Helium Ventures has acquired Maroo, a business management and payments platform designed for wedding and event professionals, according to an official announcement. The deal underscores Helium Ventures’ strategy of acquiring software companies with strong product-market fit in underserved verticals.
Founded in 2020, Maroo provides an all-in-one system for managing leads, contracts, invoicing, payments, contractor payouts, and accounting workflows. The platform is used by more than 13,000 businesses and has processed over $450 million in payments to date.
As part of the acquisition, Maroo is introducing new features, including a free CRM, proposal builder, instant contractor payouts, W-9 collection, and 1099 filings. These additions are designed to further streamline operations for service-based businesses that often rely on fragmented tools and manual processes.
Maroo participated in Y Combinator’s Summer 2021 batch and has raised $3.8 million from investors such as Y Combinator, Pioneer Fund, and Acrobator Ventures. The company operates in a large and fragmented market where many workflows remain manual, creating opportunities for automation and consolidation.
Helium Ventures, founded by Rohit Mittal and Priyank Singh, focuses on acquiring and scaling software businesses that address operational inefficiencies. The firm plans to invest in Maroo’s product development, workflow automation, and infrastructure to expand its capabilities and reach.
Maroo’s platform enables businesses to manage the full lifecycle of client engagement, from inquiry to booking to final payment, within a single system. This reduces administrative overhead, lowers payment processing costs, and improves operational efficiency for creative and event-based businesses.
The company offers a free plan that includes core features such as CRM, invoicing, contracts, and contractor payments. A $50 per month business plan provides expanded functionality, while a pro plan offers custom pricing for advanced needs.
KEY QUOTES:
“We built Maroo to remove the operational drag that slows down wedding and event businesses every day, from lead management to payments to contractor workflows. Helium gives Maroo the right long-term home to keep improving the product and to move faster on the roadmap for the businesses that rely on Maroo.”
Alex Nikityuk, Founder And CEO, Maroo
“Maroo represents exactly the kind of software business we look for: a product solving a real operational problem, strong adoption in a large underserved market, and clear room to compound through better product and execution. We are investing in product development, workflow automation, and the software infrastructure needed to help Maroo serve more businesses at a higher level.”
Rohit Mittal, CEO, Helium Ventures
“Maroo has become a core part of how we run our business. Having leads, contracts, invoices, and payments in one place saves us time every week and makes the client experience much smoother from booking to final payment.”
Wedding Venue Owner
