Ometria raises $2.5m and announces marketing automation platform for retailers

Ometria (, a customer insight and marketing platform built specifically for retailers and e-commerce businesses, has secured a further $2.5m in seed funding. The round was led by Inventure Partners, with participation from existing investors SaatchInvest, and new investors Force Over Mass Capital. Several strategic angels also participated, including Nickyl Raithatha, founder and CEO at Finery London and previously global managing director at Rocket Internet; Lee Hudson, COO at AppyParking; as well as Richard Fattal, UK MD at Grokker.

The additional funding brings the total seed investment secured by Ometria to $5m, and will be used to increase the size of the Ometria team, and accelerate the development of Ometria’s SaaS platform.

Ometria is also announcing the launch of its retail-focused marketing automation solution, enabling ecommerce businesses and multi-channel retailers to not only better understand their customers, but to now use that understanding to power personalised automated marketing that increases engagement and drives significant additional revenue.

Built on top of Ometria’s existing customer insight and predictive modelling capabilities, the marketing automation platform identifies where each customer is in their lifecycle, profiles their tastes and interests, and targets them with personalised messages to encourage them to make further purchases with that store. Recent case studies from brands such as Swoon Editions, Finisterre and MyTights have shown significant results, from a 323% increase in email revenues, to a 92% increase in customer reactivation.

Ivan Mazour, founder and CEO of Ometria, said: “For over two years, we have given the fastest growing online brands and retailers the ability to truly understand their customers. I’m proud to announce that Ometria is able to dynamically target each customer with individually personalised messages, and deliver a clear ROI without the need for any action on the part of the retailer.

“I’m grateful for the validation provided by this investment round, and excited that Inventure Partners has joined our exceptional group of investors. With their support we will be able to accelerate our growth significantly, and help even more retailers increase revenues and customer engagement,” he continued.

Sergey Azatyan, managing partner, Inventure Partners commented: “Having spoken with a number of retailers using the Ometria platform, it was clear that their offering delivered genuine value, and that their solution will be a must-have for all online businesses in the future. I look forward to joining the board and partnering with Ivan and his team to help them build Ometria into a global leader in retail marketing.”

Ometria has seen 600%  growth year-on-year, and current customers include venture capital-backed startups such as Rad (Index), Swoon Editions (Index and Octopus) and Charlotte Tilbury (Venrex and Samos), as well as established brands such as Temperley London, John Smedley and House of Holland. The platform can be integrated in a matter of minutes, and the company provides an end-to-end solution which delivers both insight for the marketing team, and automated personalised communication which drives revenue and produces a significant return on investment.

Existing investors in Ometria include Huddle founders Alastair Mitchell and Andy McLoughlin, Skimlinks founders Alicia Navarro and Joe Stepniewski, QXL founder Tim Jackson, Kelkoo founder Phil Wilkinson, as well as a number of other prominent technology founders, executives and angel investors.