Evolution Media Partners Leads Swrve $21.3M Funding Round to Fuel Mobile-Marketing Startup

Swrve also announces acquisition of data-automation firm Adaptiv.io

CAA-backed Evolution Media Partners led a $21.3 million financing round in Swrve, a startup that sells a system for letting mobile marketers better engage with their customers.

In addition, Swrve announced that it has acquired Adaptiv.io, a data-automation marketing startup. Swrve will use the Adaptiv platform to enable mobile marketers to build cross-channel campaigns based on real-time data.

Customers of Swrve, founded in 2010, include Warner Bros., The Guardian, Condé Nast, Microsoft, Glamsquad, Travelex, Salesforce and Oracle. The company’s third round of funding was led by Evolution Media Partners, a joint venture of CAA-backed Evolution Media Capital, TPG Growth and Participant Media, and the Ireland Strategic Investment Fund. Existing investors Acero Capital, Atlantic Bridge, Enterprise Ireland and Enterprise Equity also participated in the round. Swrve had previously raised $24 million; the company said the latest financing together with the Adaptiv.io acquisition bring the value of its Series C round to $30 million.

Swrve CEO Christopher Dean said Evolution Media Partners’ Hollywood connections will help it build clients in the media, entertainment and sports sectors. With the Swrve system, for example, studios can promote upcoming movies in their owned apps and TV networks could let users know about upcoming episodes of shows they might be interested in.

Popular on Variety

“We’re looking at our phones 150 to 200 times a day,” said Dean (pictured above). “That’s where consumers are rapidly going, and it’s where they want to interact with brands.”

Swrve said its software-development kit has been installed 1 billion times and that its system handles 8 billion customer-related events per day.

“Swrve solves real problems for real mobile marketers,” Evolution Media Capital managing director Marco DeMiroz said. “We’re thrilled to be investing in Swrve, which is helping to make marketing more powerful, more relevant, more targeted and more effective than ever before, revolutionizing how some of the biggest brands in the world interact with their customers.” With the funding, DeMiroz joins Swrve’s board.

San Francisco-based Swrve, founded in 2010, has about 100 employees. The company has offices in Dublin, Ireland; New York; Prague; and London.

Adaptiv.io, founded in 2007 by execs from the video-game industry, was backed by Evolution Media Capital. With the acqusition, Adaptiv founder and CEO David S. Lee will join Swrve as VP of strategic accounts, entertainment and gaming.

More Digital

  • Reed Hastings seen on day one

    Netflix CEO Reed Hastings' New Book Title, Release Date Announced

    Reed Hastings is promising to share the untold story about how Netflix shifted its culture a decade ago — and pivoted from a DVD-by-mail company to a streaming giant — in a new book due out this spring. “No Rule Rules: Netflix and the Culture of Reinvention,” is set to be released May 12, 2020. [...]

  • A-ha - Take On Me Video

    A-ha's 'Take on Me' Tops 1 Billion YouTube Views, Second '80s Video to Hit Milestone

    Norwegian synthpop trio A-ha’s “Take On Me” has joined YouTube’s billion-views club. The iconic video from A-ha, which combines live action with pencil-sketch animation, is only the second song from the 1980s to reach the elite YouTube milestone, after Guns N’ Roses’ “Sweet Child O’ Mine” crested the one-billion-views mark last fall (and currently has [...]

  • Terms and Conditions

    YouTube Drives Into Feature Doc Space With Brian Hill's 'Terms and Conditions' (EXCLUSIVE)

    YouTube is driving into the feature documentary space with a bold new film on drill music from one of the U.K.’s most celebrated documentarians. The controversial genre represented in the Brian Hill-directed “Terms and Conditions: A U.K. Drill Story” has become inadvertently associated with violence and knife-crime in the U.K., and marks a daring step [...]

  • America Ferrera Gentrified Variety

    With ‘Gentefied,’ America Ferrera Brings a Series Unlike Any Other to Netflix

    America Ferrera had directed before, but not like this. She and her crew were shooting scenes from a massive burner party — think a miniature Burning Man, complete with drugs and costumes and bad dancing — for Netflix’s upcoming series “Gentefied.” Though she wouldn’t appear on camera, Ferrera was dressed for the occasion in a [...]

  • Alamo Drafthouse LA

    Alamo Drafthouse Unveils Monthly Subscription Service

    Alamo Drafthouse, the Texas-based cinema chain that popularized in-theater dining, is offering a subscription service to rival the AMCs and Regals of the exhibition industry. The company unveiled Season Pass, a monthly program that will be available to patrons in its 41 locations across the country. Season Pass will provide one regularly priced ticket per [...]

  • TV Decline Pay TV Placeholder

    Traditional Pay-TV Operators Lost 6 Million Subscribers in 2019 as Cord-Cutting Picks Up Speed

    The U.S. satellite and cable TV business declined at an unprecedented rate last year — with traditional pay-TV providers dropping a staggering 6 million customers, a 7% year-over-year decline. In the fourth quarter of 2019 alone, traditional TV distributors lost around 1.5 million subs, dropping to about 83 million total at year-end, according to estimates [...]

  • Onward Animated Film 2020

    ‘Onward’ Tops Studios’ TV Ad Spending

    In this week’s edition of the Variety Movie Commercial Tracker, powered by the always-on TV ad measurement and attribution company iSpot.tv, Disney Pixar claims the top spot in spending with “Onward.” Ads placed for the animated film had an estimated media value of $4.99 million through Sunday for 784 national ad airings on 35 networks. [...]

More From Our Brands

Access exclusive content