Venture capital firm Harmony Partners led a $35m series C round for mParticle, a US-based customer relationship data software developer backed by internet and technology group Alphabet, on Wednesday.
VC firm Social Capital and Bain Capital Ventures, the VC branch of private equity firm Bain Capital, also participated in the round. They previously funded mParticle’s $17.5m series B round in October 2016.
Founded in 2013, mParticle has built a platform that enables marketers to combine all of their customer data in a single place where it can be viewed together. Its customers include hotel chain Starwood, media firm NBC Universal and music streaming service Spotify.
The series C round increased mParticle’s total equity financing to almost $74m according to press releases and securities filings. It was closed alongside the launch of IDSync, an identity resolution tool that helps brands develop their own identity strategies across a range of channels.
The company had raised $6m from GV, the Alphabet unit then known as Google Ventures, as well as Bowery Capital, Harbinger Capital, Greylock Partners and Battery Ventures, as of the end of 2014. It added another $15.1m the following year, according to a securities filing.