October 22, 2025
ActiveXchange, a leader in data solutions for the sport, recreation, and community sectors, today announced the successful completion of its seed investment round led by Mercia Ventures and XV Capital Advisory.
ActiveXchange’s platform is trusted by more than 1,000 clients across Europe, North America and Australasia. It brings together disparate datasets and, powered by advanced data processing and AI, generates valuable marketing, planning and investment intelligence. Recent developments also enable clients to securely unlock new revenue streams through a network of data collaboration partnerships.
By connecting sports, facility operators, government, and retail brands and agencies, ActiveXchange creates a shared ecosystem where data drives growth, community impact, and commercial advantage. The investment will accelerate development of its technology, expand its reach across core markets, and empower clients to extract even greater value and opportunity from data.
Alex Burrows, ActiveXchange’s Founder and CEO, speaking about this important milestone, “Data in our sector has been locked away for too long – hard to access, expensive to use, and slow to create impact. ActiveXchange changes that. We make data live, connected, and valuable, giving clients the tools to grow faster, build stronger partnerships, and prove reach and impact. With Mercia and XV Capital now on board, this investment is a launchpad to scale what we’ve built and to push the sector forward globally.”
Gary Mudie, Chair of the Group Board, added, “This investment underlines the strength of ActiveXchange’s model and the confidence our investors have in its potential. With a proven platform already serving more than 1,000 clients worldwide, the business is uniquely positioned to scale.”
“With the growing adoption of AI, we believe businesses with unparalleled access to data are a key value driver. The strong customer advocacy and adoption in the space is a testament to AX’s track record within the community sports data market. We are excited about supporting the business as it expands into its next category,” said Amrit Sami from Mercia Ventures.
“XV is very excited to participate in this round as an active strategic capital partner. Alex and the team at ActiveXchange have established fantastic foundations and we look forward to working together to build value and accelerate their growth into new markets and regions”, said Stirling Mortlock, Co-Founder XV
About Mercia Ventures
Mercia Ventures is a proactive venture capital investor focused on being the first-choice partner for growth. Mercia Ventures makes equity investments of up to £10million across all sectors, with specialisms in Software, Consumer, Healthcare and Deep Tech.
Mercia Ventures is a trading name of investment funds managed by Mercia Fund Management Limited and Mercia Regional Ventures Limited, part of the Mercia Asset Management PLC Group, and sits alongside the Group’s wider private equity, debt and proprietary balance sheet operations. The Group has 11 offices in the UK, and Mercia Ventures’ national footprint and 48 strong investment team draws on their experiences as founders, PhD scientists, software engineers, corporate financiers and management consultants to help our partner companies successfully achieve their ambitions. As at 30 September 2023, Mercia Asset Management PLC has c.£1.5billion of assets under management. Mercia Asset Management PLC is quoted on AIM with the epic “MERC”.
The Group raises its own Venture Capital Trusts (VCTs) and Enterprise Investment Scheme (EIS) Funds, and details about open offers can be found through Mercia’s website.
Mercia Asset Management PLC is quoted on AIM with the epic “MERC” and includes the following wholly owned subsidiaries –
● Mercia Fund Management Limited is authorised and regulated by the FCA under firm reference number 524856
● Mercia Regional Ventures Limited is authorised and regulated by the FCA under firm reference number 183363
● Mercia Business Loans Limited is authorised and regulated by the FCA under firm reference number 443560
● Frontier Development Capital Limited is authorised and regulated by the FCA under firm reference number 829697
About XV Capital Advisory
XV Capital Advisory is a sports technology Advisory and Investment firm based in Australia.
They are strategic advisors to global sports technology companies, sports organisations, government and sports investors which keeps them at the forefront of issues faced by the sports sector.
XV’s investment arm operates in parallel deploying capital into sport technology companies that are solving big problems in sport globally. As an active strategic investor, they leverage their advisory expertise and network in sport, technology, AI, brands, media and capital solutions to fast-track their portfolio companies enterprise value.
Contact
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