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GV-backed Yieldify has closed its latest $6m funding round

London and New York-based marketing technology business, Yieldify, has closed a new $6m (approx. £4.6m) funding round led by Binomial Ventures as it looks to further scale its services.

New Look founder Tom Singh and Conversant Chief Executive Officer, John Giuliani, also contributed to the round with Giuliani joining the business as its new Chairman.

The firm has developed a suite of conversion boosting marketing services for businesses, including remarketing techniques, targeted emails and user-specific offers, and already works with the likes of Virgin Trains, Domino’s and Kiehl’s.

Previous backing has come from a range of high-profile backers including GV (formerly Google Ventures), Hoxton Ventures and Softbank Capital, and has now grown to encompass offices in London, New York and Sydney.

Yieldify Chief Executive, Jay Radia, commented: “Today’s investment is a fantastic endorsement of our vision from some of the most respected voices in the industry.

“Yieldify is on a mission to define the future of marketing and this funding will secure our ability to execute on that at speed and at scale. We’re delighted to welcome John on board as our Chairman and excited to see what we can achieve with his guidance.”

Giuliani added: “The Yieldify product and the team behind it are breaking new ground in the marketing technology space; the recognition that they’ve received among the customers they work with and the investors they’ve attracted is well-earned and distinguished.

“This is shaping up to be an exciting journey that I’m looking forward to being a part of.”

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