The round was led by The Fourth Swedish National Pension Fund (AP4) and Stena Sessan, with participation from existing investors, including Balderton Capital, Eight Roads, F-Prime, Oxx, and Industrifonden.
Balderton led Funnel's Series A in September 2017.
Funnel is the leading data platform for marketing. Its pre-built marketing connectors gather the data marketers need, letting them easily analyse performance through leading visualisation tools. Thanks to automatic curation and data harmonisation, marketers and analysts get real-team insights to make better decisions, with no coding or technical teams required.
Today, marketing is a digital-first industry with 60% of marketing spend now online. This is the biggest shift for marketing since David Ogilvy introduced modern advertising some 60 years ago. Digital comes with a promise of measurability, and, for the first time, marketing is accountable for driving revenue. This is an opportunity that raises the stakes when it comes to measuring and optimising performance. Many marketing organisations are struggling since they mostly rely on manual reporting using spreadsheets.
The market has matured substantially since Per Made and I founded Funnel. Back in 2014, it was mostly e-commerce and app companies that cared about measuring digital marketing performance. Now, it is top of mind with virtually every marketing organization, something which is evident with our customers and has driven our strong growth. With
AP4 and Stena Sessan we are bringing two large public market investors onboard, and we look forward to working with them as we prepare to take the company public. 
