Advanced Television

ITV announces new Media for Equity investments

January 21, 2025

ITV has announced three new investments to add to its Media for Equity portfolio at the start of 2025 in ufurnish.com, an online furniture search and comparison platform, mynestegg, a Pension & Stocks and Shares ISA consumer savings platform and Tryp.com, a personalised travel platform.

As part of ITV Adventures Invest, its Media for Equity investment fund, ITV has agreed to subscribe for £2 million in ufurnish.com, up to £3 million in mynestegg and £1 million in Tryp.com  in return for advertising inventory across ITV’s channels and ITVX.

The three new investments build on the Media for Equity investments previously made which include custom fit menswear brand Spoke, pet health and wellness company PitPat and plant-based meat business THIS.

Advertising for the three companies is due to start appearing on ITV channels and ITVX during Q1 2025.

Deirdre Mc Gettrick, founder and CEO of ufurnish.com, said: “It’s very exciting to partner with ITV on our journey to making ufurnish.com a household name amongst UK consumers. Working with ITV dramatically increases our reach and user growth as we know that every adult consumer in the UK can benefit from using ufurnish.com to search for furniture by 1) increasing their choice 2) saving time opening tabs and searching each furniture retailer individually and 3) saving money by ensuring consumers purchase the best product for them at the best price. We firmly believe in the power of TV advertising and ITV is an outstanding business for us to grow with as an investor.

André Rangel, CEO of Tryp.com, commented: “Travel is an essential part of our lives. At Tryp.com, we’re introducing a new kind of travel product that makes it easier—and more affordable—to explore new places. We are really proud to work with ITV, in bringing a new traveling concept to British consumers, with the massive reach only a networklike ITV can bring.”

A spokesperson for mynestegg said: “We are delighted to partner with ITV in helping us pursue our mission of simplifying financial services for the nation. This collaboration enables us to showcase our Pension and Stocks and Shares ISA on one of the UK’s most iconic channels, reaching millions of viewers.”

Sheena Amin, Director of ITV AdVentures, added: “It’s a fantastic start to 2025 to be adding mynestegg, Tryp.com and ufurnish.com to our Media for Equity portfolio. These companies all operate in very different sectors but are united by having innovative product propositions and strong management teams and a vision to scale to be leaders in their fields. We look forward to helping these brands, alongside our previous investments, achieve their growth objectives  through the power of TV advertising.”

 

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