ITV today announces 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 diverse range of 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.
ufurnish.com
ufurnish.com brings 100+ furniture retailers, including John Lewis, Wayfair, Argos, Dunelm, B&Q, Heals, Oka and small independent retailers, onto one platform, allowing consumers to search the widest selection of products in the UK on one website, with over two million furniture items available to search.
Founded in 2020, the company has established a technology platform that aggregates UK furniture retailers to help consumers discover products from across the market easily. ufurnish.com monetises based on the leads it generates for retailers and the advertising it sells them.
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.”
mynestegg
mynestegg is a consumer savings platform offering a Self-Invested Personal Pension (SIPP) and a Stocks and Shares ISA. Designed to educate the British public on the importance of saving for their financial futures, it provides a simple, tailored user experience for transferring or creating pensions and ISAs. While mynestegg doesn’t offer financial advice, investments are managed by globally recognised fund managers, including BlackRock and Fidelity.
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.”
Tryp.com
Tryp.com is a global, AI-driven travel platform creating unique travel packages and multi-city trips. Founded in 2021 and headquartered in Copenhagen, Tryp.com harnesses a proprietary database of 70 million data points to deliver personalised travel choices for flights, trains, buses, and ferries — even on remote routes. By enabling virtual interline tickets from providers that do not typically work together, Tryp.com makes multi-city travel more accessible, cost-effective, and convenient than ever before.
André Rangel, CEO of Tryp.com said: “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 network like ITV can bring.”
Sheena Amin, Director of ITV AdVentures, said: “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.”
Launched in 2021, ITV AdVentures Invest is a Media for Equity programme which sees ITV take minority stakes in early stage digital and direct-to-consumer businesses, alongside venture capital investment, in return for advertising inventory across ITV’s range of market-leading channels and ITVX. The initiative represents an innovative opportunity for consumer businesses seeking to build scale through TV advertising, alongside a strategic media partner. ITV’s diverse portfolio of successful Media for Equity investments include location app what3words, online menswear brand Spoke, wellness brand Feel, Europe’s biggest new car buying marketplace Carwow and architectural tech company Resi.