MGI Research

Friday, Nov 27th

Last update03:17:28 PM GMT

MGI 360 Ratings - in Commerce and Payment Platforms

MGI 360 LogoSUMMARY: We are initiating coverage of in the Commerce and Payment Platforms (CPP) market with an MGI 360 Rating of 53 and a Neutral outlook. 

OPINION: brings together a suite of integrated services around the theme of Conversational Commerce – helping customers to transform one-time sales event into related transactions using the intersection of messaging and digital payments technologies. After a direct IPO was postponed in 2019, recently became a publicly-listed entity thru a reverse IPO on the Euronext Amsterdam Stock Exchange. Proceeds were used for acquisition of a ticketing platform, R&D investments aimed at creating a more standardized product offerings and expansion of sales channel in Europe and beyond. has most recently reported annual revenues of US$105M and topline growth of 14-15%.

USE CASE: Companies seeking to monetize customer communication for commerce, primarily but not exclusively in Europe with a particular sweet spot for handling sales expansion opportunities for event tickets (e.g. ticket + food + parking), charitable organizations, automotive and other verticals.

COMPANY DESCRIPTION: aims to carve out a new mobile e-commerce market niche (conversational commerce) initially targeting customers that want to monetize opportunities in-between a one-time product purchase and a full subscription. The solution brings together payments, messaging, signature management, customer data and voice capabilities. The built-in acquiring capability gives a unique competitive edge. The firm is led by its original co-founders and has a headcount of 270, with most based in Breda (The Netherlands) as well as in Hong Kong, Los Angeles, Cape Town, Dubai and several European cities.

COMPETITORS: Liveperson, IMImobile, twilio, Bluesnap, Adyen and best of breed Agile Monetization tool suppliers.


MGI 360 Ratings is a comprehensive system for evaluating technology companies. IT organizations use MGI 360 to track suppliers, assess purchasing risks and identify promising new vendors. Vendors utilize MGI 360 to track their markets and evaluate partners. Institutional investors use MGI 360 for independent assessment of tech companies. MGI 360 ratings help lower costs, save time, reduce risks, and identify new opportunities.

The MGI 360 ratings are on a scale from 0 to 100 and reflect company opinions of MGI analysts in five key areas on a scale of 0 to 20:

  • PRODUCT: How strong is the product competitive position
  • MANAGEMENT: How competent and experienced is the management team
  • CHANNELS: Does the company have a sales capability and channels needed to bring products to market?
  • STRATEGY: Does the company have a realistic view of the opportunity and a compelling strategy for success?
  • FINANCE: Is the company growing and profitable

Each of these key criteria is subdivided into numerous sub-categories. In total, over 149 criteria are combined to generate an MGI 360 rating in each specific market space. Companies can have one or more MGI 360 rating - one for each market. MGI 360 ratings are revised as important developments occur. While the MGI 360 rating process is comprehensive, this scoring system is not meant to be a predictor of company solvency, liquidity, absence of accounting fraud or stock performance. Access to MGI 360 Ratings is by subscription.


MGI Research is an independent industry research and advisory firm focused on disruptive trends in the technology industry. Through ratings, industry benchmarks, best practices groups, subscription research, market forecasts, advisory engagements, industry studies and conferences, MGI Research helps clients identify opportunities for reducing IT costs and minimize technology risks. MGI Research analysts work closely with business and technology organizations to help make timely go/no-go IT investment decisions, optimize vendor relationships, and create practical strategies for new initiatives in agile billing, payments management, order management, CPQ, contract lifecycle management and other elements of agile monetization platform (AMP).

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