Appboy, a New York City-based marketing automation platform for apps, closed $15m in Series B funding.
The round was led by InterWest Partners, with participation from existing investors Icon Venture Partners, Blumberg Capital, T5 Capital and IDG Ventures. In conjunction with the funding, InterWest General Partner Doug Pepper will join Appboy’s board of directors.
The company, which has now raised $22.6m in total, intends to use the funds to expand sales and marketing efforts and increase the market of marketing automation for apps.
Launched in 2014 by Mark Ghermezian, CEO, Appboy provides mobile brands with a marketing automation platform to build and increase engagement of apps with their user base through rich segmentation, multi-channel messaging (push notifications, in-app messages, email, News Feed) and multivariate testing.
It is used by brands including LifeLock, Shutterfly, USA Today Sports and Urban Outfitters.