Juuripartners
Founded 2015 · 17 employees on LinkedIn · 1 known investors
Juuri Partners is a Finnish private equity firm that finances and develops established, profitable small and mid-sized companies in Finland through active minority investments, debt financing, and strategic support. It backs generational and ownership transitions, management buyouts (MBOs), industry consolidations, and growth strategies, managing the Juuri Fund whose capital comes from domestic institutional investors.
Also known as Juuri · Juuri Partners Ltd · Juuri Partners Oy
Investors · 1
Company profile
researched Aug 2026Juuri Partners Oy is a Helsinki-based Finnish private equity fund management company that finances established and profitable small and mid-sized companies in Finland. Its model combines active ownership (minority or majority equity), debt financing and strategic business support, with entrepreneurs and existing owners retaining a significant share of ownership and of the value created. Typical situations include generational and ownership transitions, management buyouts, ownership restructurings, investments, industry consolidation and the design and execution of growth strategies.
The firm manages the Juuri funds: Juuri Rahasto I Ky, sized at EUR 80 million, which made 13 investments in Finnish growth companies during its 2015-2019 investment period, and Juuri Rahasto II Ky, which opened investment operations in November 2019 at EUR 110 million. Fund II targets companies operating primarily in Finland with net sales of EUR 5-150 million and makes both majority and minority investments. As of 2019 the firm managed approximately EUR 190 million in aggregate, described as approximately EUR 200 million in 2022. Investors in the first fund were described as significant Finnish institutional investors; the second fund's investor base comprises both Finnish and international institutional investors.
The team of thirteen covers business development, board work, business management, marketing and brand building, financing, technology, M&A and private equity investing. Samuli Sipilä is CEO/Managing Director and partner; other partners include Tommi Asmala, Markus Einiö, Joni Mäkelä (CFO), Anita Ojala, Tapani Varjas and Hanna Viinikainen, with Eetu Blomqvist as CTO, Maiju Saarela as Sustainability Manager and Laura Pirhonen, Iiro Salminen and Aki Samaletdin as investment managers. The board consists of three external members plus one Juuri partner and is chaired by Kati Levoranta (previously P2X Solutions, Rovio, Nokia, Pöyry, Valio); Jukka Hienonen was named Chairman of the Board in 2019.
Business model
Juuri Partners Oy acts as the management/advisory company for the Juuri funds, sourcing new investments, developing portfolio companies actively and exiting them. Capital is provided by institutional limited partners, and investments combine equity (minority or majority) with debt financing and hands-on operational and strategic support from the in-house team and expert network.
Fund management of private equity vehicles (Juuri Rahasto I Ky and Juuri Rahasto II Ky) whose capital comes from Finnish and international institutional investors; returns are generated through growth in portfolio company shareholder value and exits.
Traction
Fund I made 13 investments during 2015-2019, with portfolio company topline growth averaging about 18 percent per year, mainly organic. The disclosed portfolio spans 2015-2024 and includes 24 Pesula (self-service laundries, invested 12/2024, EUR 7m revenue), QOCO Systems (aviation software, 6/2024, EUR 4m), Alvar Pet (pet food, 3/2024, EUR 10m), Kiho (mobile work digital solutions, 12/2023, EUR 5m), Nordic Bites Group (Subway restaurants in the Nordics, 1/2023, EUR 41m), Taratest (geotechnical services, 5/2022, EUR 19m), Co-Engineering (5/2022 listed as 03/2022, EUR 11m), Jobilla (digital recruitment, 12/2021, EUR 12m), Mediconsult (social and health care IT, 02/2021, EUR 18m), Kamrock (aggregate crushing, 11/2020, EUR 40m), Nitor (digital engineering, 10/2020, EUR 40m), Flowplus (flow technology maintenance, 6/2018, EUR 26m), Hydroline (hydraulic cylinders, 6/2017, EUR 53m), Omnigym (12/2017, EUR 5m), Aico (finance process automation, 12/2016, EUR 6m), Attido (12/2016, EUR 9m) and KAS-Telineet (scaffolding, 10/2015, EUR 14m). Earlier Fund I holdings included Destaclean and SPL Company (UKKO.fi).
Latest developments
Recent announcements include an agreement signed in March 2026 to sell the share capital of UKKO.fi, an exit from waste and environmental services company Destaclean in March 2026, an exit from Puuha Group in January 2026, Taratest's acquisition of a majority of Palsatech in January 2026, Nordic Bites Group's purchase of nine Subway restaurants in Finland in March 2026 and CoE Group's acquisition of Gofore's Product Design & Technical Documentation business in June 2026. In May 2025 Nordic Bites Group became Subway's Nordic Master Franchisee.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
Positioned as a Finnish private equity provider addressing the financing gap for entrepreneurially driven SMEs seeking to reach the next stage of growth, offering professional ownership tools to smaller companies; classified by third-party data as a Finland-focused private equity investor with manufacturing as its largest sector.
Combination of active minority (or majority) equity, debt financing and strategic business support in a single package, leaving entrepreneurs a significant ownership share and structuring ownership to motivate them; in-house value-creation capabilities across finance, technology, M&A and sustainability.
Technology
The firm has a dedicated CTO role responsible for accelerating digitalisation and developing the technological capabilities of portfolio companies and for adding a technology perspective to target and market analysis.
Go-to-market
Direct sourcing of proprietary deals with Finnish entrepreneurs and owners, positioning as both financier and closely engaged external sparring partner; publicised transactions and portfolio news via press releases on its own site.
Established, profitable Finnish small and mid-sized companies, primarily with net sales of EUR 5-150 million, and their entrepreneur-owners facing generational change, MBOs, ownership restructuring or growth investment needs.
Geography
Finland, with an office in Helsinki; investments target companies operating primarily in Finland, some of which operate internationally (for example Nordic Bites Group across the Nordics).
History
Juuri Rahasto I Ky invested from 2015 to 2019, making 13 investments in Finnish growth companies. In October 2019 the firm took a 25% minority stake in SPL Company Oy, operator of the UKKO.fi light entrepreneurship service, which had net sales of about EUR 85 million in 2018. In November 2019 Juuri Partners launched Juuri Rahasto II Ky at EUR 110 million, ending Fund I's investment period and bringing assets under management to roughly EUR 190 million, with a stated aim of raising some EUR 20 million more by summer 2020. In February 2022 it co-led an EUR 8.25 million round in Jobilla alongside Trind VC. In 2025 its portfolio company Nordic Bites Group became Subway's Nordic Master Franchisee, and in 2026 the firm announced the sale of UKKO.fi's share capital and exits from Destaclean and Puuha Group.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 12
launches, deals, and filingsJuuri Partners ran a Scope 1 and Scope 2 greenhouse gas accounting training for all portfolio companies and conducted double materiality assessments with newer portfolio companies, as reported in its ESG report 2025.
Juuri Partners invested in digital headhunting technology company Jobilla as one of two leading investors in an EUR 8.25 million funding round alongside Trind VC; EUR 7 million was equity and EUR 1.25 million loans from Business Finland.
$8.3M source ↗
Juuri Partners' second fund, Juuri Rahasto II Ky, began investment operations at a size of EUR 110 million, with fundraising continuing toward roughly EUR 20 million of additional capital by summer 2020. The investor base comprises Finnish and international institutional investors. Simultaneously, the investment period of the EUR 80 million Juuri Rahasto I Ky ended.
Press release for the Fund II launch quotes Jukka Hienonen as Chairman of the Board of Juuri Partners.
Juuri Fund I LP became a minority shareholder with a 25% stake in SPL Company Oy, provider of the UKKO.fi light entrepreneurship service; founding partners remained significant owners. UKKO.fi had 2018 net sales of approximately EUR 85 million and about 50 employees.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 8
primary sources listed
- Juuripartnersjuuripartners.fi · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Juuripartners do?
- Finnish private equity manager funding established, profitable SMEs through equity, debt and hands-on business support.
- Who are Juuripartners's investors?
- Juuripartners's investors include Tesi (Finnish Industry Investment Ltd).