Launch for App Experience Tracker Embrace.io

In Los Angeles, mobile performance feedback platform Embrace.io has launched out of beta with a $2.5m round of seed funding.

The firm's platform diagnoses issues that disrupt mobile user experiences - such as a glitch or bad experience when attempting to make a purchase, order food, watch a video, or just open an app. CEO and co-founder Eric Futoran (pictured) explains that the tool converts technical data from disparate devices and will enable developers to tackle issues that appear to be crashes, but aren't; and to reclaim time spent attempting to diagnose problems and poor performance.

The Embrace team is led by Futoran - who previously co-founded Scopely - and also includes Fredric Newberg, first engineer and former CTO of Kontagent (now Upsight); Maggie Shih, who has been involved in several exits at Yahoo, Demand Media and Criteo; and senior engineers from Google and the Symantec Android team. Embrac.io's funding has been led by Eniac Ventures, with participation from The Chernin Group, Techstars Ventures, and BoxGroup, as well as several individual investors.

Web site: www.embrace.io .