Ometria, a London-based customer marketing platform for retailers, has closed a Series B funding round worth $21m.

The round was led by Octopus Ventures, with existing investors Sonae IM, Summit Action, Samos and Adjuvo, as well as ten early angel investors, making further investments.

Marieke Christmann from Octopus Ventures and Eduardo Piedade from Sonae IM will both join Ometria’s board.

Ometria says the funding will be used to accelerate its product development, expanding the platform’s retail marketing capabilities and AI-based technology for its 200 retailer clients.

The company says it was founded on the realisation that consumers will no longer tolerate the torrent of communication that has no relevance to what they are interested in. It says marketers need to take responsibility for the impact of every communication they send, and be empowered to ensure that every marketing experience they create for any customer is a positive one.

Ometria’s CEO and Founder Ivan Mazour said: “We’re all overloaded with information and communication, it’s relentless and must be addressed. Retail marketing has contributed heavily to this, with most marketing experiences being ones we simply don’t enjoy.

“I’m proud that Ometria solves this ever increasing problem for hundreds of retailers, and hundreds of millions of customers. I’m incredibly excited that Octopus Ventures has partnered with us to help even more retailers make sure that their customers have marketing experiences they truly love.”

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