork for international expansion across the European AI-performance-marketing market. That is the ambition; the integration is the test.
Merging a year-old AI-first startup with a seven-year-old automation platform, and keeping 600 customers happy through it, is the kind of operational work that decides whether an acquisition this early is bold or premature.
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