Singapore-based marketing startup that develops software to assist clients make marketing decisions is set to launch in the United States after raising US$32 million in Series C round. The funding round with was led by Riverwood Capital also had participation from Sequoia India, Wamda and Endeavor Catalyst.

Founded in 2012 and led by Hande Cilingir, CEO and Co-Founder Insider claims its multichannel marketing and customer engagement is currently patronized by over 800 brands, prominent among them are Singapore Airlines, Marks and Spencer, Virgin, Uniglo, Samsung and Estée Lauder.

The company’s current round of funding brings its total funding so far to $42 million. Aside the firm’s aim of entering the United States, the company plans to utilize the new funding to boast sales and marketing, hire more engineers for its research and development team and adding new features to its platform.

One noteworthy aspect of the company is that half of its executive team, including co-founder and chief executive officer Hande Cilingir, are women. The company runs a program called Young Engineers that provides coding classes to high school students, especially girls, and it plans to expand to primary school-age kids as well.

Cilingir believes Insider’s AI-based technology differentiates larger competitors like Salesforce this is because Insider is able to integrate customer data from different marketing channels, including offline ones, to help companies make better predictions about customer behavior. Insider’s analytics help brands coordinate campaigns across different platforms, including the web, mobile apps, messaging apps, email and other channels.

“Insider, on top of all those solutions, creates a one-stop shop because you can overcome operational bottlenecks because of the technology, but at the same time, we are still offering all of the features, including personalization technologies, that online businesses need,” she added.




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