Digital marketing veteran Chris Underhill has been appointed as chairman of Force24 following our £4.8m investment backed by private equity firm YFM Equity Partners (YFM).
Chris brings a wealth of experience to the role having worked in the digital marketing sector for over 20 years. He founded and IPO’d international marketing automation software company smartFOCUS, growing it organically and via acquisitions in the UK, the US and Europe before its sale to a US venture capital firm.
A highly experienced SaaS B2B investor, chairman and non-executive director, Chris works with investment groups, ambitious founders and leadership teams to grow companies in the martech, adtech, social and AI space.
Mike Clarke, investment partner at YFM and board member of Force24, comments: “The company has already established itself as a leader in marketing automation in the UK. Having been on the same growth journey with his own category leading marketing automation business, Chris has the skillset and experience needed to support the next stage in Force24’s development.”
Chris comments: “I’m excited to be joining the Force24 business and help to accelerate its growth. Adam Oldfield [Force24's managing director] and the team at Force24 have built a great product and compelling offer. Its unique functionality, service and price combination, that focuses deeply on customer success, really differentiates it in the market.
“Investing in Force24 was a very easy decision, given huge potential in the B2B space. Force24 provides real value to small and medium sized businesses which have sometimes been overlooked by marketing automation platforms.”
YFM has a national portfolio of software and tech businesses, including data transformation software company Matillion in Manchester; Springboard in Milton Keynes which provides footfall data to the retail industry; and global e-learning platform Elucidat, based in Brighton.