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Customer insight and marketing platform Ometria has closed a $2.5m seed funding round led by Inventure Partners, with participation from existing investors SaatchInvest, and new investors Force Over Mass Capital.

A number of angels also participated in the roundf including Nickyl Raithatha, founder and CEO at Finery London and previously global managing director at Rocket Internet, Lee Hudson, COO at AppyParking and Richard Fattal, UK MD at Grokker.

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 from today, 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 at Inventure Partners, added: “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.”

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.