Mecenat’s Acquisition of Seniordays

Hannes Snellman acted as counsel to Mecenat Aktiebolag in the transanction.

Mecenat Aktiebolag, a portfolio company of IK Partners (“IK”), announced its add-on acquisition of Senior World AB, which operates under the brand “Seniordays”.

With more than 1.3 million students and alumni as its members, Mecenat (“the Company”) is a leading marketing channel for vendors looking to reach young individuals in Sweden.

Through the acquisition of Seniordays the Company will add another attractive affinity group, of c. 130,000 members, consisting of the increasingly more digitally active consumer category of individuals over 55. Seniordays has displayed strong growth and is expected to have a turnover of MSEK 10 during 2021.

Mecenat is an international student discount service that can verify 130 million students worldwide. A Swedish technology company that develop offers, advocates for the student segment, raises awareness and commitment. 

Senior World AB, which has shown a substantial growth in turnover, operates in the same industry as Mecenat, but in a different market segment, offering discounts to its community of 130,000 members over the age of 55.

The Hannes Snellman team included Johanna Wärnberg (Picture), Douglas Essehorn, and Alexander Lindqvist.

Involved fees earner: Douglas Essehorn – Hannes Snellman; Alexander Lindqvist – Hannes Snellman; Johanna Wärnberg – Hannes Snellman;

Law Firms: Hannes Snellman;

Clients: Mecenat AB;

Author: Federica Tiefenthaler