Maven leads funding round in customer data platform

Maven Capital Partners has led a funding round in Chester-based Intilery.com, a customer data platform and real-time decision engine that powers multi-channel campaigns.

The funding will enable Intilery to expand the sales and marketing team and develop its commercial offering.

Both Maven VCTs and Maven Equity Finance, which forms part of the Northern Powerhouse Investment Fund and is managed by Maven, invested as part of the transaction.

Intilery’s unique technology designs and enhances customer relationship management (CRM) strategies for businesses across multiple sectors. Intilery’s real-time, omnichannel CRM platform offers its clients a 360 view of its marketing activities as well as enabling them to visualise and create real-time AI powered customer journeys.

Key clients include Sykes Cottages, IGO4 Insurance, and The Fragrance Shop.

The UK holds the largest global CRM market share across Europe, a growing sector forecasted to reach circa USD40.2 billion by 2023.  

Intilery’s CEO, Gareth James, and CTO, Tom McMillan, established the business in 2012. James is an experienced e-commerce and technology architect with a history of senior technology roles at large technology companies in the North West. Prior to co-founding Intilery with McMillan, James was the international IT director and a member of the senior management team at Money Supermarket and latterly the CIO at The Hut Group.

Dean Cox, investment manager at Maven, says: “There is an ever increasing global demand for businesses, SMEs, and large corporates, to collect and analyse real time data in order to better understand their customers behaviour, and Intilery’s product meets this need by providing clients with access to information such as day to day engagement and digital marketing campaigns. Even in these uncertain times we believe that Intilery is well positioned for significant growth over the next three to five years.”

James adds: “We are delighted to have Maven on board as we grow Intilery into an international brand. Over the past eight years we have organically grown, supplying many of Europe’s leading consumer brands with the access to key metrics that they need. This is now the right time to take the sales and marketing activity to the next level, on the back of the UK’s leading customer engagement platform.”

Clare Hayward, MBE DL, chair of Cheshire and Warrington Local Enterprise Partnership, says: “Intilery are an innovative technology company in a growing sector, whose product helps other businesses, we are delighted that Intilery have secured this finance with help from NPIF and Maven.  We look forward to seeing Gareth and the team take this business to the next stage with their enhanced marketing and sales team and welcome their continued success in Chester.”
 
Grant Peggie, director at British Business Bank, says: “Intilery is a clear example of NPIF’s continued investment into high-growth, innovative businesses across the North. The Northern Powerhouse Investment Fund continues to provide vital funding and this investment demonstrates how this funding can make a real and measurable difference to businesses across the Northern Powerhouse region.”

The Northern Powerhouse Investment Fund project is supported financially by the European Union using funding from the European Regional Development Fund (ERDF) as part of the European Structural and Investment Funds Growth Programme 2014-2020 and the European Investment Bank.  

Maven worked alongside the following key advisers to complete the deal:

  • David Gardner – KBS Corporate Finance Advisor for Management
  • Adnan Sajid - UHY Hacker Young FDD for Maven
  • James Foster – Shoosmiths Legal for Maven
  • George Danczak - Addleshaw Goddard Legal for Management
  • Luke Freeman – Whitecap Commercial DD for Maven
  • Penelope Snowden – Intechnica Tech DD for Maven