Bridg, a US-based developer of marketing software for retailers and restaurants, received $11m yesterday in a series B round featuring payment services firm Visa.
The round was led by Morpheus Ventures and included fellow venture capital firm March Capital Partners and growth capital firm NextEquity Partners.
Founded in 2012 as Ecinity, Bridg provides point-of-sale data systems for shops and restaurants to generate information that can help the brick-and-mortar companies market to their customers more effectively.
The company raised $570,000 in 2012 before adding $1.6m the following year, according to regulatory filings. Its earlier funding came from March Capital as well as Karlin Ventures, The Hive and Canyon Creek Capital.
Amit Jain, founder and chief executive of Bridg, said: “We are thrilled with the confidence these investors have in our ability to help restaurants and retailers better understand today’s consumer.
“Our differentiated approach to precision marketing empowers brands to reach and engage new consumers, bring back lapsed customers and increase in-store visits among their existing customer base. Our new investors will help secure value-added data and assist Bridg in penetrating top retailers across the US.”