How Much Did Supermetrics Raise? Funding & Key Investors

Supermetrics has successfully raised significant funding through multiple rounds, with its latest being a Series B. The company specializes in providing a marketing intelligence platform that helps businesses turn marketing data into actionable insights.

Keep reading to explore the intricacies of Supermetrics' fundraising journey and the investors backing this innovative platform.

What Is Supermetrics?

Supermetrics, founded in 2013 by Mikael Thuneberg, is a B2B software company based in Helsinki, Finland. The company specializes in pulling data from various sources for web analytics, social media, and online marketing.

Supermetrics provides automation tools that help marketers compile data in a ready-to-use format compatible with their data crunching and reporting tools. This simplifies data analysis by collecting and transferring online marketing data to any platform chosen by marketers.

With a team of 251-500 employees, Supermetrics continues to innovate in the marketing intelligence space, serving over 200,000 companies in 120 countries.

How Much Funding Has Supermetrics Raised?

1. Series A
   • Amount Raised: €3.5M (approximately $4.1M)
   • Date: November 2017
   • Lead Investors: OpenOcean
   • Valuation at Round: Not publicly disclosed
   • Motivation Behind the Round: To scale the business and enhance data aggregation capabilities.
2. Series B
   • Amount Raised: €40M (approximately $47M)
   • Date: August 2020
   • Lead Investors: Highland Europe
   • Valuation at Round: Not publicly disclosed
   • Motivation Behind the Round: To expand product offerings and support the transition to a data-driven marketing approach.

Total amount raised: $51.1M. Current valuation: Not publicly disclosed.

Key Investors

• Highland Europe
  • Details: Highland Europe is a growth-stage technology investor that focuses on internet, mobile, and software companies. They led the Series B funding round for Supermetrics.
  • Investment Focus Areas: Internet, mobile, software companies.
  • Notable Investments: WeTransfer, Huel, Malwarebytes.
• IVP (Institutional Venture Partners)
  • Details: IVP is a later-stage venture capital and growth equity firm that invests in rapidly-growing technology and media companies. They participated in the Series B funding round for Supermetrics.
  • Investment Focus Areas: Technology, media companies.
  • Notable Investments: Slack, Twitter, Snap.
• OpenOcean
  • Details: OpenOcean is a venture capital firm that specializes in investing in data-intensive software companies. They participated in both the Series A and Series B funding rounds for Supermetrics.
  • Investment Focus Areas: Data-intensive software companies.
  • Notable Investments: Truecaller, MariaDB, Import.io.
• Amit Agarwal
  • Details: Amit Agarwal is the Chief Product Officer at Datadog and participated as an individual investor in the Series B funding round for Supermetrics. He has a strong background in technology and data-driven companies.
  • Investment Focus Areas: Technology, data-driven companies.
  • Notable Investments: Not specified.
• Ilkka Paananen
  • Details: Ilkka Paananen is the CEO of Supercell and participated as an individual investor in the Series B funding round for Supermetrics. He is well-known in the gaming industry.
  • Investment Focus Areas: Technology, gaming companies.
  • Notable Investments: Not specified.

What's Next for Supermetrics?

Supermetrics stands at the cusp of significant growth opportunities, driven by the increasing demand for data-driven marketing solutions. With a robust client base that includes Fortune 500 companies, the potential for expanding its product offerings and entering new markets is immense. The company's focus on automating data transfers and integrating with over 70 marketing data sources positions it well to capitalize on the growing trend of data consolidation in marketing.

Future fundraising opportunities appear promising, given Supermetrics' profitability and the successful €40 million Series B round. Additional venture capital rounds or strategic investments could further fuel its expansion. However, the company may face challenges such as intense competition from other marketing tech firms and the need to continuously innovate to keep pace with rapid technological advancements.

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