Malaysia-based digital marketing firm Xamble Group Limited has acquired a 55.6 percent majority stake in YToday Sdn Bhd, operator of the youth platform YouthsToday.com. This strategic move significantly broadens Xamble’s influencer network and fortifies its end-to-end creator ecosystem. The acquisition positions Xamble as a key regional player capable of executing diverse influencer campaigns from grassroots to macro levels.
A Strategic Expansion into Grassroots Influence
Founded in 2013, YouthsToday has cultivated one of Malaysia's most significant digital youth communities and an influencer marketplace. The platform supports over 12,000 verified influencers and a vast network of 100,000 seeders across seven markets. This extensive network includes a mix of macro, micro, and nano creators for targeted brand engagement.
The acquisition strategically complements Xamble's existing focus on macro and micro-influencers by adding a vital grassroots dimension. This new layer provides authenticity, local relevance, and cost-effective scale for marketing campaigns. Consequently, Xamble now offers a complete influencer stack catering to diverse budgets and objectives for brands and SMEs.
Building a Unified Creator Ecosystem
A key aspect of the merger involves technological integration, with YouthsToday’s large influencer base being onboarded into the Xamble Creator App. This expansion is anticipated to drive higher campaign volumes and generate deeper data insights. These enhancements will refine Xamble’s AI-powered creator matching, campaign optimization, and performance analytics tools.
Xamble CEO Jason Thoe emphasized that the acquisition unites scale, reach, and execution capability within a single ecosystem. He noted this provides both breadth and depth for supporting brands at every level of their marketing efforts. The move strengthens operational efficiency and establishes a foundation for future regional expansion and fundraising.
Operational and Financial Synergy
Operationally, the integration of the two companies will allow for the consolidation of technology, campaign management, and talent. This synergy is expected to reduce duplication while simultaneously increasing speed and overall cost efficiency. It creates a more streamlined and powerful operational model for the combined entity's future growth.
From a financial standpoint, the acquisition enables Xamble to consolidate YouthsToday’s revenues into its group accounts. This is projected to bolster the company's overall performance and deliver enhanced value to its shareholders. The deal marks a significant investment in strengthening Xamble's market position in the region.
Leadership and Future Outlook
Ensuring a smooth transition and continued growth, founder-led continuity remains a central component of the agreement. YouthsToday Founder and CEO Jazz Tan will continue to lead the business alongside key executives. This arrangement guarantees stability and leverages their deep expertise as the platform scales under Xamble’s ownership.
Jazz Tan expressed enthusiasm about the merger, stating that joining Xamble allows them to build upon a decade of development. She highlighted that Xamble’s technology and regional presence will enable YouthsToday to expand its grassroots influence capabilities. The partnership aims to scale their proven model across Malaysia and broader Southeast Asia.
This acquisition reinforces Xamble Group's standing as a vertically integrated leader in the influencer and social commerce space. By uniting its creator network with YouthsToday's extensive grassroots community, the company is well-positioned for significant growth. The move is a definitive step in Xamble's ambition to become a dominant regional platform within the influencer economy.