Multivariate Testing - Maxymiser Secures £2m of Investment Funding

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New investment will help Maxymiser to grow its share of the Onsite Marketing (multivariate testing) sector as company expands in the UK and Europe.

Maxymiser, the leading European provider of Onsite Marketing solutions (including multivariate testing), today announces a substantial ['A round'] investment of £2m from Pentech and Scottish Enterprise's Scottish Co-Investment Fund (SCF) to support the company's next phase of growth.

This investment will be used as working capital to help drive Maxymiser's deployment of its content optimisation solutions and techniques throughout Europe and further enhance the product portfolio.
The Maxymiser portfolio is a unique Conversion Management offering enabling marketers to systematically improve the conversion metrics of their web sites using techniques such as multivariate testing. Unlike many of its competitors the Maxymiser solution is not just a measurement tool; its solutions each combine the capability to generate better content for visitors to your site and isolate the effect that content combinations have on user behaviour. As a result, marketers are able to adapt content automatically and in real time based on statistical evidence of which versions are most popular, leading to higher conversion rates and maximum return-on-investment.

Commenting on the investment, Mark Simpson, Managing Director at Maxymiser says, "As organisations face up to the twin pressures of decreasing budgets and increased accountability, there is a pressing need to attain more value from each customer. Companies are increasingly acknowledging the opportunities presented to them through basic optimisation and the impact this can have on their business, but the market is continually evolving. This investment marks a significant step forward in Maxymiser's development and ensures we can offer an even greater opportunity to increase revenues from their online activity, and reinforces our position at the forefront of the market."

Marc Moens, Partner at Pentech Ventures, comments, "Maxymiser is a dynamic company with an excellent proposition for a wide range of international companies across numerous sectors. With its clear strategic vision, market-leading solutions and strong management team, we believe the company is well positioned to build on its market leading position in the UK and become a major player worldwide. The rapid take-up of the Maxymiser solutions in the UK, especially within the tough economic environment we are all experiencing, denotes the strength of its proposition."

About Maxymiser

Maxymiser Onsite Marketing enables organisations to manage their conversion metrics and increase the effectiveness of any website's content and design to deliver key metrics such as sales and click through rates. Maxymiser multivariate testing gives clear statistical proof of what content and designs work most successfully in converting site visitors and those which fail to do so, enabling marketers to refine content and design to deliver increasing ROI. Maxymiser's solutions include Content MVT for multivariate testing, Content Delta for advanced visitor segmentation and Content BT for onsite behavioural targeting. Founded in 2006, Maxymiser is the leading European provider of Onsite Marketing solutions, serving over 60 clients and partnering with many industry leading organisations.

About Pentech Ventures

Pentech Fund I was launched in July 2001 to invest in early stage software companies in the UK and Ireland, and made 11 investments, three of which have exited, with the remaining portfolio at varying stages of development. Pentech Fund II was launched in November 2007, and will invest in UK/Eire companies in enterprise software, telecoms software, Internet, mobile, embedded applications, and tech media.

The Pentech Partners and Advisory Group Members have gained considerable experience in founding, developing and exiting software businesses, both in Europe and in the US, with a number of the Advisory Group team being based in the US. Pentech utilizes the wide experience of the team, together with our international network of industry contacts, to identify software opportunities with global potential, and to work with these companies to realize that potential.
The Pentech Fund is managed by Pentech Ventures LLP, and numbers the European Investment Fund amongst its investors. Pentech Ventures is regulated by the FSA.

Scottish Co-Investment Fund (SCF)

The Scottish Co-Investment Fund is a £72 million equity investment fund set up by Scottish Enterprise and part funded by the European Regional Development Fund (ERDF). Its mission is to invest from £100,000 to £1,000,000 in company finance deals of up to £2 million.


The European Investment Fund (EIF)'s central mission is to support Europe's small and medium-sized businesses (SMEs) by helping them to access finance. The EIF designs and develops venture capital and guarantees instruments which specifically target this market segment. In this role, the EIF fosters EU objectives in support of innovation, research and development, entrepreneurship, growth, and employment.

The EIF total commitment to Private Equity funds amounted to over EUR 4.5bn at end August 2008. With investments in over 290 funds, the EIF is a leading player in European venture due to the scale and the scope of its investments, especially in high-tech and early-stage segments.
The EIF commitment in guarantees totalled over EUR 11.6bn in some 190 operations at end August 2008, positioning it as a major European SME guarantees and securitisation actor and a leading micro-finance guarantor.

Since its activities began, the EIF has indirectly supported some 810,000 SMEs and has thus tremendously contributed to economic growth and development in Europe.

EIF's investment is partly funded by the European Union, through the Competitiveness and Innovation Framework Programme (CIP). Under the CIP, there is a EUR 1.1bn facility managed by EIF, which is split between Venture Capital and Guarantees. It covers the period 2007- 2013. CIP's objectives are to generate economic growth and create more jobs as well as boost productivity, competitiveness and innovation in the EU. The Financial Instruments optimise the use of European Union funds to support SMEs' access to finance.


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Lisa Williams (ITPR)
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