In November 2015, Affective Logic raised £387,247 to launch its technology as a SaaS product for smaller enterprises.
Affective Logic’s software helps large companies conceptualise, plan, design, produce, deliver and monitor campaigns across multiple suppliers and markets. Its product, Affect, is a unique system that uses innovations in ‘semantics’ to improve people’s relationships with technology. By anticipating how people think and work, it eases the entire marketing process – from idea to production to market. It operates in the fast-growth marketing technology sector – an industry that is expected to grow in value by 43%, from $22.6 billion in 2015 to $32.3 billion in 2018.
The technology was developed alongside leading advertising agencies, McCann and Martin. The lead investor in this round was Dr. Thorsten Roser, who has a background in innovation and technology, and a passion for fostering business growth. Of Affective Logic, he said, ‘The key indicator for me, before I invested in the company, was to see that there was an outstanding, rapid take-up of the product’.
Where are they now?
Affective Logic is targeting two main market segments, through two variants of their product. The company has a shortlist of over 200 target customers, and has already started engaging its pipeline. The company is in advanced conversations with 2 large agencies, that have grown through their acquisitions of other businesses, and are now looking at Affect as a way to seamlessly integrate the people, processes and technologies of these acquisitions.
Affective Logic already serves numerous paying customers, including General Motors, Aldi and Manpower Group. So far, it’s been proven to deliver substantial benefits; for example, saving General Motors 30% on the operational costs of engaging a pair of agencies to develop and deliver the company’s marketing campaigns.
In September 2015, Affective Logic was selected to feature as one of 100 companies in the UK’s IP League Table.