My Big Idea: digital marketing platform 2Performant

‍Hi! What's your elevator pitch? 

BusinessLeague.com has gamified marketing and turned e-commerce into an e-sport. We’re not just another affiliate platform. We’re a performance-based battleground where digital marketers and e-shops compete, collaborate and grow together. With over 15 years of experience and €700M in tracked sales, we’re building a global league of digital commerce players focused on the outcome that truly matters: sales. Not awareness. Not clicks. Just real results.

What does the market need?

The digital marketing industry today is plagued by inefficient spending and a lack of transparency. It's like a black box where you throw in money and hope something sticks. Traditional models often leave businesses investing in campaigns with uncertain returns, focusing on vanity metrics like impressions and clicks instead of real sales. What the market truly needs is a solution where advertisers only pay for confirmed sales, ensuring a direct connection between investment and results. This is where BusinessLeague by 2Performant comes in with our cost-per-sale (CPS) model, eliminating the guesswork and delivering tangible outcomes.

Marketers, too, are often left without recognition or fair rewards for their efforts. BusinessLeague changes that by allowing marketers to invest their own budgets and earn commissions based on actual sales performance, creating a more equitable ecosystem. Transparency is also key, which is why our platform features a leaderboard that showcases top-performing affiliates, helping advertisers choose from the best talent in the industry.

Where is the business today?

2Performant’s current growth story began in 2009, when I took on the role of CEO and led a transformation through gamification and innovative strategies. Since then, we've grown from a €10K business to €10M in turnover in 2024, establishing ourselves as a key player in Central and Eastern Europe’s digital marketing space.

Today, we’re market leaders in Romania and Bulgaria, with plans for an ambitious pan-European expansion, including the United Kingdom and Ireland. We’ve recently introduced Business League, a gamified platform that enhances user engagement and results, demonstrating our commitment to innovation. We’ve also just acquired our main competitor in these regions, solidifying our market leadership.

Our self-service platform is designed for small and medium e-shops, allowing businesses to easily launch affiliate programs. We also connect clients with top marketers across Europe, providing unparalleled growth opportunities.

What made you think there was money in this?

In 2009, I recognised the rapid growth of both e-commerce and digital marketing, two industries that have since reached trillions in value. At the time, I saw a gap in the market for performance-based marketing which I believed would be essential as businesses looked for ways to drive measurable results. I made the bet that this model would be the future of digital advertising, and over the years, it’s proven to be just that.

My goal has always been to help small e-commerce businesses scale efficiently by connecting them with world-class marketers through a performance-driven approach. By focusing on a Cost Per Sale model, we align the interests of both businesses and marketers for impactful outcomes. I’ve always seen 2Performant as the "Shopify of performance marketing," empowering businesses to grow without the risks of traditional advertising. With over 30 years of experience in advertising and technology, I knew this was the future.

What's your biggest strength?

My biggest strength is my extensive experience (over 30 years) helping brands collaborate with marketing talent to drive growth. Through these years, I’ve developed a deep understanding of the industry and how to align the right talent with the right strategies to deliver results.

A bit of luck also played a role in our early success. We were first movers in the relatively small Romanian market which pushed us to create a self-service platform that was robust enough to support rapid scaling. This early innovation set the foundation for our global expansion. Today, our platform competes on a global level and we’re able to provide businesses of all sizes with a solution that aligns perfectly with their growth needs.

What is the secret to making the business work?

The secret to making the business work is simple: relentless execution and belief in the mission. You have to keep moving forward, even when things get tough. It’s easy to get caught up in ego or self-doubt, but the key is to listen to your users and adapt accordingly.

It is also important to build technology that can evolve with the market. Change is constant in the marketing industry and adaptive technology helps to drive growth.

Most importantly, you need to create a model where everyone wins, including buyers, sellers and marketers. If all parties are aligned and benefit from the value you’re providing, then you’ve built something truly sustainable. That’s the foundation for long-term success in any business.

How do you market the company?

Our marketing approach at 2Performant is story-driven. We focus on the journeys of our users. Just like how organisations such as F1, ATP, or FIFA market their competitions, we highlight the excitement and progression of the game itself, the players involved, and their growth.

We believe our best promotion comes from authentically showcasing the success stories and achievements of our clients and partners. With this, we are able to build a sense of community and competition which makes our platform an experience and not just a tool.

What funding do you have? Is it enough?

Funding is never enough when you’re working to transform a trillion-dollar industry. However, we've made strong progress. Prior to our public listing, we raised €500,000 to accelerate product development and early growth. After our IPO, we secured an additional €1 million which has helped us expand across Central and Eastern Europe, launch new features like our gamified affiliate program, and complete a major acquisition.

So yes - the funding has been enough to validate the model, prove traction, and scale our operations to this point. But to reshape how marketing works on a global scale, we’ll need to go further. That’s why we’re actively preparing for a new round of funding that will help fuel our pan-European expansion and continue building the platform the industry needs.

Tell us about the business model

2Performant's business model is simple and intentionally aligned with our clients’ goals. We charge a €69 monthly subscription to access the platform and then take a small performance fee for every confirmed sale (averaging €1.20 depending on category). So if our clients don’t see results, neither do we. It also means smaller e-shops can tap into serious marketing talent without taking on massive upfront risk. It’s fair, transparent, and built for long-term success.

What were you doing before?

Before 2Performant, I worked in marketing, starting back in 1994. I’ve done it all: leaflets, posters, TV, radio, and some of the earliest digital campaigns in the region.

Over the years, I built and exited multiple agencies. In 2009, I sold one of Central and Eastern Europe’s first performance marketing firms to Interpublic. That sparked a shift. I saw the potential in affiliate tech and took a leap. I acquired Romania’s first affiliate platform and scaled it from zero to over €10 million in turnover. That journey laid the foundation for what 2Performant is today.

Are there any technologies you've found useful?

Absolutely. I rely heavily on Google Suite, Slack, and the Apple ecosystem to stay organised and connected. Custom GPTs have also become intellectual exoskeletons for me. Leading a fully remote team of over 50 people across seven countries and 5+ time zones would be a lot harder without that kind of support. These tools give me the clarity and headspace to focus on strategy and growth.

What is the future vision?

Marketing as a true shared economy. A global ecosystem where affiliates, creators, and e-shops grow together. The next generation won’t work nine-to-five on fixed salaries—they’ll build, partner, and win based on performance. In that world, size doesn’t guarantee success. Politics, diplomas, and rebates won’t matter. Results will. We’re building a merit-based marketplace. The future of marketing isn’t ads. It’s outcomes.