Participated · Seed · Mar 2021

Adimo builds commerce-media and shoppable ad technology that integrates with any form of marketing to make ads shoppable. Its interactive ad formats surface live pricing and product availability and let consumers add items directly to their basket at their chosen online retailer or receive suggestions for nearby offline purchase locations. The platform targets CPG, electronics, health & beauty, and DIY brands and works with global clients including Nestle, SC Johnson, Beyond Meat, and Crown Paints. Adimo sits at the intersection of retail media and commerce media and positions commerce media as an opportunity to convert missed purchase journeys. Management says the company will use new capital to accelerate growth, meet increasing demand for commerce media solutions, and help brands create better ad experiences that deliver improved return on investment. The company has secured additional funding from FirstPartyCapital alongside existing investors including Scottish Enterprise. Adimo provides technology that lets brands natively embed commerce functionality into digital media and content, shortening the consumer path to purchase and aiming to maximise conversion. The platform supplies real-time analytics that track products viewed, basket additions and revenue, and can attribute those events to specific marketing sources—capabilities the article notes were previously unavailable in awareness-based e-commerce marketing. The firm counts over 400 retailers as customers, including Nestlé, Coca-Cola, Arla, Kelloggs, PepsiCo and Danone, and operates in 60 countries across 40 languages. Adimo closed a $3.5 million seed funding round from Maven Capital Partners, Scottish Enterprise, GWC, ESM Investments and Galvanise Capital. Proceeds will be used to accelerate expansion into the US market and to scale the business globally. Richard Kelly, founder and CEO, said the company sees tremendous opportunity to expand its solutions in rapidly maturing markets such as the US over the next year. Adimo is a Glasgow, Scotland-based marketing technology startup that connects FMCG and CPG brands directly with consumers. Its solution lets shoppers add products directly to their online grocery baskets for later purchase and integrates with any form of marketing. The company works with consumer goods companies including Nestle, P&G and PepsiCo. Co-founded by Richard Kelly (Founder, CEO) and Colin Brown (CTO), Adimo intends to use new funds to accelerate expansion of its commercial team and global adoption of its solution. The startup secured £1m in funding from a group of investors to drive growth and commercialization.

Participated · Seed · Jan 2020

Good-Loop runs a "view ads to donate" platform that channels a portion of advertising spend to charities when users view ads. Charities on the platform receive 50% of ad revenue, and the company says it has raised more than $5 million for charities including Save the Children, WaterAid, Feeding America and the WWF. Good-Loop reports an ad recall 4.5x higher than the industry standard and says programmatic demand has grown 180% in the past 12 months; a third of its revenue now comes from the U.S. The company has added products to measure and offset the carbon cost of digital ad campaigns. It is a B Corporation and counts clients such as Unilever, PepsiCo, Nestlé, Levi’s, adidas, NBC Universal and Nike. Good-Loop plans to use new funding to accelerate its product roadmap and open offices in New York and Chicago to serve the U.S. market. The Good-Loop runs an ethical advertising platform where viewers who watch ads for at least 15 seconds trigger a donation of 50% of that ad’s revenue to a charity they select. The company emphasizes higher engagement, reporting improved video-ad completion in A/B tests and stronger post-ad brand-lift survey results. It works with brands such as Coca-Cola, Amazon and Toms and media partners including The Economist, Shortlist and The Guardian. Founders Daniel Winterstein and Amy Williams lead the business and highlight a values-driven approach that still aims for profitability and scale. The Good-Loop is building a user portal (My.Good-Loop.com) and other user-empowerment tools to let people see and control how advertising uses their data. Financially, the company has secured a £1.2 million investment to support international expansion and reports having funded over £750,000 for charities through its platform.

Participated · Seed · Nov 2019

Stampede (formerly BLACKBX) builds online tools for offline businesses, with a core Wi‑Fi based customer engagement and marketing analytics product. Its first product offers a branded Wi‑Fi login portal and an Instagram‑style “Stories” service to display short videos or landing pages to customers on arrival. The platform also provides post-visit automated email and SMS campaigns and tools to prompt loyal customers to leave reviews soon after visits. Venues can track campaign results, return visits, dwell time and offer usage; the Wi‑Fi product is currently used by over 800 venues. Led by founder and CEO Patrick Clover, the company plans to use new funding to grow its team, expand its sales remit and continue developing its suite of services. Stampede is based in Leith, Scotland.

Participated · Series A · Aug 2018

Phrasee is a London-headquartered marketing technology company that uses artificial intelligence to generate and optimize marketing copy at scale. Its AI combines Natural Language Generation and deep learning to write email subject lines, Facebook and Instagram ads, and push notifications that the company says outperform human-written versions. Phrasee's team of data scientists, computational linguists and developers serves enterprise clients including Virgin, Domino’s, Superdry and The Times. The company reports performance uplifts such as a 57% click increase for Domino’s, a 35% open uplift for Gumtree, and millions of pounds in incremental revenue for Virgin Holidays. Phrasee launched an AI ethics policy and was recognized by CB Insights as 2017’s Most Innovative AI Company. It is expanding internationally, scaling a new US operation in San Francisco while growing its UK team. Phrasee is a cloud-based SaaS marketing software that uses a proprietary AI algorithm to generate and iteratively optimize email subject lines and other marketing language. Its technology produces trillions of brand-compliant, human-sounding language variants and, according to the company, has outperformed human-generated copy more than 90% of the time. The company was founded in early 2015 by Parry Malm, Dr. Neil Yager and Victoria Peppiatt and is based in London with an office in Vancouver. Phrasee says its product boosts email response rates and drives greater revenue for senders. The company plans to use new funding for research and development and to expand its reach in the UK and US MarTech markets. No revenue or user figures are disclosed in the articles.

Led · Seed · Dec 2016

Appsumer is a user acquisition (UA) intelligence platform led by founder and CEO Shumel Lais. The platform aggregates, visualizes and forecasts return on ad-spend (ROAS) across every mobile marketing source to help consumer app companies make informed marketing decisions. Appsumer is based in London, UK. The company raised $1m in seed funding. It intends to use the funds to further develop the platform and acquire new customers.