Funnel

The company operates a B2B SaaS model focused on marketing data infrastructure and analytics. It connects to 500+ marketing and sales platforms, ingests and stores historical data in a purpose-built data model, and provides no-code tools for transformation, dashboarding and analytics. On top of this normalised data, it offers advanced measurement combining marketing mix modelling, attribution and incrementality testing, and can export or activate data in external warehouses, BI tools and advertising platforms.

Value is created by reducing manual data collection and transformation work, providing a stable single source of truth for marketing performance, and enabling organisations to run measurement and optimisation workflows without building their own data pipelines. The company further increases stickiness by supporting a wide range of destinations (e.g. BigQuery, Snowflake, S3, Looker Studio) and by integrating measurement directly into the same environment as data preparation and reporting.

Funnel.io is a Sweden-based software company that provides a cloud marketing data and measurement platform. Its core offering ingests, stores and normalises data from hundreds of marketing and sales sources, then feeds this into analytics, dashboards and unified marketing measurement combining marketing mix modelling, attribution and incrementality testing. The platform also exports prepared data to warehouses, BI tools and advertising platforms.

The company generates revenue primarily through SaaS subscriptions sold to organisations that need centralised marketing data and measurement, including in-house marketing teams, analysts, agencies and larger enterprises. It has expanded capabilities through acquisition of a specialist measurement provider (Adtriba) to enhance its unified marketing measurement capabilities on top of its data infrastructure.