As marketing teams face growing pressure to turn fragmented data into real time insight, Stockholm based Funnel has strengthened its financial position to support the next phase of its platform evolution. The marketing intelligence company has secured an $80 million debt facility to accelerate product development, expand globally, and advance its transition toward an AI first operating model.
The financing brings together two lenders focused on scaling technology businesses. The package includes a revolving credit facility from HSBC Innovation Banking and a junior term loan from Hercules Capital. The new arrangement replaces a previous $58 million debt facility while providing additional capital to support growth and operational efficiency.
Building Infrastructure for Modern Marketing Teams
Founded in 2014 by Fredrik Skantze and Per Made, Funnel has built a platform designed to address one of marketing’s most persistent challenges, fragmented data across hundreds of channels and tools. The company enables organisations to collect, structure, visualise, and analyse marketing data from more than 600 platforms, creating a single source of truth for performance measurement.
Funnel’s customers include global brands such as Adidas and Sony, as well as major agency groups like Publicis and Havas. These organisations rely on the platform to connect advertising, analytics, and performance data, giving teams consistent and reliable insight across markets and campaigns.
Transitioning to an AI First Platform
The new financing supports Funnel’s broader shift toward an AI first approach to marketing intelligence. As part of this transition, the company is developing agentic measurement capabilities designed to help marketers move beyond static dashboards and manual analysis.
A recent example of this strategy is the launch of Data Chat, a conversational analytics feature that allows users to query marketing data using natural language. Rather than navigating complex reports, marketers can ask questions directly and receive immediate insights, making data more accessible across teams.
Funnel’s leadership sees these capabilities as a foundation for the next generation of marketing analytics, where AI assists with exploration, interpretation, and decision making rather than acting as a separate layer on top of existing tools.
Financial Maturity and Long Term Planning
According to CEO Fredrik Skantze, securing the new facility reflects Funnel’s growing financial maturity. The company has focused on building a durable business model while continuing to invest in innovation, customer value, and scalable infrastructure.
The debt structure provides flexibility without diluting ownership, allowing Funnel to fund growth initiatives while maintaining strategic control. In addition to AI development, the capital will be used to support international expansion and improvements in operational efficiency as the company scales.
Supporting Growth Without Slowing Innovation
The combination of a revolving credit facility and a term loan gives Funnel access to capital as needed, aligning funding with product development timelines and market expansion. This structure is designed to support sustained investment in research and development while progressing toward profitability.
As marketing organisations increasingly demand faster insights, higher data quality, and AI driven analysis, Funnel is positioning itself as a core intelligence layer within the modern marketing stack. The company’s ability to integrate data at scale and turn it into actionable insight remains central to its value proposition.
With fresh capital in place and an expanding AI roadmap, Funnel is entering its next phase focused on deeper analytics, broader adoption, and long term resilience in a rapidly evolving marketing technology landscape.
