FJ Labs

FJ Labs is a venture capital firm based in New York, founded in 2015 by Fabrice Grinda. The firm is stage-agnostic, focusing on marketplaces and consumer-facing startups, with a particular emphasis on sectors such as B2B, B2C, financial services, mobile technology, advertisement technology, e-commerce, food technology, gaming, health technology, real estate technology, restaurant technology, ridesharing, SaaS, and virtual reality. FJ Labs invests primarily in seed and Series A rounds, with an investment range between $50,000 and $5,000,000. The firm has backed notable companies including Alibaba Group, Beepi, BrightRoll, Betterment, ADORE ME, and Earnest.

Matias Barbero

Venture Capital

Zineb Belghiti

Analyst

Camila Bustamante

Investor

William Guillouard

Operating Partner

Arne Halleraker

Partner

Erez Kalir

Venture Partner

Chris Keshian

Investor

Ariel Lebowits

CFO

Jose Marin

Founding Partner

Anshul Ruparell

Founder

Luke Skertich

Investor

Andrea Xu

Investor

Past deals in Mobile Advertising

Blidz

Seed Round in 2022
Blidz is a mobile shopping app founded in 2017 and headquartered in Helsinki, Finland. It operates in the US, Canada, and Australia, offering a unique online shopping experience that combines gamification and artificial intelligence. Inspired by the Chinese platform Pinduoduo, Blidz transforms the traditional shopping process into an engaging activity by incorporating game mechanics that make finding deals entertaining. The app provides tailored offers and innovative flash deals, enhancing user engagement while allowing customers to enjoy the thrill of a bargain hunt.

optilyz

Series A in 2020
optilyz GmbH is a Berlin-based company founded in 2015 that specializes in direct mail marketing automation. Its platform allows clients to efficiently design and manage customer addresses, track campaign performance, and integrate seamlessly with Customer Relationship Management (CRM) systems. The service includes data mapping, address review, and the ability to run recurring campaigns. By offering a user-friendly tool for printing and sending letters, postcards, and self-mailers, optilyz enables companies to treat direct mail as an online channel, enhancing personalization and integration within cross-channel marketing strategies. The platform also provides analytics tools to optimize campaigns, helping businesses reduce customer acquisition costs in offline marketing. Notably, optilyz has gained traction among innovative companies and major brands across Europe.

BrandTotal

Series B in 2020
BrandTotal Ltd operates a marketing intelligence platform focused on enhancing the effectiveness of marketing campaigns by addressing the challenges of dark marketing. Founded in 2016 and based in Tel Aviv, Israel, the company provides insights into competitive strategies and performances, allowing businesses to measure key performance indicators effectively. By leveraging cyber security, machine learning, and artificial intelligence, BrandTotal's platform enables users to reverse-engineer competitors' marketing strategies, thereby gaining a competitive edge. It collects and consolidates data from various digital channels, offering real-time visibility into brands' marketing activities. This comprehensive approach allows marketing teams to identify threats and opportunities within the digital landscape, enabling them to adjust strategies promptly and make informed decisions.

Gamezop

Series A in 2020
Gamezop develops HTML5 games. HTML5 games do not have to be installed as apps and are not tied to any particular operating system (i.e. these games work across Android, iOS, Windows, etc.). These games are device-agnostic as well and can run on feature phones, smartphones, desktops, smart TVs, in-flight entertainment systems, etc. The company leverages the distribution network of various messengers, browsers, entertainment apps, telecom operators, and gaming websites to publish its games. These distribution partners get access to a rich product suite (APIs, SDKs, white-labeled PWA, bots, revenue, and analytics dashboard) during and after integration with Gamezop.

AdHawk

Series B in 2019
AdHawk, now operating as Broadlume, is a leading provider of digital technology tailored specifically for the flooring industry. Founded in 2015 and based in Boulder, Colorado, the company aggregates advertising data and integrates it with revenue metrics, offering organizations valuable insights into their sales performance. Broadlume encompasses several companies, including FloorForce, Creating Your Space, Bridgeway Interactive, and FlooringStores, collectively working to transform the purchasing and selling processes within the flooring market.

BrandTotal

Series A in 2018
BrandTotal Ltd operates a marketing intelligence platform focused on enhancing the effectiveness of marketing campaigns by addressing the challenges of dark marketing. Founded in 2016 and based in Tel Aviv, Israel, the company provides insights into competitive strategies and performances, allowing businesses to measure key performance indicators effectively. By leveraging cyber security, machine learning, and artificial intelligence, BrandTotal's platform enables users to reverse-engineer competitors' marketing strategies, thereby gaining a competitive edge. It collects and consolidates data from various digital channels, offering real-time visibility into brands' marketing activities. This comprehensive approach allows marketing teams to identify threats and opportunities within the digital landscape, enabling them to adjust strategies promptly and make informed decisions.

HOOCH

Seed Round in 2018
Hooch Inc. operates a subscription-based mobile application that provides its members with access to cocktail drinks at a network of bars in New York and Los Angeles. Available on both Android and iOS platforms, the app is designed to enhance the user experience by offering rewards, including cashback and exclusive perks, when members travel, shop, or dine with global partners. Based in New York, Hooch aims to create a unique social experience for its users while promoting local bars.

mParticle

Series C in 2017
mParticle, Inc. is a customer data platform designed to assist multi-channel consumer brands in accelerating their growth strategies. Founded in 2012 and headquartered in New York, the platform enables marketers, developers, product managers, and data scientists to unify data and streamline partner integrations with a focus on security and reliability. By collecting user data from various services, mParticle provides a comprehensive view that enhances marketing, advertising, and analytics efforts across web and mobile applications. Its solutions are utilized by notable companies such as Walmart, NBC Universal, and Airbnb to effectively manage their customer interactions throughout the buying process. mParticle serves a diverse range of industries, including retail, financial services, media, and travel, ensuring compliance with regulations like GDPR. The company also has offices in San Francisco, Bellevue, London, and Delray Beach.

Knowde

Pre Seed Round in 2017
Knowde is an online marketing platform and marketplace focused on the chemicals and ingredients sector. It facilitates connections between suppliers and customers by allowing users to create product pages that enhance visibility in search engine results. The platform leverages advanced technologies, including deep learning, to streamline the trading process for chemicals, polymers, and industrial ingredients. By enabling clients to search, filter, sample, quote, and purchase products conveniently, Knowde aims to simplify the sourcing experience, making it easier for customers to compare offerings from various suppliers worldwide. The service is designed to be user-friendly, allowing businesses to build their product pages quickly and begin their marketing efforts at no initial cost.

Ibotta

Series C in 2017
Ibotta, Inc. is a mobile application that enables users to earn cash back on purchases made both online and in-store. Founded in 2011 and based in Denver, Colorado, the app allows users to receive money by uploading receipts or linking loyalty accounts with select retailers, facilitating receipt-free earnings. Ibotta partners with a variety of leading brands and retailers to provide real cash back on a wide range of products and services, including groceries, travel, electronics, clothing, and dining. Additionally, the company operates the Ibotta Performance Network, which serves as a platform for consumer packaged goods brands to deliver digital promotions efficiently.

Meliuz

Series B in 2017
MÉLIUZ S.A. operates a cashback program in Brazil. Its portal that offers free of charge, discount coupons from the online stores and returns part of the amount spent directly to the bank account. The company was founded in 2011 and is based in Belo Horizonte, Brazil.

Muzz

Seed Round in 2017
Muzz, formerly known as muzmatch Limited, is an online dating platform specifically designed for Arab and Muslim singles seeking meaningful relationships. Founded in 2014 and based in Ilford, United Kingdom, Muzz offers a free mobile application for both iOS and Android users. The app allows individuals to search for partners while maintaining privacy through features such as hidden photos and the use of nicknames. Users can also include a chaperone in their conversations, enhancing security and comfort. Muzz prioritizes user safety by verifying profiles through selfie verification, SMS confirmation, and GPS location checks. In addition to its free services, Muzz offers premium memberships and products like Instant Match, aiming to assist members in finding compatible partners globally.

Pollen

Seed Round in 2017
Pollen is a developer of an advertising platform aimed at assisting small and medium-sized online retailers in acquiring new customers through targeted advertising. The platform utilizes consumers' browsing, buying, and abandonment behavior to serve highly relevant ads across Facebook and Display networks. By leveraging actual browsing data, Pollen enables retailers to engage effectively with potential customers interested in their specific products, ultimately enhancing customer acquisition and boosting revenue.

Auction Mobility

Seed Round in 2016
Auction Mobility, LLC is a technology company that specializes in providing mobile, tablet, and web solutions for the auction industry. Founded in 2014 and based in Boston, Massachusetts, the company offers a customized auction software platform designed to enhance the digital presence of auction houses. Its mobile-first and white-labeled platform enables clients to manage their auctions through features such as live bidding, streamlined consignment processes, and comprehensive cataloging. Auction Mobility's technology facilitates increased participation by allowing bidders to engage from various devices, thereby helping auction houses optimize their revenue. The platform is utilized by some of the world's largest auction houses to improve their digital interactions and analytics, ultimately enhancing the overall auction experience for buyers and sellers.

Meliuz

Series A in 2016
MÉLIUZ S.A. operates a cashback program in Brazil. Its portal that offers free of charge, discount coupons from the online stores and returns part of the amount spent directly to the bank account. The company was founded in 2011 and is based in Belo Horizonte, Brazil.

Traction

Convertible Note in 2016
Traction, Inc. is a marketing technology company based in San Francisco, California. It offers a platform designed to connect clients with a multi-channel marketing team that aims to optimize budgets and enhance the success of marketing campaigns. The Traction platform addresses various client needs, including web development, app creation, content marketing, e-commerce solutions, and demand generation. By providing tailored marketing services, Traction seeks to empower businesses to effectively reach their target audiences and achieve their marketing objectives.

optilyz

Seed Round in 2016
optilyz GmbH is a Berlin-based company founded in 2015 that specializes in direct mail marketing automation. Its platform allows clients to efficiently design and manage customer addresses, track campaign performance, and integrate seamlessly with Customer Relationship Management (CRM) systems. The service includes data mapping, address review, and the ability to run recurring campaigns. By offering a user-friendly tool for printing and sending letters, postcards, and self-mailers, optilyz enables companies to treat direct mail as an online channel, enhancing personalization and integration within cross-channel marketing strategies. The platform also provides analytics tools to optimize campaigns, helping businesses reduce customer acquisition costs in offline marketing. Notably, optilyz has gained traction among innovative companies and major brands across Europe.
MessageYes' mission is to help people effortlessly discover and purchase items they love using their mobile phones. MessageYes is the first platform to offer frictionless e-commerce over mobile messaging for brands looking to engage and transact directly with their customers. Leveraging artificial intelligence (AI), human-assisted AI, and integrated payments, the MessageYes platform learns from customer feedback to make the experience serendipitous to each person and brand. Message recipients simply reply "Yes" to instantly buy from their mobile phones.

Virool

Series A in 2016
Virool, Inc. is a company that specializes in a native video advertising platform aimed at brand marketers. Founded in 2011 and based in San Francisco, with additional offices in New York, St. Petersburg, Toronto, and Los Angeles, Virool enables brands to host videos, design targeted campaigns, and analyze performance results online. Its platform serves both advertisers and publishers, offering a supply-side solution for publishers to maximize revenue and a programmatic distribution system for advertisers to enhance brand impact through real-time analytics and emotional insights. Over its operational years, Virool attracted more than 30,000 global advertisers and partnered with over 100,000 online and mobile publisher properties. The platform has been utilized by major brands such as Coca-Cola, Disney, and Sony to effectively engage audiences and elevate brand presence. Virool was acquired by Turgo in October 2017 and has raised significant funding from notable investors, including Y-Combinator and Menlo Ventures.

SelfMade

Seed Round in 2016
SelfMade, Inc. is a New York-based technology company that specializes in image transformation and sharing, particularly tailored for social media. Established in 2015, it provides a members-only mobile application that employs artificial intelligence and proprietary technology to connect users with professional photo editors and social media strategists. This platform enables individuals and brands to enhance their online presence by offering personalized photo editing services and strategic social media support. Users can determine their brand aesthetic, develop growth strategies, and optimize posting schedules, making professional-grade marketing accessible to a broader audience. By democratizing access to high-quality image editing and social media management, SelfMade empowers its members to effectively express and grow their personal brands.

Meliuz

Seed Round in 2015
MÉLIUZ S.A. operates a cashback program in Brazil. Its portal that offers free of charge, discount coupons from the online stores and returns part of the amount spent directly to the bank account. The company was founded in 2011 and is based in Belo Horizonte, Brazil.

AppNexus

Series F in 2015
AppNexus Inc. develops a cloud-based software platform that enhances programmatic online advertising for both buyers and sellers of digital inventory. Founded in 2007 and headquartered in New York City, the company offers various tools that optimize campaign performance, including trading solutions and marketplaces for internet advertising. Its platform enables advertisers to create trading desks, advertising networks, and custom exchanges. Additionally, AppNexus provides a digital advertising delivery platform that helps publisher clients maximize revenue from multiple demand sources. Key offerings include the AppNexus Publisher Suite for ad serving and campaign management, as well as PriceCheck, a header bidding solution for various ad formats. The AppNexus Apps program allows third-party technology vendors and existing customers to develop features and expand their reach. AppNexus operates as a subsidiary of Xandr, Inc. and maintains offices in the U.S. and internationally.

Button

Series A in 2015
Button (usebutton.com) is the mobile commerce technology company that is powering a commerce-driven internet. As the leading mobile commerce enablement platform, Button powers mobile growth for the world's largest brands and publishers, while offering consumers more seamless, enjoyable experiences. With each action taken, brands make sales, publishers earn revenue, and consumers get exactly what they want at the tap of a button. Founded in 2014, Button has driven over $3 billion in spending to date and has raised over $64 million in venture capital.

Meme

Seed Round in 2015
Meme is a New York-based company that specializes in designing, developing, and publishing social casino games. Its portfolio includes the popular Xtreme Slots, which is played globally, offering an engaging and social experience for mobile players across various countries. Meme's games are designed to be accessible on all major mobile and computing platforms, catering to a diverse audience and ensuring that users of all ages can enjoy their gaming applications. The company focuses on creating enjoyable, interactive experiences that foster social connections among players.
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