TruRating, a London, UK-based provider of a point-of-sale customer feedback platform, raised £9.5m (approx. $12.6M) in Series A funding.
The round, which brought the total amount raised by the company to date to £13.7m, was led by Sandaire and a private family investment group.
The company intends to use the funds to continue to develop the platform and expand operations and launch in US and Canada.
Led by Georgina Nelson, TruRating is a point-of-payment rating system that gives customers the opportunity to answer an anonymous question via the payment terminal to rate their experience from 0-9.
Each consumer rating feeds two websites. Business owners can see their ratings over time, compare their ratings against anonymous competitors, link customer sentiment to spend and get detailed analytics while consumers have access to a recommendations site they can trust, with ratings from validated customers.
The platform is live across the UK and Australia.