Xamble acquires 55.6% of YouthsToday for A$330,000, nearly tripling its influencer network
Xamble Group Limited (ASX: XGL) has entered into an agreement to acquire a 55.6% majority stake in YToday Sdn Bhd, the company behind nano and seeder influencer marketing platform YouthsToday, for A$330,000 in cash consideration. The Xamble Group YouthsToday Acquisition will increase the company’s influencer base from 6,931 to 19,233 creators, representing a 177% increase, whilst expanding its geographic footprint from 3 to 7 countries across Southeast Asia. Agency relationships will grow 242%, from 19 to 65 clients, substantially broadening the platform for cross-selling opportunities across the enlarged group. The transaction is subject to conditions and approvals solely for Xamble’s benefit, with completion expected by April 2026.
The acquisition positions Xamble among a small number of regional platforms capable of activating campaigns from nano to macro influencers across multiple Southeast Asian markets. The combined platform supports stronger creator monetisation through deeper advertiser relationships and improved campaign scalability through unified discovery, execution and reporting.
What is nano and seeder influencer marketing?
Influencer marketing operates across distinct tiers, each characterised by audience size and engagement characteristics:
- Seeders: Early-stage or grassroots creators with small but highly engaged audiences, typically acting as early promoters of products, trends or ideas on social media.
- Nano influencers: Creators with modest follower counts but strong community connections and authentic engagement.
- Micro influencers: Mid-tier creators balancing reach with maintained engagement rates.
- Macro and celebrity influencers: Large-scale creators with broad reach but typically lower average engagement rates.
Brands value nano and seeder campaigns for their authenticity and cost-effectiveness compared to macro influencer partnerships. Smaller audiences often demonstrate higher engagement rates, delivering more meaningful interactions per dollar spent whilst maintaining grassroots credibility that resonates with niche communities.
Xamble has traditionally focused on macro and micro influencers alongside affiliate marketing. The YouthsToday integration adds the nano and seeder layers, creating a full-spectrum influencer offering capable of serving brands, agencies and SMEs across different budgets, objectives and markets. This vertical integration creates margin opportunities and broader campaign flexibility by covering all influencer tiers within a single platform.
YouthsToday brings 12 years of Malaysian market leadership and 370+ brand campaigns
Founded in 2013, YouthsToday has established itself as one of Malaysia’s leading and longest-standing digital youth communities. The platform launched its influencer marketplace in 2021 and today operates a community of over 100,000 seeders alongside 12,302 verified influencers.
During CY2025, YouthsToday executed over 370 brand campaigns whilst maintaining partnerships with 65 agencies. The platform has successfully delivered campaigns across Malaysia, Singapore, Thailand, Vietnam, Indonesia, the Philippines and Myanmar, establishing operational infrastructure in 7 countries prior to the acquisition.
| Metric | Pre-Acquisition | Post-Acquisition | Increase |
|---|---|---|---|
| Community Influencers | 6,931 | 19,233 | 177% |
| Reach | 100.7 million | 623.2 million | 519% |
| Agency Clients | 19 | 65 | 242% |
| Countries | 3 | 7 | 133% |
YouthsToday represents an established platform with proven execution capability rather than a speculative early-stage asset. The 12-year track record and existing agency relationships reduce integration risk, providing Xamble with immediate access to operational infrastructure, client relationships and market knowledge across Southeast Asian markets where YouthsToday has maintained a presence since 2013.
Financially accretive with 31.9% revenue CAGR
Whilst the strategic focus of the Xamble Group YouthsToday Acquisition centres on platform scale and network growth, the transaction is expected to be financially accretive. YouthsToday generated revenue of A$0.78 million in CY2025 (unaudited), up from A$0.56 million in CY2024, representing year-on-year growth of approximately 39%.
The platform has delivered a 31.9% revenue compound annual growth rate (CAGR) between 2020 and 2025, demonstrating sustained commercial momentum. Notably, YouthsToday is already EBITDA positive, delivering A$22.9k in EBITDA during CY2025 (unaudited).
Acquiring a profitable, growing business for A$330,000 represents an attractive entry multiple for Xamble. The EBITDA-positive status means no immediate cash drain from the acquisition, allowing the company to focus capital on integration and growth initiatives rather than funding operational losses. The combination of demonstrated revenue growth and profitability reduces execution risk compared to acquisitions requiring substantial post-completion investment to reach break-even.
A$500,000 funding facilities secured to support acquisition and growth
Xamble has secured A$500,000 in funding facilities from two providers to support the acquisition, integration activities and subsequent growth initiatives. The facilities have been provided by:
- Majority shareholder Ganesh Kumar Bangah
- Independent financial services provider Eli Capital Pty Ltd
The facilities carry an interest rate of 9% per annum and provide the group with additional flexibility to execute its strategy without disruption to ongoing operations. The facilities will be available for drawdown for a maximum period of 24 months from February 2026.
The funding structure provides runway beyond the acquisition itself, supporting integration activities and growth initiatives without immediate pressure on working capital. The involvement of the majority shareholder as a funding provider signals insider confidence in the transaction’s strategic rationale and expected returns. The 24-month drawdown window provides flexibility to access capital as integration milestones are achieved rather than requiring immediate deployment.
Management continuity to support integration
YouthsToday’s Chief Executive Officer and Chief Financial Officer will remain in their roles for three years post-completion to ensure operational continuity and support integration activities. This management retention reduces execution risk during the transition phase whilst preserving institutional knowledge of YouthsToday’s agency relationships and operational practices.
Xamble will roll out a structured integration programme covering technology alignment, governance frameworks, reporting harmonisation and operational consolidation. A review of the combined management structure will be conducted to address any overlaps and optimise the leadership team for the enlarged group, balancing continuity with organisational efficiency.
Strategic positioning for cross-border campaign scale
The Xamble Group YouthsToday Acquisition positions the combined entity among a small number of regional platforms able to activate campaigns from nano to macro influencers across multiple Southeast Asian markets. This full-spectrum capability creates meaningful competitive differentiation in a fragmented market where most platforms specialise in specific influencer tiers or geographic markets.
The combined platform creates cross-selling opportunities through deeper advertiser relationships and improved campaign scalability. Brands seeking efficient multi-market influencer solutions now have fewer scaled options, potentially improving Xamble’s pricing power and win rates in competitive tender processes. The integration delivers unified discovery, execution, reporting and performance analytics across seven markets, reducing operational complexity for agencies managing cross-border campaigns.
The Creator App is materially strengthened through the combination of a wider geographic footprint with a substantially larger creator ecosystem. The platform gains access to YouthsToday’s 100,000+ seeder community, creating opportunities for grassroots campaign activation alongside existing macro and micro influencer capabilities. This vertical integration supports more sophisticated campaign strategies, blending broad reach with authentic, localised engagement.
Jason Thoe, Chief Executive Officer
“This Acquisition represents a significant step in building a scaled, creator-centric platform across Southeast Asia. While the financial contribution is meaningful, the primary value lies in the immediate expansion of Xamble’s creator ecosystem, agency relationships and regional footprint. By integrating YouthsToday’s grassroots capabilities with Xamble’s platform, we strengthen our ability to deliver campaigns across all influencer tiers and markets, supporting long-term platform growth and value creation for creators, clients and shareholders.”
What comes next for Xamble?
The acquisition is expected to complete by April 2026, subject to conditions and approvals solely for Xamble’s benefit. This structure provides flexibility to adjust terms or withdraw if due diligence reveals material issues, protecting shareholder value whilst the transaction progresses through final approvals.
Near-term focus will centre on integration execution, activating cross-selling opportunities and consolidating platform operations. The structured integration programme covers technology alignment, governance frameworks and reporting harmonisation, with the retained YouthsToday leadership team supporting the transition over a three-year period.
The long-term opportunity lies in platform growth across the enlarged creator ecosystem, delivering value for creators through enhanced monetisation opportunities, for clients through improved campaign scalability and cross-border execution, and for shareholders through revenue growth supported by the expanded addressable market. The A$500,000 funding facilities provide capital flexibility to support these initiatives without disrupting ongoing operations as the combined platform scales across Southeast Asia.
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