Ancestry.com

At exit, Ancestry.com was the global leader in online family history with over 16 billion records and 68 million family trees containing 7 billion profiles. See how Permira backed it to create a world-class technology platform and revolutionise the genealogy market…

USA

Realised

Together we achieved

  • Growth of the DNA business to over 1 million users
  • Positioned Ancestry.com as a world-leader in the online family history segment, with best-in-class technology - 10x size of nearest competitor in terms of unique visitors
  • International roll-out of organic investment and landmark agreement with FamilySearch (Germany, Poland, Italy, Mexico and Brazil)

This was accomplished by

  • Strengthening of the management team
  • Simplified packaging and optimised segmentation
  • Focus shifted to lifetime value and subscriber acquisition cost optimisation
  • Invested in new products, including AncestryDNA and AncestryHealth, with broader applications to drive adoption of its core subscription services and expand the company’s addressable market

www.ancestry.com

The metrics

2012

Acquisition year

2016

Exit year

16bn+

Genealogy records

€1.266m

Transaction value

2,000,000

Subscribers in 2012

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2,800,000

Subscribers in 2014

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