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MFG advises on securing up to €3,385,000 in media capital funding from GMPVC

MFG advises on securing up to €3,385,000 in media capital funding from GMPVC

Mediaforgrowth (MFG) advises digital mobility marketplace,, on securing a multi-year partnership and up to €3,385,000 in media capital funding from German Media Pool

  • Media Capital is a proven venture model where growth-stage startups trade equity with media companies in exchange for mass market reach and expertise.
  • With the help of MFG, has secured a media deal with German Media Pool, a leading media for equity investor which previously backed acclaimed startups such as ABOUT YOU, what3words, Sanity Group, and Grover, to boost consumer demand and cement's brand in the market.
  • was one of the eight brands selected to participate in the 2023 MFG Fundraising Programme, a specialised programme supporting UK and European founders in raising their first round of media capital, amplifying reach, and extending their runway.

London, 22nd of March 2024 - Digital mobility marketplace has announced a multi-year partnership and up to €3,385,000 in media capital funding from German Media Pool to amplify brand awareness in Germany. This investment follows's participation in the MFG Fundraising Programme, a specialised accelerator for brands to secure their first media capital fundraise, which German Media Pool joined as one of the fund partners. marks German Media Pool's first investment in 2024. is a leading car exchange marketplace in Germany. aims to digitise and radically simplify car trading with a new platform business model for buying and selling. With over 170,000 vehicles online and more than 3,000 car dealers signed up on the platform, it offers the largest selection of immediately available used cars in Germany. Their customer offering is further strengthened by collaborations with over 15 B2B partners providing financial and logistical services, including banking, insurance, and shipping.

German Media Pool’s investment will enable to build brand awareness by bringing the brand to millions of German TV viewers via German Media Pool’s media partners’ platforms. The media for equity approach is a fast-growing sector that has already fuelled the success of more than 1,000 startups across the globe including Zalando, Pinterest, Cazoo, Rappi, JobToday, and About You. These startups and many others have raised media capital to scale brand awareness, gain data on audiences, and harness the reach and experience of their media partners.  

MFG offers startups a proven methodology to optimize their media capital fundraising, reducing misaligned investor-founder pitches while equipping digital founders with specialized media expertise. Their strategic fund partnerships, including with German Media Pool, provide access to a diverse range of media companies across Europe and the UK. This extends startups' exposure beyond just TV to a variety of channels, enabling cross-country syndication opportunities for broader reach and impact.

“We are thrilled that Chris and the team at have completed their first media capital round with a strategic investor like German Media Pool, which can contribute to their continued growth and success. It’s been a pleasure advising them on their fundraise and knowing that the MFG Fundraising Programme has had a real impact on the brands we’ve worked with.” - Diana Florescu, CEO and Founder, mediaforgrowth
“We are processing thousands of leads and transactions every month, helping customers all across Germany to trade their cars seamlessly. The scale of the German Media Pool investment will enable us to drive much greater awareness of the brand, reaching new audiences across the country. This operational boost is of strategic importance to the company's future development as we plan to further expand the brand in Central Europe” - Christopher Kallhoff, CEO at
“We were very excited when we met the team from at the MFG Fundraising Programme. is an ideal candidate for a media investment due to their broad mass market offering; a perfect match for our media partners’ audiences. Their end-to-end service, including finance and insurance products, offers great value to customers and their omnichannel approach is hugely convenient. We wish the team lots of success and are highly confident that the media campaign, which will run for at least a year, will bring them added traffic, customers and awareness.” - Dennis Ahrling, Partner, German Media Pool

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About the MFG Fundraising Programme

The MFG Fundraising Programme is an innovative opportunity for consumer businesses looking to build scale through mass-media advertising including TV, alongside a strategic media partner.
Aimed at revenue-generating companies, this annual four-week specialised programme gives up to 10 brands the chance to optimise their first media capital fundraise, extend the operational runway, and amplify reach. Alumni brands from 2023 have secured up to £17 million in media capital commitments from UK and European broadcasters. Operated by mediaforgrowth, a London-based media capital advisory firm, and investment data platform, the programme is a key resource for founders who are experiencing growing marketing spending and are serious about investing in brand building.

For more information, please visit our programme page.

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