Code & Co.

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Engagement — Platform Due Diligence

Code & Co. advise GENUI ahead of its acquisition of a majority stake in Magnolia

Digital Experience Platforms (DXPs) have traditionally been slow, expensive and restricted to software from one vendor. With the DXP market growing an average of 12% a year to reach $23 billion by 2028, there is a clear need for an agile, easy to use solution. Magnolia is pioneering this vision of DXPs, helping clients including The New York Times, Sanofi and Ping An deliver exceptional multichannel digital experiences.

GENUI, a leading investment company in the DACH region, has acquired a majority stake in Magnolia, a leading software vendor providing content management systems (CMS).

Magnolia provides ‘composable’ Digital Experience Platforms (DXPs), which enable companies to create, manage, deliver and optimize content and media in one place, and create personalized experiences across multiple channels.

With GENUI’s support and funding, Magnolia will continue to expand its international sales and marketing footprint, increase its product innovation and grow its technology and channel partner ecosystems.

“Magnolia is a global leader in enterprise content management systems and an early mover in DXP with an incredibly active open-source community over its 20-year history. Its long-standing expertise and competence enable it to manage highly complex use-cases, evidenced by its illustrious customer base. We are confident that Magnolia has found the ideal partner to continue on its impressive growth trajectory and are grateful that we could advise GENUI ahead of its acquisition of Magnolia,” says Lukas Ingelheim, co-founder of Code & Co.

Scope of work

Code & Co. provided Tech & Product Due Diligence to GENUI ahead of its investment in Magnolia, assessing its architecture, infrastructure, DXP capabilities, and its open-source model. This also included an evaluation of its launch of a SaaS platform, other growth initiatives, and its deployment flexibility.

This investment shows Code & Co’s position as a leading Tech & Product Due Diligence provider on pan-European growth equity mandates.

About Magnolia

Founded in 1997 with a vision to create the first truly open content management system, Magnolia is a world leading digital experience company. Brands who want to move fast and stay flexible choose Magnolia because the company blends the power of an enterprise DXP solution with headless agility. Magnolia operates globally with offices on five continents and more than 200 Magnolia-certified partners around the world.


GENUI is a company founded by renowned entrepreneurs and investment professionals who believe in “Good Entrepreneurship”. GENUI exclusively makes long-term commitments to companies with the goal of creating sustainable growth and social value. Companies are given professional governance by getting access to entrepreneurs with industry-relevant expertise and their corresponding networks.

About Code & Co.

Code & Co. is an independent advisory firm specialized in advising funds in the global alternative investment industry with modern and holistic Tech & Product Due Diligence. Code & Co’s Tech & Product Due Diligence uncovers potential risks threatening asset value and unlocks opportunities for accelerating growth.