MWM, a group specializing in app publishing, has just acquired Sincerely. In two years, the French company marks its second acquisition across the Atlantic. Analysis by the experts at AURIS Finance, a consulting firm specializing in mergers and acquisitions.
MWM, a French company founded in 2009, initially specialized in publishing music apps. With around fifteen apps in its portfolio, MWM is the leading French publisher of music apps and the fifth largest worldwide.
The group has gradually diversified into other sectors around leisure and entertainment: drawing, photography, and video.
Progressive diversification
Since 2022, the group has moved beyond operating solely as a publishing studio and started distributing mobile apps developed by third parties. Alongside MWM Studio, the group launched its publishing platform, MWM Publishing.
Heading to the United States
In 2024, MWM acquired the American app Swipewipe, a photo management app offering AI-powered editing features. The app counts around 5 million users via the social network TikTok.
Rapid Growth
“Our publishing activity allows us to identify the best apps in the world. We help them improve their product and reach the top of the App Store rankings, and if we see a strategic interest, we consider consolidation,” said Jean-Baptiste Hironde, founder and CEO of MWM, to Maddyness. Under MWM’s guidance, the founder now aims to push Swipewipe’s revenue beyond 10 million euros.
Exponential fundraising
To support its development, the group has relied on several fundraising rounds. Among the historical investors are DJ and producer Martin Solveig, Deezer founder Daniel Marhely, and Devialet co-founder Quentin Sannié.
Support from funds and institutional investors
Beyond music industry pure players, the group opened its financing to institutional investors (Bpifrance, Aglaé, Eurazeo, Cassius Family, HDF, and Blisce), completing a 50-million-euro Series B round in 2020. Overall, the company has raised 67 million euros since its inception.
Acceleration ahead
The group is now accelerating its acquisitions. Eighteen months after acquiring Swipewipe, MWM took over Sincerely, a Californian app focused on wellness and mental health. This acquisition will undoubtedly be followed by others. The French giant recently launched Spark, a generative AI platform designed to create content and interactive experiences using models integrated into its apps and services. Spark was conceived as a transversal tool to enrich MWM’s apps, allowing users to quickly generate or transform content.
Creative diversification
MWM is now in a rapid acceleration phase. With the support of its investors, the group has significantly diversified its offerings. Originally a music app publisher, it now has several apps dedicated to leisure and wellness in its portfolio.
Exponential growth
In 2025 worldwide, 5.25 billion people are social media users, representing 63.9% of the global population. While some merely browse, many also post content and use tools created by MWM and its Spark platform.
Our experts by your side
The giant MWM will continue its push into leisure and entertainment apps, adding new components to its offerings. Like Swipewipe and Sincerely, innovative apps that have captured a large audience could be the next targets for the French group. The experts at AURIS Finance specialize by sector. We assist you in finding financial partners and support you in your acquisition or divestment projects.
