Croud is a global full-service digital agency helping businesses drive sustainable growth in marketing. With a rich heritage in performance, we apply that mindset to everything we do; brand planning, strategy, integrated media, social, creative, and data.

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Staff: 500
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Croud secures £30m investment from LDC

by Krishanthe Keerthikumar

November 26, 2019

Croud has secured a £30 million minority investment from mid-market private equity house LDC. The deal will support Croud to further accelerate global growth via its innovative service delivery that combines its proprietary technology with Croud’s worldwide network of on-demand digital experts.

We are very excited to announce our partnership with LDC, the private equity arm of Lloyds Bank, who have invested in our future.

Croud x LDC

LDC is backing the existing management team led by Co-Founders Luke Smith and Ben Knight. The firm will help Croud build on its position as a leading independent marketing agency through investing in its operations in the UK and overseas. The partnership will also support further development of Croud’s proprietary technology products and expansion of its range of services.

Luke Smith, CEO and Co-Founder of Croud, said:

“We are absolutely delighted to announce our partnership with LDC. This moment is the culmination of eight years of hard work, dedication and brilliance from our team, all of whom are stakeholders in the business and will share in our success.

“But this is just the beginning – we underwent a rigorous process in finding the right partner for us and looked at several options, but LDC share our vision and offer the ideal platform for us to continue on our mission – which very much remains to become the world’s finest digital technology and communications group.

“We started Croud in 2011 to build a truly different marketing communications business, and have seen phenomenal growth, but we’re only just getting started. With the launch of our SaaS platform Serpico, our ever-expanding international business, and partnerships with all of the major platforms, we have so many reasons to be bullish about our future plans and increasing our current growth rate of over 40%.

“We are all looking forward to the next phase of Croud’s growth alongside the LDC team.”

David Andrews, Director at LDC, added: “The team at Croud have built a unique proposition that is disrupting a fast-growing sector. Its crowd-sourced and tech-enabled model has proven it can deliver exceptional results through faster, more cost-effective and efficient resource, combined with the ambition of the team – the perfect ingredients for growth.

“We are backing the management team’s vision and are excited at the opportunity to support them on the next stage of their journey.”

In August of this year, we launched Serpico, a proprietary software-as-a-service platform which offers in-house digital marketers access to its “Croudie” freelancer network, as well as audits and benchmarks of a client’s digital marketing activity with recommendations to improve performance. Croud is an official Google Marketing Platform Sales Partner, enabling clients to get the most out of Google’s suite of marketing technologies.

LDC was advised by CMS, CIL, BDO, KPMG and Results International.

Croud was advised on the transaction by technology investment bank GP Bullhound and supported by Buzzacott and Taylor Wessing.

For more information, or to speak to one of the team, contact us.


digital marketing agency
global expansion