Whispr Group adds Quinary Investment, Init Invest and Sophia Bendz in the company's ownership.

Whispr Group, a Stockholm, Sweden-based digital marketing agency, announced getting into an agreement for adding new investors in the company's ownership structure.

The deal involves both capital added in the company and a secondary transaction involving existing investors Fredrik Båge and Martin Wettergren who sold their 70% equity position to Johan Qviberg (Quinary Investment AB), Jesper Åkerlind, Mikael Söderström (Init Invest AB), Sophia Bendz (Spirit Bird AB) and to Whispr's CEO and founder, Joakim Leijon.

Following the deal, the new investors will own 40% of Whispr while Joakim Leijon will own the rest.

Whispr Group was founded in 2006 as a digital agency providing online marketing solutions. The company developed its online tool providing competitive intelligence to brands selling it on a subscription basis as Insight-as-a-Service (IaaS) to about 100 customers active in the USA, Sweden and Norway.

Whispr is profitable, with 50 employees and sales of around SEK 50M ($5.5M).