Saxenhammer & Co. advises on the sale of Toocan GmbH to CA Customer Alliance GmbH

Saxenhammer & Co. Corporate Finance GmbH (“Saxenhammer & Co.”) acted as exclusive financial adviser of toocan GmbH (“Toocan”), including its fully-owned subsidiary Hotelnavigator GmbH (“Hotelnavigator”), on the company sale via an asset sale transaction to CA Customer Alliance GmbH (“Customer Alliance”).


Co-founded in 2011 by CEO Tobias Freund, Toocan is an innovative provider of online reputation management services with main focus on the hotel and tourism sector. The IT company aggregates online evaluations at the meta level for an embedded display of a branded seal of quality as a marketing signaling tool on the website of its customers. In 2016, Toocan acquired Hotelnavigator, a technology platform for the collection and evaluation of hotel guest feedback including detailed monitoring of hotel brand/name references in traditional and social media towards hotel image analysis and improvement processes. Toocan maintains long-standing relationships with hundreds of owner-operated hotels and hotel chains in the DACH region, including Best Western, Deutsche Hospitality and Novum Hotels.

Customer Alliance, founded 2009 in Berlin, is an IT company offering customer experience and online reputation management solutions to small and medium-sized hotel companies as well as to large hotel chains. As a result of the M&A transaction, Customer Alliance is now a leading online reputation management services provider. The merger is intended to accelerate growth in Europe and beyond.

The M&A process was preceded by a complex mediation process, also led by Saxenhammer & Co., in order to reconcile the diverging interests of the Toocan shareholders as a prerequisite for a successful business sale.

Toocan CustomerAlliance

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