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Driving digital customer onboarding success.

London, 28 March 2022 - GP Bullhound acted as exclusive financial advisor to Hooyu Ltd (“HooYu”) on its acquisition by Mitek Systems, Inc. (“Mitek”) for £98M.

Based in London, HooYu is a fast-growing Know Your Customer (KYC) platform designed to maximise the success of digital customer onboarding. The identity verification service allows businesses to easily orchestrate KYC technologies and database checks based upon the demographic and risk profile of particular customer cohorts. The company serves a wide range of highly regulated industries including banks, fintechs, online gaming operators and conveyancing, as well as marketplaces and online retailers.

Keith Marsden, CEO of HooYu, commented: “We are excited to be joining forces with Mitek, who have some amazing computer vision, biometrics, and liveness detection tech, which when combined with HooYu, will produce a world beating onboarding platform. GP Bullhound was a great advisory partner to us, and their deep sector experience and relationships were instrumental in delivering the optimal transaction for shareholders.”

Claudio Alvarez, Partner at GP Bullhound, commented: “The HooYu team pioneered the development of the digital customer onboarding market and are uniquely positioned across a range of fast-growing segments. We are delighted to have advised the team on their next phase and strongly believe they have found the right partner to become a global leader in digital onboarding.”

The transaction is further testament to GP Bullhound’s expertise in the fintech vertical, further strengthening the firm’s leading position in the European technology ecosystem. Recent completed transactions in the fintech space include the acquisition of Crypto Finance by Deutsche Börse Group, the investment in ottonova by Earlybird, and the investment in Entersekt by Accel-KKR, among many others.

For enquiries, please contact:
Claudio Alvarez, Partner, at

About GP Bullhound
GP Bullhound is a leading technology advisory and investment firm, providing transaction advice and capital to the world’s best entrepreneurs and founders. Founded in 1999 in London and Menlo Park, the firm today has 13 offices spanning Europe, the US and Asia. For more information, please visit

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