London-based MarTech firm Yieldify has raised an additional $6m in a round led by Binomial Ventures.

The firm also drew support from John Giuliani, CEO of digital marketing leader Conversant, who will also be joining the Yieldify board as chairman; and Tom Singh, founder of fashion chain New Look.

Yieldify has previously received backing from GV, Softbank Capital, Hoxton Ventures and Data Point Capital.

The company, which seeks to improve the way in which customers interact with businesses online, will use the investment to scale across the e-commerce space.

Speaking about the news, Jay Radia, chief executive officer and co-founder of Yieldify, said: “Today’s investment is a fantastic endorsement of our vision from some of the most respected voices in the industry.

“Yieldify is on a mission to define the future of marketing and this funding will secure our ability to execute on that at speed and at scale. We’re delighted to welcome John on board as our Chairman and excited to see what we can achieve with his guidance.”

Launched four years ago, the firm was listed in Tech City UK’s Future Fifty list earlier this year and claims to have delivered more than 4 billion interactions between customers and brands since inception.

Yieldify says it already works with the likes of Marks and Spencer, Domino’s and Anthropologie.

“The Yieldify product and the team behind it are breaking new ground in the marketing technology space; the recognition that they’ve received among the customers they work with and the investors they’ve attracted is well-earned and distinguished.

“This is shaping up to be an exciting journey that I’m looking forward to being a part of,” concluded Giuliani.

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