Lineup Systems

Lineup was a spin-out from the IT department at Metro International S.A. (MISA) in 2010 and has achieved revenue growth of 267% since becoming independent.

Nature of business

Multi-channel advertising and media software.

Description of deal

Development capital. NVM invested £3m.

Growth strategy

Growth of international product sales and deployment organisation.


The company delivers collaborative advertising booking, management, analytics and CRM tools specifically for multi-channel media companies. The software has been created and implemented by a team drawn from a variety of international advertising backgrounds, representative of the print, digital and broadcast channels that are now supported.

Lineup’s products, including AdPoint and AdMount, are web-based, which means they can be hosted, cloud-based, or locally installed. Its products are being utilised by more than 2,000 users, across 26 countries at 96 of the world’s leading publishers.

NVM introduced Ken Briddon to the Lineup management team to work with them to build a more robust sales process. He has thirty years’ experience in the software and IT industry and is currently chairman of and investor in NVM – backed Kerridge Commercial Systems, Lanner Group and KPJ Software Services – so has a longstanding relationship with NVM. Ken is now a non-executive chairman of Lineup so will continue to work alongside the management team to develop the business.

“The NVM team really understands how we want to grow the business.”

Michael Mendoza, CEO of Lineup Systems