• by Ray Schultz , February 18, 2019

Influitive Corp., provider of a cloud-based customer advocacy platform, has secured $10 million in equity and debt financing.

The financing was led by Georgian Partners and Comerica Bank. Also participating were Relay Ventures and Export Development Canada.

The funding will accelerate investments in the firm's AdvocateHub platform, a product that facilitates the creation of communities in which customers and prospects can participate as advocates, the company says.

The firm hopes to build in better usability, streamlined administration, scalability and performance improvements that could presumably affect marketing via email and other channels.

The company concedes that it is acting in response to client demand.

“We founded Influitive based on the idea that the most successful sales and marketing comes from advocates,” states Mark Organ, CEO of Influitive. “But only through listening to our own customers, have we come to appreciate that we were focused too narrowly.”

He adds: “We needed to think bigger to understand the impact that customers can have across nearly every function within an organization.”

Influitive also plans to add team community managers and advocate managers. In addition, is expanding its Canadian operation to Halifax, Nova Scotia.

The firm hopes to “invite more customer advocate and go beyond marketing and sales.”