Formisimo, a Manchester, UK-based platform that measures and analyzes consumer behaviour in online checkouts and online forms, raised £350k in venture capital.
Backers included a syndicate led by AXM Venture Capital-led North West Fund for Digital & Creative, two London-based angels and Seedcamp.
The company intends to use the funds to grow the team to fourteen in twelve months.
Co-founded by Tom New and Al Mackin, Formisimo provides a platform that measures and analyzes consumer behaviour in online checkouts and online forms, showing companies how they can make small adjustments.
Launched as a beta product in May 2013, Formisimo has tracked more than 380 million customer interactions and counts over 1000 companies – including seven global brands among its users including Travelex, Secret Escapes, Genting, WeBuyAnyCar, Asda, Virgin Active, Borro and The FT.
The company exited beta in January 2014, and has now moved to a paid model.
Anish Kapoor, the co-founder of Telecity, has been named as an advisor while the team will continue to be mentored by London-based advisors from Google, Seedcamp, Moo.com and OneFineStay.