Earnest at heart and tangible by design.

Staunchly idiosyncratic

Having built several companies from the ground up, and employed hundreds of people we have come to believe in our way of approaching businesses, and how they are run. We enter into joint ventures and co-found new companies alongside people who share our values and dedication while bringing unique domain insights to the table. As Upright partners we participate actively in the development of portfolio companies, and we contribute within the areas of business development, company culture, talent attraction & retention, design, technology and product development. Using a long-term strategy we strive to create sustainable companies that generate tangible value.

Portfolio companies

Shape

Shape is the leading Danish app agency. For over a decade the team of 100+ devoted in-house developers, designers and strategists have combined innovation with digital craftsmanship to deliver award-winning digital products for established brands and emerging startups all over the world.

Shape Games

Shape Games is the leading frontend provider in iGaming, focused on driving customer engagement and retention through the delivery of customisable, fully native frontend technology to leading operators in Europe, North America, and South America. The company has 120+ employees, with offices in Denmark, Spain, the Isle of Man, and Latvia.

Latest news

Waterland Private Equity acquires majority stake in Shape
Bontouch joins forces with Shape and Waterland
June 28, 2023  Late April we announced that Waterland Private Equity had acquired a majority stake in Shape, as we set out to forge the leading digital product agency worldwide. Today we are excited to announce that Bontouch has become our founding partner on that journey.
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Waterland Private Equity acquires majority stake in Shape
Waterland Private Equity acquires majority stake in Shape
April 28, 2023  App consultancy firm Shape aims to become the world’s largest in its market, partnering with Waterland Private Equity, which acquires a majority stake in the company. With Waterland's backing, Shape will form a robust platform for further organic growth and expansion through acquisitions.
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Kambi Group acquires Shape Games
Kambi Group acquires Shape Games
September 8, 2022  Kambi significantly strengthens capability to deliver engaging and tailored sports betting experiences through addition of industry leading front end supplier. Kambi Group plc, the industry’s trusted sports betting partner, has strengthened its sportsbook proposition with the acquisition of award-winning front end technology specialist Shape Games.
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