Participated · Series B · Jun 2022

CreativeX provides an automated creative data platform that analyzes in‑flight and pre‑flight image and video content to benchmark work against industry best practices and a brand’s own creative criteria. Its core measurement framework centers on four indicators of long‑term brand growth: creative quality, brand consistency, compliance, and representation. The product is used by 30+ of the world’s largest advertisers and powers creative decision‑making across 5,000+ brands, 1,000+ agencies, and 130+ markets. Founded in 2015 and headquartered in New York, the company aims to expand content coverage beyond social to display, ecommerce, and TV, plus launch capabilities to rate sustainability and accessibility. It also plans to expand APIs for data portability and invest in a data and research arm to accelerate research on creative effectiveness. The business says the technology can reduce wasted creative spend and help marketers scale creative excellence globally. CreativeX (formerly Picasso Labs) builds an AI-driven analytics platform that measures the performance of image and video content within marketing and advertising campaigns. The platform uses computer vision to analyse visual creative for compliance with brand guidelines, media best practices and regulatory requirements, reducing the need for manual checking. Its product is used by global brands including Unilever, L'Oréal, Heineken and Pepsi. Founded in 2015 by Anastasia Leng, the company has offices in London, New York and Portland, Oregon. CreativeX raised a £2.5 million Series A to further develop its AI-driven analytics and to expand its sales and marketing teams. The funding is intended to accelerate product development and go-to-market growth.

Participated · Equity · Mar 2022

Provenance provides a software platform that embeds Proof Points—clickable digital sustainability claims—on e-commerce pages so shoppers can view evidence or independent verification of claims like Net Zero, Fully Recyclable Packaging, Living Wage and Female Owned Business. The product is live in 18 markets across Europe, North America and Asia Pacific and reports a 27% increase in conversion and a 2.8x increase in engagement at point of sale. The startup has tripled its customer base in the past 12 months and counts clients including Cult Beauty, Douglas, GANNI, Napolina, Arla and Unilever. The new funding will be used to drive software product development, grow the team and expand brand and shopper reach. Provenance’s stated mission is to empower 1 billion citizens to choose products that match their values and to combat greenwashing through transparency tech. Provenance operates a blockchain-backed platform that enables brands and retailers to introduce integrity and transparency into their supply chains. The platform is positioned to help customers trace and verify supply-chain information. The company is led by CEO Jessi Baker and is based in London, UK. Provenance announced a funding round (amount undisclosed) and intends to use the proceeds for product development. The company also announced strategic board additions, reflecting an intent to strengthen governance as it scales product efforts. No operating metrics or revenue figures were disclosed in the article.

Participated · Equity · Oct 2020

EVRYTHNG offers the EVRYTHNG Product Cloud™, which digitizes products at scale and enables consumer brands to run their businesses with data-driven intelligence using product-generated data. The platform supports brands across apparel, beauty and personal care, home goods, and food and beverages. EVRYTHNG works with global customers including Ralph Lauren, PUMA, P&G, Moët Hennessy and Anheuser-Busch InBev. The company has launched strategic partnerships with Minet Technologies (Israel), The Results Group (Australia), Practical Methods (South Korea) and Hive (South Africa). Led by CEO and co-founder Niall Murphy, EVRYTHNG plans to use new funding to accelerate global growth, expand product capabilities for end-to-end supply chain traceability and visibility, and develop machine-learning applications for brand integrity while adding to its team. The company is based in London, UK and has raised a total of $60M to date. Evrythng provides an enterprise IoT platform that creates “intelligent software identities” for physical products using smart tags (QR codes), NFC, BLE, RFID or direct internet connections. The platform serves as the data layer for companies pursuing digital transformation and managing product digital identities. Its primary use cases are supply-chain tracking (location, authenticity, recalls), direct-to-consumer smart-packaging experiences and directly connected smart-home products. Over the past 12 months Evrythng has announced partnerships with global packaging firms including Avery Dennison RBIS, Crown Holdings and WestRock. The company was founded in 2011. Recently Evrythng closed a $24.8M Series B, and the new funding is intended to support additional partnerships, expansion of the team and further platform development. EVRYTHNG provides an Internet of Things smart products platform that connects consumer products to the Web and manages real-time data to drive applications. The company works with global consumer product brands including Diageo, Mondelez, Unilever, iHome, Avery Dennison, ThinFilm Electronics, Trueffect and Marvell. EVRYTHNG has offices in London, New York and San Francisco and is led by founder and CEO Niall Murphy. It raised $7.5M in the latest funding round and has raised $17.5M to date. Backers in the round included BHLP, Atomico, Dawn Capital, Cisco Systems, Samsung Ventures and others. The company said it will use the funds to expand the capabilities of its platform and operations and also announced hiring and advisory additions to support growth. Evrythng offers a software data-management layer that gives individual products intelligent online identities, connecting them to the Web without building hardware. The platform manages data flowing to, from and around connected objects and supports identifiers such as RFID tags and QR codes. The company focuses on three areas: customer engagement with products, smart supply chains, and connected products. Cisco has invested and will enable integration of Evrythng’s platform with Cisco’s IOX and CMX hardware technologies. Evrythng raised a $7M Series A to accelerate its mission to connect every individual product to the Web and to work with global manufacturers and retail brands. Some observers cited the opportunity as a potential $500 billion market as IoT adoption accelerates. Evrythng offers a platform that assigns "Active Digital Identities" to physical products, creating unique online profiles and a toolkit for developers and brands to build applications linked to those objects. The company positions smartphones as the key interface for consumers to "check in" to products and receive dynamic content and services. Its platform is described as secure and aimed at uses including personalised marketing, reduced POS and service costs, and anti‑counterfeit verification. Evrythng is running a closed beta developer program, is talking to other manufacturers of consumer goods, and is building a partnership program for marketing agencies. The startup announced drinks giant Diageo as its first partner. Founding team members include Niall Murphy and Andy Hobsbawm, joined by Swiss engineers Vlad Trifa and Dom Guinard; Murphy previously co‑founded The Cloud. The company is based in the UK and Switzerland and has received early financing to support its rollout.

Participated · Series B · Jul 2020

The AI Foundation builds a proprietary human-AI collaboration platform that lets people create digital personas that mirror themselves and trains ethical AI agents to complete tasks. It operates as a dual commercial and nonprofit enterprise and runs projects such as Reality Defender, a tool that scans images and videos for deepfakes and supports reporting. The company partners with research groups, including the Technical University of Munich’s Visual Computing Lab, and has published papers and a public dataset on media forgery detection. Consumer-facing examples built on its platform include Digital Deepak, an AI assistant for wellness and mindfulness. The recent $17 million round will be used to scale the company’s platform and advance its Guardian AI protections and virtual-being ambitions. Founded in 2017 and based in San Francisco, the company has now raised around $28 million in total funding. AI Foundation develops personalized AI and products aimed at democratizing and decentralizing artificial intelligence. Its first released product, Reality Defender, combines human moderation and machine learning to identify malicious deceptive content such as deepfakes. The company says it will commercialize additional products that "benefit humanity" but declined to disclose specific plans. Created in 2017 and operated in stealth until recently, AI Foundation positions itself as both a commercial and social venture and has formed a Global AI Council to anticipate and counteract negative effects of AI. CEO Lars Buttler leads the company, which is based in San Francisco and currently has 25 employees. The firm emphasizes developing near-term tools using existing AI technology to improve people’s lives and counteract harms.

Led · 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.