London-based PeerIndex, which quantifies the impact of 'social influencers' across the web, has raised £3m in Series A funds, which it will use to expand both its commercial model and its 'PeerPerks' consumer-facing influence marketing service.
PeerIndex was founded in 2009 by former Guardian correspondent Azeem Azhar, ex-McKinsey consultant Ditlev Schwanenflügel, and Bill Emmott, the former Editor of The Economist, backed by a number of Internet investors.
Its platform is used to reach social media influencers by identifying those individuals who will spread positive messages about products or services. Once identified, the firm gives them 'points scores' based on their activity on Twitter, Facebook and LinkedIn, including their number of connections, interactions and other engagement metrics.
Funding was led by Antrak Capital, with support from existing investor Anthemis Group and angel investor Tom Glocer, former CEO of Thomson Reuters; Stephen Klein, previously CEO of Activebuddy; and Chairman of Restoration Partners Ken Olisa.
As well as developing its commercial model, the funds will also be used to expand PeerIndex's influence ranking algorithm and its technology infrastructure.
CEO Azhar comments 'To have attracted such a stellar cast of angel and VC investors is a recognition of the innovative approach that we've put in place at PeerIndex.'
Web site: www.peerindex.com .