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Mercuri International Group AB offers sales consulting and results improvement services. It develops and delivers tailored training and coaching solutions, enhancing sales performance and core competencies within client organizations. Integrating strategic guidance with practical skill development, the firm drives measurable improvements in sales efficiency and professional effectiveness.
Founded in 1958, Mercuri International Group was largely built by Curt Abrahamsson. He spent four decades establishing it as a global leader in sales training. Abrahamsson’s foundational insight:the crucial need for structured, expert-led sales enhancement:remains central to the company's service philosophy.
Mercuri International Group serves a broad global clientele across sectors including technology, telecommunications, retail, finance, manufacturing, and healthcare. Its vision is to be the trusted partner for businesses optimizing sales capabilities and achieving superior commercial results, adapting expertise to meet evolving market demands.
Key people at Mercuri.
Mercuri is an early-stage venture capital fund focused on investing in UK startups at the intersection of media, entertainment, and technology. Its mission is to back founders who are building technology-enabled products that transform how people communicate, create, and consume content in both professional and personal contexts. Mercuri’s investment philosophy centers on leading seed and pre-seed rounds, with a strong emphasis on responsible innovation—particularly in the use of artificial intelligence and robust data policies. The firm targets companies disrupting traditional media models across four core areas: creation, distribution, consumption, and monetization of content and data. By supporting startups in sectors like gaming, music, e-sports, education, privacy, and the creator economy, Mercuri plays a pivotal role in shaping the future of digital media and enterprise communication.
Founded in 2017 by Alan Hudson as GMG Ventures, Mercuri began with a £42 million first fund anchored by The Scott Trust, owner of the Guardian Media Group. The firm was established to bridge the gap between media and technology, leveraging its proximity to London’s innovation ecosystem. In 2023, it rebranded to Mercuri and closed a second, larger £50 million fund with a diversified base of institutional investors, including the British Business Bank as a cornerstone LP. The evolution from GMG Ventures to Mercuri reflects a broader ambition to expand its impact beyond media, embracing a wider range of tech-driven startups while maintaining its commitment to responsible growth and sector expertise.
Mercuri is riding the wave of digital disruption in media and entertainment, where AI, data, and new platforms are reshaping how content is created and consumed. The timing is critical, as enterprises and consumers alike demand more personalized, interactive, and secure digital experiences. Market forces such as the rise of the creator economy, the demand for immersive content, and the need for responsible AI adoption are all working in Mercuri’s favor. By backing startups that address these trends, Mercuri not only fuels innovation but also helps set new standards for ethical and sustainable growth in the tech sector.
Mercuri is poised to deepen its influence as a leading early-stage investor in the UK’s media and entertainment tech scene. With its expanded fund and growing network, the firm is well-positioned to back the next generation of founders who are redefining digital engagement. As AI and data-driven technologies continue to evolve, Mercuri’s focus on responsible innovation will likely become even more valuable, shaping not just the startups it invests in, but the broader ecosystem’s approach to ethical tech. The future will likely see Mercuri expanding its portfolio into adjacent sectors while maintaining its core mission of supporting transformative, values-driven companies.
Key people at Mercuri.
Mercuri has more than 26 tracked investments across 23 companies. The latest tracked deal is $10.0M Series A in Electric Twin in February 2026.
| Date | Company | Round | Lead Investor(s) | Co-Investor(s) |
|---|---|---|---|---|
| Feb 12, 2026 | Electric Twin | $10.0M Series A | Atomico | Cal Henderson, Eric Salama, LocalGlobe, Louis Mosley, Marc Andreessen, Samos Investments, Tom Shinner |
| Feb 11, 2026 | Mozart AI | $6.0M Seed | Balderton Capital | Charles Ferguson, Emery Wells, EWOR, Kevin Hartz |
| Dec 1, 2025 | Minitap | $4.1M Seed | Esha Vatsa, Katie Stanton | Petter Made, André Schwämmlein, Daniel Krauss, Jochen Engert, Michael Breidenbruecker, Paul Müller, Saturnin Pugnet, Stefan Glänzer, Thomas Wolf, Amigos Health, Daniel W Dippold, Tekton Ventures |
| Sep 24, 2025 | Signal AI | $165.0M Other Equity | Collier Searle | GMG Ventures, Highland Europe, MMC Ventures |
| Jun 1, 2025 | Literal Labs | $6.0M Seed | Mercuri, Duncan Johnson | SuperSeed |
| Feb 1, 2025 | Model ML | $12.0M Seed | LocalGlobe, YC | — |
| Jul 1, 2024 | Passionfruit | $9.0M Series A | Seaya Ventures | Breega, Kelly Chen, Firstminute Capital, Foundamental, Haatch, Playfair Capital, Promus Ventures, Redalpine Venture Partners, Jonathan Lenson, Jose Ojeda, Mandeep Singh, Will Martin |
| Jun 1, 2024 | Human Native AI | $4.0M Seed | LocalGlobe, Mercuri | 7percent Ventures, Cocoa, Matteo Franceschetti, Omid Ashtari, Saturnin Pugnet |
| May 1, 2024 | Made With Intent | $2.0M Seed | Mercuri | Jean de Fougerolles, Episode 1 Ventures, Pareto Holdings, Playfair Capital, Workday Ventures, Charlie Songhurst, Haatch Ventures, Portfolio Ventures |
| May 1, 2023 | Radiant AI | $640K Seed | — | Haatch, Will Martin |
| Oct 14, 2022 | Kyra | $15.0M Series A | Bonnier Ventures | Firstminute Capital, GMG Ventures, LionTree Partners, Torch Capital |
| Jul 1, 2022 | Passionfruit | $4.0M Seed | Firstminute Capital | Kelly Chen, Haatch, Hanabi Capital, Insight Partners, LGF, Next47, Playfair Capital, Promus Ventures, Seaya Ventures, Jonathan Lenson, Mandeep Singh, Mike Krieger, Vinay Hiremath, Will Martin |
| Jun 9, 2022 | Papercup | $20.0M Series A | Zoë Reich | Des Traynor, John Collison, William Tunstall-Pedoe, Zoubin Gharamani, Bertelsmann Digital Media Investments, Entrepreneur First, GMG Ventures, LocalGlobe, Sands Capital, Sky |
| Mar 1, 2022 | Chatterbox | $2.0M Seed | Samuel Rickard | Kevin Hartz, Jana Messerschmidt, Daybreak Partners, Future Shape, GSV Acceleration, Human Capital, Menlo Ventures, Precursor Ventures, Sequoia Capital, SoftBank Investment Advisers, Visionaire Ventures, Wollef Ventures, WorkLife Ventures, Biz Stone, Julia Hartz, Mike Krieger, Phil Libin |
| Mar 1, 2022 | Kolleno | $5.0M Seed | Stride VC, Eurazeo | 2050 Capital, 7percent Ventures, American Express Ventures, Atomico, Backed VC, Creator Fund, Double Prime LLP, EQT Ventures, Expert Dojo, Global Ventures, Haatch, Listen, MassMutual Ventures, Notion Capital, Outrun Ventures, Passion Capital, Plug & Play Ventures, Seedcamp, Tribe Capital, Alison Engel, Charles Delingpole, Charlie Songhurst, Jeff Carter, Jose Gaztelu, Mik Attisani, Paul Forster, Paul Townsend, Phil McGriskin, Will Brooks, William Hockey, Mark Ransford, Michael Pennington, Will Neale, Euler Hermes, HubSpot Ventures |
| Jan 1, 2022 | Vitt | $15.0M Seed | Better Tomorrow Ventures, Speedinvest | 2050 Capital, 7percent Ventures, Creator Fund, Passion Capital, Presight Capital, Valar Ventures, Francesco Simoneschi, Jeff Carter, Jeremy Yap, Mato Peric, Aidan Corbett, Charles Delingpole, Daniel Khachab, Phillip Chambers, Entrepreneur First, Village Global, Zayn Capital |
| Dec 1, 2021 | Authoritive | $5.0M Seed | Owl Ventures | Founder Collective, Greylock, Yes VC, Daniel Rosensweig, Gina Bianchini, Wendell Brooks, GMG Ventures |
| Oct 1, 2021 | Vidsy | $16.0M Series B | — | Lakestar, LocalGlobe |
| Sep 28, 2021 | Unlock | $4.0M Other Equity | Betaworks, Cygni Labs, GMG Ventures, Metacartel Ventures China | — |
| Aug 1, 2021 | Advanced Commerce | $2.0M Seed | — | Haatch, Will Martin |
| May 1, 2021 | blockchain.art | $300K Seed | — | Betaworks Ventures |
| Dec 10, 2020 | Papercup | $10.7M Other Equity | LocalGlobe, Sands Capital | William Tunstall-Pedoe, Zoubin Gharamani, Bertelsmann Digital Media Investments, Entrepreneur First, GMG Ventures, James M. |
| Nov 1, 2020 | Kamma | $2.0M Seed | — | — |
| Oct 1, 2020 | Streetbees | $40.0M Series B | Lakestar | Adjacent, Angel Invest, Jean de Fougerolles, BDMI - Bertelsmann Digital Media Investments, DST Global, Edge VC, Kima Ventures, LocalGlobe, mExpand Family Office, Zeev Capital, Eric Nadalin, Matthias Hilpert, Tony Jamous, Will Brooks, Will Martin, Atomico, Octopus Ventures |
| Aug 1, 2020 | Hammock | $1.0M Seed | — | Ascension Ventures (UK), BDMI - Bertelsmann Digital Media Investments, Edge VC, Fuel Ventures, Jean Fougerolles, Founders Factory |