Indie SaaS 'Social Snowball' Sells for $35 Million
The e-commerce software-as-a-service platform Social Snowball has been sold for $35 million. Founder Noah Tucker bootstrapped the company to over $5 million in annual recurring revenue, or more than $450,000 per month, by building a solution for a pain point he personally experienced.
- The acquirer is Dotdigital Group, a UK-based customer experience and data platform, which purchased Social Snowball to expand into the fast-growing influencer, affiliate, and referral market. - The deal is structured with an initial $20 million cash payment, followed by a potential $15 million earnout over two years, contingent on Social Snowball maintaining its historical growth rate. - Founder Noah Tucker was not a software developer by trade but started the company after experiencing frustrations with existing affiliate tools while running his own e-commerce businesses and consulting for brands. - A key feature of the platform is its automation that turns a brand's customers into affiliates by generating a unique, personalized coupon code for them immediately after purchase, which they can instantly share. - Before the acquisition, Social Snowball had grown to serve over 1,500 subscription-based customers on Shopify, including brands like G Fuel and True Classic. - The company's revenue grew 200% to $3 million in the 2024 fiscal year and it became cash flow positive in the first half of 2025. - The initial $20 million cash payment represents a valuation multiple of 6.7x the company's 2024 revenue, or 4.0x its run-rate revenue at the time of the deal. - The platform integrates with key e-commerce marketing tools like Klaviyo for email, Postscript for SMS, and has a TikTok Shop integration to unify affiliate programs across channels.
