Bulgaria’s Metrilo Sells Business to France’s Sendinblue

French SaaS platform Sendinblue has acquired Bulgarian customer analytics and marketing startup Metrilo as part of a $47 million deal that also included two other international companies. While the exact valuation of the Metrilo deal was not disclosed, public filings indicate it was valued at approximately €2.6 million. Founded in 2014 by Marian Ivanov and Peter Iliev, Metrilo offers intelligent marketing and analytics tools for small and medium-sized e-commerce businesses, helping them track user behavior, profile customers, and execute personalized email campaigns.

The company initially raised €50,000 from Eleven and Launchub, followed by further rounds from Speedinvest and angel investors, bringing in hundreds of thousands of euros. By 2020, Metrilo had nearly 1,000 customers—half in the U.S. and 30% in Europe—generating €613,500 in revenue, up 60% year-on-year. Metrilo was also expected to become profitable in 2021, according to founder Marian Ivanov.

Following the acquisition, Metrilo’s 12-member team in Sofia remains intact and will continue to operate under the Metrilo brand within Sendinblue. Ivanov will stay on as general manager of the Bulgarian office and product manager for e-commerce at Sendinblue. The merger aims to expand Sendinblue’s capabilities in the e-commerce sector and reinforce its global footprint.

This acquisition underscores the increasing maturity of Bulgaria's startup ecosystem and its ability to create products with international appeal, leading to successful exits and strategic partnerships.