Dallas-Based T72 Club Acquires Tampa AdTech Mobility Startup Nickelytics

T72 Club, which reports having successfully led more than 15 startups to profitability, sees strong potential in the "groundbreaking" startup that brings iconic ad campaigns to autonomous delivery robots.

T72 Club, a Dallas firm acquiring high-growth startups, has purchased Nickelytics — hailed as a “rapidly growing and innovative player” in out-of-home advertising focused on autonomous delivery.

T72 said its acquisition of the Tampa, Florida-based startup marks a significant step toward portfolio diversification and expansion for the firm. Financial terms of the acquisition were not disclosed.

T72 said it focuses on acquiring organizations with a unique value proposition, high profit margins, and an annual recurring revenue exceeding $1 million. The firm said that Nickelytics, with its “groundbreaking” advertising platform aimed at mobility services and a dedicated, collaborative team, perfectly fits that profile.

An early key to Nickelytics’ success was allowing gig economy drivers and brand ambassadors to easily launch and manage ad campaigns on their vehicles through wrap advertising.

The backing by T72 will support key areas of expansion for Nickelytics, including international expansion, moving into digital rooftop advertising, and bringing printing production in-house, according to the Tampa Business Journal. But a primary focus will be on building upon the startup’s recent partnership wins in the autonomous robotics space, the publication reports

‘Innovative’ approach to out-of-home advertising tech

Nickelytics partnered last fall with LA-based Serve Robotics and the Ad Council to bring the iconic Smokey Bear wildfire prevention campaign to delivery robots roaming Los Angeles last fall. [Photo: Business Wire]

In a news announcement, T72 co-founder Rajendra Badadare said the addition of Nickelytics to its portfolio represents a “dedication to investing in companies that not only show significant financial potential, but also contribute unique, strategic value to their industries.”

“Nickelytics’ innovative approach to out-of-home advertising technology resonates with our vision for growth and diversification, and we’re thrilled to welcome them onboard,” he said.

T72 said its leadership team brings extensive expertise and experience to the table, with a combined exposure of over $5 billion in investments and more than 150 acquisitions.

Drawing on a collective background in M&A, strategy development, and business transformation, T72 Club said that several team members have held critical and senior roles in various Fortune 500 companies. Moreover, the firm said their ongoing involvement in operating a VC fund ensures that Nickelytics will receive the necessary support, leadership, experience, and resources to continue its upward trajectory in the ad tech industry.

“We believe in the transformative potential of technology and its ability to unlock new opportunities,” T72 CEO Syed (Shah) Shahanawaz said. “The integration of Nickelytics’ advanced advertising solutions is a testament to this belief, and we look forward to seeing our combined capabilities evolve to the next level.”

The firm said this acquisition is a fusion of Nickelytics’ forward-thinking technology and T72’s strategic operational capabilities, and that both parties are well-positioned to leverage the opportunity for mutual growth and success.

Longgrear: “Setting the stage for continue growth”

Nickelytics co-founder and CEO Judah Longgrear said the acquisition is a milestone that “signifies a significant progression” in the startup’s journey, recognizing its hard work and “setting the stage for continued growth.”

In the Tampa Business Journal, Longgrear said, “You get to a certain point and ask ‘what’s next,’ and the chemistry with T72 just made a lot of sense.” 

Having previously founded a rideshare app in 2017, Longgrear noted that mobility companies often struggle to scale their own advertising platforms effectively. He said it is very difficult for one company to excel at both ridesharing and advertising technology.

OOH robot ad campaign

The ad tech pioneer recently partnered with Kiwibot, the robotics company behind sidewalk delivery robots to bring “last mile” advertising to the sidewalks of Washington, D.C. 

Last fall, Nickelytics partnered with autonomous delivery leader LA-based Serve Robotics and the Ad Council to bring the iconic Smokey Bear wildfire prevention campaign to delivery robots in Los Angeles. The collaboration aimed to increase wildfire awareness while reducing emissions.

Nickelytics and Serve—which just raised $30 million in financing from strategic investors, including Uber and NVIDIA—then formed an ongoing partnership to provide advertisers more opportunities to reach audiences on the eye-catching robots.

“A powerhouse of entrepreneurs and operators”

T72 Club, which describes itself as “a powerhouse of entrepreneurs and operators,” said it has successfully led more than 15 startups to profitability, with one of them sold to “publicly traded companies” for $150 million.

On its website, T72 said its team comprises individuals who possess the academic sophistication of PhDs and MBAs, “but first and foremost, they are entrepreneurs.”

Unlike the VC model, T72 says it empowers businesses to maintain control while offering “attractive cash-out opportunities.” The firm said its mission transcends growth to focus on preserving a startup’s “essence.”

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