Insert, an Israeli startup that provides developers with a solution to engage users, announced the close of a $10 million series A funding round this week.
Battery Ventures led the round, and seed round investors Shlomo Kramer, Rakesh Loonkar and Mickey Boodaei participated as well. As a part of the financing, Battery Ventures General Partner Itzik Parnafes will join Insert's board of directors.
Insert has a catalog of pre-built app features that marketers can slot into apps without the need for App Store approval or even coding. Most of the features are built around engagement and communication with users.
The modular pieces don’t relate to core functionality like shopping carts in a retail app, but they do allow the addition of things like demo videos, surveys and graphics.
"Mobile marketers struggle with the rigidity of apps and what can be described as 'creative lag' -- the time it takes to get any new or modified feature into the end-users' devices," stated Shahar Kaminitz, Insert's founder and CEO. "Insert's platform empowers marketers by providing them the ability to quickly add and test various engagement techniques, without relying on developers.”
Being able to offer personalized features is, at this point, par for the course in the app world.
But many marketers have to wait several weeks if they want developers to make something that fits their users’ needs. That isn’t necessarily a bad thing, but users are also notoriously fickle. Having something that can be inserted into an app without code can work to meet short-term demands.