Payment services firm Visa has agreed to acquire TrialPay, a US-based transactional advertising platform that previously secured $40m in a series C round backed by Visa.
Neither company has disclosed how much Visa will pay. TrialPay’s platform, which enables companies to connect with consumers via targeted promotions, will be integrated into Visa’s product portfolio.
TrialPay received $40m in a 2012 series C round featuring Visa, Greylock Partners, DAG Ventures, QuestMark Partners, Draper Fisher Jurvetson Growth and T. Rowe Price, as well as unnamed existing investors.
The company previously raised $12.7m in a 2008 series B round backed by Index Ventures, Atomico and Battery Ventures. Battery had already participated in a 2007 series A round that raised $3.1m and which also included angel investors.
In 2013, Visa helped TrialPay spin out marketing technology company Yub by participating in Yub’s $12m series A round alongside all TrialPay’s other investors.
Ramon Martin, senior vice president of merchant sales and solutions at Visa, said: “TrialPay will strengthen our loyalty and offers platform, which we expect to become a strategic and competitive differentiator that can help merchants build customer loyalty and increase sales in both the digital and physical retail environments.”