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Denim, Gremlin Social merge to launch joint content creation/targeted advertising platform for financial services


Des Moines fintech startup Denim is now Denim Social after merging with St. Louis-based fintech Gremlin Social, which offers a social media content creation and management platform for financial service firms. 

As Denim Social, the company is combining Gremlin Social’s media content creation and Denim’s advertising and marketing automation platform to target regulated financial services companies. Denim Social now serves more than 250 financial services firms, said Gregory Bailey, founder of Denim and president and chief product officer of the new company. Denim Social now has office locations in Des Moines, St. Louis and Birmingham, Ala. 

Denim and Gremlin Social entered serious talks late last year, and merged in early 2020 with plans to go live with Denim Social this month. Bailey and Douglas Wilber, now chief executive officer at Denim Social, had been following each other’s companies for two years before discussions started, Bailey said. 

The company recently raised $4 million in a Series A funding round with Hermann Cos. of St. Louis, Wilber said, with intent to hire new staff members in engineering, sales, marketing and customer service. 

Full story available in the May 14 edition of innovationIOWA e-newsletter. 

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