Funnel

Funnel is a Swedish marketing technology company founded in 2014 by Per Made and Fredrik Skantze. The company provides software for marketers, agencies, and other organizations that need to bring together data from numerous advertising, analytics, commerce, and customer platforms. Its central proposition is to make fragmented marketing data usable for reporting, analysis, planning, and decision-making without requiring every customer to build and maintain its own data-ingestion and transformation infrastructure. The company originated from the founders’ earlier work on Qwaya, an advertising tool for Facebook. That experience informed Funnel’s focus on the operational problems created by the rapid expansion of digital advertising channels: inconsistent data structures, platform-specific metrics, manual spreadsheet work, delayed reporting, and difficulty comparing performance across campaigns. Funnel’s software is designed to connect to external data sources, extract and normalize information, apply transformations, and make the resulting datasets available for dashboards, reports, analysis, and downstream business-intelligence workflows. Funnel describes its offering as a marketing intelligence platform with three broad areas of functionality: data integration, marketing reporting, and advanced measurement. Data integration connects marketing and advertising platforms and prepares their data for use. Reporting supports recurring performance views and cross-channel analysis. Advanced measurement extends the platform beyond descriptive reporting into methods intended to evaluate marketing effectiveness, including marketing mix modeling and digital attribution. Funnel expanded this measurement-oriented product scope in 2024. The company initially operated from Sweden and opened a second office in Boston, Massachusetts, in 2016. Reference material also identifies offices in Dublin and Sydney as part of its later international footprint. Its customer and partner base is oriented toward businesses and marketing agencies operating across multiple channels, where standardized data and comparable performance measures are valuable. Funnel has collaborated with agencies including IndieAd and Havas and has partnered with technology providers such as Google Cloud to support data integration and exchange. Funnel has financed its expansion through venture and growth funding. It raised €8.3 million in 2017 in a round led by Balderton Capital, followed by a €42.6 million Series B round in January 2020 and a €57.1 million pre-IPO funding round announced in October 2021. These transactions indicate an effort to scale the platform and its international operations, but the company’s current ownership, valuation, and listing status are not established in the supplied reference material. Funnel remains presented as an active, privately held software company rather than a publicly traded issuer. The brand’s market position is that of a specialized marketing data and measurement platform rather than a consumer-facing advertising network or general-purpose enterprise resource planning system. Its differentiation rests on aggregating data from many marketing sources, making that data consistent and accessible, and combining operational reporting with more advanced approaches to measuring marketing impact. Recognition has included TechCrunch’s Europas Award for Best Marketing Tech Startup in 2020, four consecutive appearances on the Financial Times FT 1000 list from 2021 through 2024, and inclusion in VivaTech and GP Bullhound’s 2023 Top 100 Next Unicorns selection.

Funnel was established in Sweden in 2014 by Per Made and Fredrik Skantze. Before founding the company, the pair had developed Qwaya, an advertising tool for Facebook. Their experience with digital advertising helped shape Funnel’s later focus on the data-management challenges faced by marketers using multiple platforms. Rather than operating as an advertising network, Funnel developed software intended to collect and organize data generated by advertising and marketing activity. The company’s platform connects to external marketing and advertising sources, retrieves their data, prepares it for analysis, and helps users create consistent reports across channels. This approach addresses common operational problems in digital marketing, including incompatible platform schemas, differing metric definitions, manual data consolidation, and the difficulty of comparing results across campaigns. Funnel’s product is commonly described through three related capabilities: data integration, marketing reporting, and advanced measurement. Funnel expanded beyond its initial Swedish base when it opened a Boston office in 2016. Later reference material identifies additional offices in Dublin, Ireland, and Sydney, Australia, reflecting the company’s international expansion. The company has also worked with agencies such as IndieAd and Havas and partnered with technology providers including Google Cloud. Its funding history includes an €8.3 million round led by Balderton Capital in 2017. Suranga Chandratillake of Balderton Capital joined Funnel’s board in connection with that investment. In January 2020, Funnel raised €42.6 million in a Series B round. In October 2021, it announced a further pre-IPO funding round of €57.1 million. The supplied sources do not establish whether a subsequent initial public offering occurred, and no current public listing or ticker is identified. Funnel received external recognition during its growth period. In June 2020, it won TechCrunch’s Europas Award for Best Marketing Tech Startup. It was included in the Financial Times FT 1000 ranking of Europe’s fastest-growing companies in each of the four years from 2021 through 2024. In 2023, VivaTech and GP Bullhound included it in a Top 100 Next Unicorns selection. In 2024, Funnel broadened its platform with advanced marketing measurement tools, specifically including marketing mix modeling and digital attribution. This development moved the product proposition beyond data collection and recurring reporting toward evaluating marketing effectiveness and supporting budget-allocation decisions. By 2025 reference material described Funnel as an international software company headquartered in Stockholm, with offices in Dublin, Sydney, and Boston. Its business remains focused on marketing data integration, reporting, and measurement for organizations and agencies.

1. 2024Advanced measurement tools added

   Funnel expanded its platform with marketing mix modeling and digital attribution capabilities.

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2. 2023Named a Top 100 Next Unicorn

   VivaTech and GP Bullhound included Funnel in their Top 100 Next Unicorns selection.

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3. 2021Pre-IPO funding announced

   Funnel announced a €57.1 million pre-IPO funding round in October.

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4. 2020Series B funding round

   Funnel raised €42.6 million in a Series B financing announced in January.

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5. 2020Best Marketing Tech Startup award

   Funnel won TechCrunch’s Europas Award for Best Marketing Tech Startup.

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6. 2017Balderton Capital leads €8.3 million funding round

   The funding round supported Funnel’s growth, and Balderton partner Suranga Chandratillake joined the company’s board.

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7. 2016Second office opens in Boston

   Funnel opened a second office in Boston, Massachusetts, beginning a broader international expansion.

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8. 2014Funnel is founded in Sweden

   Per Made and Fredrik Skantze founded Funnel after their earlier work on Qwaya, a Facebook advertising tool.

   Source

A marketing intelligence and measurement platform for organizations and agencies that need to unify data from multiple advertising and marketing channels.

• Funnel marketing data integrationData integration

  Funnel’s integration layer connects marketing and advertising data sources and brings their information into a common analytical environment. The product is intended to reduce the need for manual exports and spreadsheet consolidation while helping users work with data from platforms that use different structures, fields, and metric conventions. It forms the foundation for the company’s reporting and measurement capabilities.

• Funnel marketing reportingMarketing reporting and business intelligence

  The reporting component enables marketers and agencies to organize prepared data into recurring performance reports, dashboards, and cross-channel views. Its role is to make campaign and channel results easier to compare and distribute across teams. The offering is aimed at organizations that need repeatable marketing-performance reporting rather than one-off analysis assembled manually from individual platforms.

• Funnel advanced marketing measurementMarketing measurement2024

  Added to the broader product suite in 2024, the advanced measurement offering addresses questions about marketing effectiveness and contribution. Reference material identifies marketing mix modeling and digital attribution as key capabilities. These methods are intended to help organizations evaluate channel performance, understand the relationship between marketing activity and outcomes, and support more informed allocation of marketing resources.

• 2024Expand into advanced marketing measurementProduct launch

  Funnel’s original proposition centered on collecting, preparing, and reporting marketing data from multiple platforms. The growing need to assess effectiveness and allocate budgets across channels created an opportunity to extend the platform into measurement.

  What changed. Funnel expanded its product suite with marketing mix modeling and digital attribution capabilities.

  Aftermath. The expansion positioned Funnel as a broader marketing intelligence and measurement provider rather than solely a data-integration and reporting tool.

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• 2021Raise pre-IPO growth capitalStrategy

  Following earlier venture financing and international expansion, Funnel sought additional capital to support its growth and scale.

  What changed. The company announced a €57.1 million pre-IPO funding round in October 2021.

  Aftermath. The supplied sources do not confirm whether Funnel subsequently completed an initial public offering.

  Funding raised. €57.1 million (October 2021 announcement)

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• 2024Funnel appears on the FT 1000 list for a fourth consecutive year

  Financial Times reference material included Funnel among Europe’s fastest-growing companies in the FT 1000 for four consecutive years: 2021, 2022, 2023, and 2024.

  Other
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• 2024Funnel expands its platform with advanced marketing measurement

  Funnel expanded its product suite with advanced marketing measurement capabilities, including marketing mix modeling and digital attribution.

  Product launchProduct generation
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• 2023Funnel is named among VivaTech and GP Bullhound’s Top 100 Next Unicorns

  Funnel was included in the Top 100 Next Unicorns selection associated with VivaTech and GP Bullhound.

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• 2021Funnel announces pre-IPO funding round

  In October 2021, Funnel announced a pre-IPO funding round worth €57.1 million, described in reference material as approximately US$66 million at the time.

  Other
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• 2020Funnel raises €42.6 million in Series B funding

  In January 2020, Funnel announced a €42.6 million Series B funding round, described in reference material as approximately US$47 million at the time.

  Other
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• 2020Funnel receives TechCrunch Europas award

  Funnel won TechCrunch’s Europas Award for Best Marketing Tech Startup.

  Other
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• 2017Funnel raises €8.3 million in Balderton Capital-led funding round

  Funnel raised €8.3 million in a funding round led by Balderton Capital. Suranga Chandratillake of Balderton Capital joined the company’s board as part of the investment.

  Other
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1. Funnel (software)
2. Funnel official website