Traitify, a Baltimore, MD-based provider of personalization solutions, closed $4m in Series A funding.
Backers included Heritage Capital, Charles “Chip” Morris, Thomas Hitchner and other individual investors.
The company, which has now raised raised over $8m, including $2m in convertible notes, plans to use the funds to add new people to its current team of 18, pursue new partnerships, and extend its personality API to businesses and app developers.
Founded in 2011 and led by Derek Mercer, CEO, Traitify has developed core technology that combines big data and psychology to collect observable patterns in order to make predictions in terms of customer behavior, preferences and tendencies.
Based on the personality data collected, it can allow businesses to match the right features, products or services to unique individuals.
The company is currently in talks with players interested in integrating the API across several verticals including careers, social, dating, movies, commerce, enterprise and internet and already serves over 30 customers in the educational and government space.