UK’s marketing SaaS startup Insider bags US$ 32M series C funding
UK’s marketing SaaS startup Insider bags US$ 32M series C funding

London-based startup Insider, that develops software to help clients in digital marketing has raised US$ 32M in a Series C funding round held in July 2020. The round was led by Riverwood Capital, with participation from Sequoia India, Wamda and Endeavor Catalyst.

Capital raised will be used to enter into the U.S. market, enhancing sales and marketing, hiring more engineers for its research and development team and adding new features to its platform. The Series C round brings its total funding so far to US$ 42M.

Founded in 2012 by Arda Koterin, Hande Cilingir, Mehmet Sinan Toktay, Muharrem Derinkok, Okan Yedibala and Serhat Soyuerel, Insider Growth Management Platform (GMP) helps digital marketers progress across the funnel, from Acquisition to Activation, Retention and Revenue. Using real-time customer behavior predictions powered by deep Artificial Intelligence and Machine Learning capabilities, Insider GMP empowers marketers to deliver personalized journeys across the web, mobile web, mobile apps, messaging, email and ad channels.

Built on a unified data layer, GMP is simple to use, dodging the need for complex integration and dependency on IT teams. Insider simplifies the life of digital marketers and helps them grow their brands, with zero marketing waste. The startup claims its SaaS for multichannel marketing, advertising and customer engagement is currently used by more than 800 brands, including Singapore Airlines, Marks and Spencer, Virgin, Uniqlo, Toyota, Samsung and Estée Lauder.


A very noteworthy fact about the startup is that almost half of its executive team consists of women, including Co-Founder and CEO Hande Cilingir. Insider also operates a program called Young Engineers that provides coding classes to high school students, especially girls, and it plans to extend this service to primary school-age kids as well.

Digital marketing is a very important part in the journey of any startup. Without marketing or promoting ones business, there is no growth. And presently, when the whole world is fighting COVID-19, marketing plays an essential role as majority people are locked in their homes which means increased dependency on stay-at-home orders. With many companies offering the same kind of services, the one with the best marketing strategies will stand out and prosper and this is where Insider comes into the picture.

Woman receiving package from the delivery man, which she ordered products online
Delivery in the times of COVID-19

Sequoia India principal Pieter Kemps said in a press statement, “We liked the Insider team from the first day, but have been positively surprised by their highly efficient go-to-market engine. The quality of customer interactions, combined with exceptional product and technology, has enabled Insider to stand out among the many point-solutions out there—and build up a very impressive list of customer logos.”

Insider has offices in London, Paris, Singapore, Tokyo, Hong Kong, Seoul, Sydney, Helsinki, Barcelona, Dubai, Moscow, Warsaw, Taipei, Jakarta, Manila, Wellington, Istanbul, Kiev, Ho Chi Minh City, Bangkok, Brussels, Amsterdam, Luxemburg, Ankara and Kuala Lumpur.

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Aishwarya writes about the startup ecosystem on VCBay. She is a third-year Computer Science engineering student who looks forward to exploring the world of startups and finance.


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