Anametrix Finds Growth Equity Partner for Analytics Biz


You’re a budding predictive analytics company looking to expand your footprint and offer an increasing range of verticals to your Fortune 100 client base. Where else would you look—but private equity?

Anametrix, the cloud-based analytics service for marketers—which offers a specific predictive analytics segment—just raised $4.4 million in a Series A round from TVC Capital, the San Diego-based growth equity firm.

The deal marks the first investment from TVC’s $75 million fund, the firm’s second, which it finished raising last month.

This isn’t Anametrix’s first tangle with the PE pros of the West Coast. The company also took on seed funding last year from former Summit Partners investing pro Walter G. Kortschak, who joined Anametrix’s board. Summit makes PE and VC deals.

Anametrix chief marketing officer Pelin Thorogood said that, even after getting plenty of interest from would-be backers, the company opted to go for the growth capital firm’s management, and their expertise. Steve Hamerslag, co-founder and managing partner with TVC, is also joining Anametrix’s board as part of the transaction.

Thorogood noted that, while Anametrix is not currently considering any M&A, it may do so with its next round of growth capital. Right now, she said, the company is expanding its sales and marketing staff and investing in existing capabilities. Anametrix is currently at break-even, although it aims to be profitable in the near-term, Thorogood said.

Anametrix also recently hired Jim Schnepp as its chief revenue officer as the company ramps up global ambition. Already, the California startup has opened a French office.

“We’re looking to expand in EMEA and Asia Pacific,” Thorogood said.

Image Credit: Anametrix