Digital marketing agency Moburst has secured an $11.8 million investment from private investment firm Chrysalis Holdings, whose portfolio includes mortgage lender NewDay USA, in a deal that signals how agency-client commercial arrangements are evolving.
The investment not only expands Moburst’s remit across NewDay USA’s marketing and AI initiatives, but gives Chrysalis an equity stake in the agency. By aligning financially, the companies are committing to innovating together and working towards shared growth goals.
Gilad Bechar, founder and CEO of Moburst, described the investment as a “major step forward” for the business.
“With meaningful capital invested into the group, we will be able to do quicker and more aggressive M&A, put more investment into AI technology, and bring more firepower into the mix to move significantly faster,” he told ADWEEK.
Moburst has a 22-person team dedicated to developing AI products and solutions—a shift that Bechar said requires a different investment model than traditional agency services.
“It’s capital-heavy because this is a tech play, not just an agency play,” he said.
Moburst has served as agency of record for NewDay USA since 2023, responsible for its performance marketing, SEO, PR, social, creative, podcasting, and web development. The agency also helped launch its website and career portal.
Now, the partnership will expand to span NewDay USA’s AI transformation efforts, including for NewDay Home, a program designed to help veterans and service members purchase homes without upfront costs.
NewDay USA will also be able to tap into Growth Labs, Moburst’s proprietary AI innovation department dedicated to developing and testing new AI marketing strategies.
“The partnership continued growing because they had more and more needs,” Bechar said of NewDay USA. “Now, with AI, every few months we’re walking into their offices with additional pieces of the puzzle.”
A new kind of agency model
While the Chrysalis deal marks a deeper level of collaboration, it is not the first time Moburst has brought clients into its ownership structure.
According to Bechar, 86% of the agency’s early investors were startup clients—a strategy that helped fund its expansion into the U.S. market from its headquarters in Tel Aviv.
Both companies are now pursuing what Bechar described as “aggressive” growth targets. “Growing at this pace is something both companies share,” he said. “We believe we can unlock significantly more potential together.”
