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Sportr, a London-based machine learning startup, has closed a $350,000 Seed round from a group of private investors.

The firm, which cuts the costs associated with finding and producing content, drew support from Robert Braithwaite CBE, the founder of Sunseeker Motor Yachts; Ben Joseph, the co-founder of Meantime Brewery; and Richard Tufft, the former COO of Equity Research at Goldman Sachs.

Founded by Adam Benzecrit and Toby Cockayne, Sportr uses machine learning to find, recommend and generate on-brand content for companies. Sportr’s system also has the ability to learn what users like and then recommend related stories.

“Our mission is to make it easier and cheaper for businesses to find and produce quality content. Netflix predicts the film you’ll watch, Sportr predicts the content you’ll publish,” said Benzecrit.

The firm currently works with companies involved in the sports industry, but it plans to use the new funds to further grow its engineering team and expand its service into other industries.

According to Crunchbase, Sportr previously raised funding rounds of £100,000 in August 2016 and £80,000 in June 2014.

For all the latest UK tech funding announcement data, check out the Tech City News Investment Tracker.

Featured image by Rodion Kutsaev on Unsplash

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