Established in 2017, Conifr, boasts decades of expertise in SEO. Led by founders Kristan & Brian Bauer, their approach merges proven best practices with tailored innovation. Their seasoned team excels in strategy, consulting, and actionable insights, committed to tangible outcomes and staying abreast of organic search dynamics.

Inside the Enterprise: Who Is Conifir?

The Conifr team offers unparalleled client experiences, with a history of delivering results and exceptional service. Specializing in SEO performance marketing and lead generation for various industries, Conifr’s impact-focused approach ensures measurable improvements in organic search results. With 84% of clients on recurring monthly retainers, they stand out for their reliability and strong leadership, poised for substantial growth.

Founder’s Motive: The Why Behind the Sale

Kristan and Brian were elated with the progress they had achieved with Conifr. Their tireless efforts had nurtured it to a point where they could genuinely revel in its success. Yet, as they gazed upon their creation, they realized it was time for the next phase of growth. Scaling up was the natural trajectory, but they recognized the need for a strategic partner to fortify the infrastructure, propel expansion, and shoulder the responsibilities of ownership. In their pursuit of further excellence, they sought a collaborator who shared their vision and could help elevate Conifr to even greater heights.

Founder’s Vision: Criteria for the Perfect Acquisition Fit

Kristan and Brian had cultivated a strong and skilled management team at Conifr, laying the foundation for the company’s future endeavors. As they set their sights on expanding within a larger ecosystem, they recognized the importance of finding a trustworthy partner. Their aspirations extended beyond mere growth; they aimed to elevate Conifr to unprecedented levels of success while ensuring a smooth transition for their eventual departure. Thus, their vision landed them on a search for a collaborator who could lead the business forward and bring their team to new heights.

Setting the Stage: Preparing Conifir for Acquisition

Before the sale, Merge conducted a comprehensive review of Conifr’s finances, operations, and market position. The goal was to highlight the agency’s unique value proposition, showcasing its success with real estate, automotive, and ecommerce brands, as well as its impressive client retention and recurring retainers.

Attracting Suitors: Strategic Marketing of Conifir for Acquisition

In seeking the right suitor for Conifr, Merge highlighted their expertise in Real Estate branding, showcasing their successful collaborations with major global brands. We also emphasized their high client retention rate of 84% on monthly retainers, along with their in-house copywriting capabilities.

Sealing the Deal: Perfect Matchmaking with the Ideal Buyer

Merge’s pursuit of the ideal buyer led them to SEO Collective, owned by Michael Ter Mors. With a background as a seasoned agency owner and expert in performance marketing, Michael brings valuable experience in team scaling. Seeking to expand his investments and leverage his network and skills, he opted for a new venture rather than starting from scratch. The partnership was culturally aligned, providing a new home for Kristan and Brian’s team under Michael’s guidance.

Unlocking Synergies: Positive Impacts Post-Transaction

The acquisition of Conifr ushered in a wave of new opportunities, enabling the agency to capitalize on synergies with the buyer. This collaboration bolstered its capabilities, paving the way for a transformative phase of growth and innovation. Under Michael’s guidance, the team continues to scale and expand, while Kristan and Brian embark on new ventures, confident in the agency’s continued success.

Finding a New Home: The Merge Difference

Merge played a pivotal role in this transition, skillfully pairing Conifr with a buyer who not only fulfilled the financial and strategic criteria but also shared a mutual cultural mindset, ensuring a cohesive and thriving future for Conifr’s team