UpCity (FKA DIYSEO), a Chicago, Ill.-based provider of an inbound marketing solution to small and medium sized businesses (SMBs), raised more than $2m in a second venture capital funding round.
Backers include new investors i2a Fund, Firestarter Fund, and RIME Communications Capital, existing investors Daylight Partners and Harris Preston & Partners, and co-founders Patrick Gavin and Andy Hagans. In conjunction with the funding, Rocky Mountain, a partner at Daylight Partners, and Stuart Frankel, CEO of Chicago-based Narrative Science, joined UpCity’s Board of Directors.
The funding, which brings the total amount raised to date to approximately $4m, is being used to enhance the company’s Pathway platform, which leverages an education focused, learn-as-you-go process to help small businesses get free traffic from the Web, and convert it to revenue. It uses game mechanics to make the overall experience more fun and engaging by rewarding clients for completing tasks and achieving rank and traffic improvements. It also features new education tools and commentary, including additional video and tutorials, and an Ask an Expert area.
Pathway is available as either a self-directed DIY (Do-It-Yourself) solution, or as a full-service DIFM (Do-It-For-Me) alternative for companies that need more assistance. Founded as DIYSEO in 2009 and led by CEO Dan Olson, UpCity makes the platform available to reseller channel partners seeking a white-label solution to monetize and educate their SMB customers.