Maven's new Management Buyout Fund II invests in Digital Rewards Group

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    Technology-driven discount and rewards specialist that enables brands and businesses to engage their audiences has received a significant investment from Maven's buyout fund to accelerate growth and expand internationally.

    Published: Mar 11, 2025
    Focus: Private Equity

    Maven's buyout team has completed a significant investment in Digital Rewards Group (DRG), a technology led closed user group discount platform which connects its members with attractions and partners, in addition to providing loyalty led brand partnership campaigns.

    The investment includes funding from Maven’s new Management Buyout Fund II, and will be used to support DRG’s expansion, strengthening its technology, data, and product propositions whilst accelerating growth in the US market.

    As part of the transaction, Maven has worked extensively with management to develop a clear value creation plan to drive further long term growth and maximise value for all stakeholders. This plan covers DRG's people and technology, as well as its commercial and operational effectiveness.

    Gautam Sahgal (former PerkBox CEO) and Andrew Gunson have joined DRG’s board as Non-executive Chairman and Chief Financial Officer, respectively. Andrew and Gautam will supplement the existing senior team in the delivery of the next phase of growth. Other senior hires facilitated by the transaction process include a new Head of Retention and New Head of Partnerships.

    Headquartered in Altrincham, Greater Manchester, DRG provides access to exclusive discounts and experiences through its Kids Pass platform, establishing itself as a market leader in discounted, family focused experiences and attractions across the UK. DRG also owns and operates other dedicated digital platforms including Global Hotel Pass and DaysOut.com. Its highly scalable technology stack gives the business a powerful and flexible offering.

    Led by Group CEO Andrew Kilmartin and UK CEO Dave Clayton, DRG has experienced significant growth in recent years, with impressive net revenue growth, creating valuable savings for key consumer groups and incremental revenue streams for its partner brands.

    Ryan and Jez at Maven
    Pictured L to R: Ryan Bevington and Jeremy Thompson (partners in Maven's Manchester office) who led the investment.

     

    “We are delighted to have completed our investment into Digital Rewards Group, a fast growing, highly scalable, technology-driven business. DRG operates in a resilient market with a large addressable audience and clear international expansion potential. We’re looking forward to working in partnership with Andy, Dave and the wider team who have grown DRG to a market leading position and laid excellent foundations for growth.”

    Ryan Bevington, Partner at Maven

     

    "We are excited to have brought Maven on board for the next stage of our growth journey. We worked closely with our financial advisers to choose an investor with a common set of values and experience of helping high growth digital businesses accelerate their growth plans, particularly with our expansion internationally. We have ambitious plans for this next phase and look forward to delivering our objectives alongside the Maven team.”

    Andrew Kilmartin, Group CEO at DRG

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    Private Equity