Funnel.io Inc is a marketing technology company that specializes in data collection and reporting. Their key platform, Funnel, automates the process of gathering marketing data from various sources for better analytics. Founded in 2014 and based in Stockholm, they serve clients across diverse industries, enhancing data-driven decision-making.
Founded: 2014
Headquarters: Stockholm, Sweden
Revenue: 25m_100m
Website: https://www.funnel.io
Funnel is a Swedish B2B SaaS company headquartered in Stockholm that develops a marketing intelligence platform for marketing and data teams. The platform automates the collection, normalization, and distribution of marketing data from hundreds of advertising, analytics, CRM, and e-commerce sources into BI tools, data warehouses, and dashboards. The company operates across three primary product areas: data integration (Data Hub), reporting and visualization, and advanced marketing measurement.
Funnel develops a cloud-based marketing intelligence platform that serves marketers, data analysts, and agency teams seeking to centralize performance data from disparate marketing channels [1][3]. Its core product, the Data Hub, automatically collects, models, and normalizes marketing data from over 600 sources—including advertising platforms, CRM systems, and e-commerce tools—and routes the output to BI tools such as Tableau, Looker, and Power BI, or to cloud data warehouses including Google BigQuery, Snowflake, and Amazon Redshift [2][6]. Beyond data integration, the platform encompasses a reporting and visualization layer and, since 2024, a measurement suite combining marketing mix modeling (MMM), multi-touch attribution (MTA), and incrementality testing, marketed as Funnel Measure [1][4]. The company also provides MCP-compatible interfaces enabling users to query marketing data through AI tools such as Claude and ChatGPT [1]. Funnel operates on a SaaS model with a Flexpoints-based pricing structure that scales with connector usage, data destinations, and refresh frequency [6]. It serves e-commerce brands, B2B organizations, media agencies, and global agency networks [3][8].
Funnel was founded in Stockholm in 2014 by Fredrik Skantze (CEO) and Per Made, who had previously built Qwaya, an advertising tool for Facebook [9]. The company opened a second office in Boston, Massachusetts in 2016 [13]. In September 2017 it raised approximately €8.3 million (~$10 million) in a Series A round led by Balderton Capital, whose partner Suranga Chandratillake joined the board [13]. In January 2020, Funnel closed a €42.6 million (~$47 million) Series B round [13]. In October 2021, the company raised $66 million in a pre-IPO round led by the Fourth Swedish National Pension Fund (AP4) and Stena Sessan, with participation from existing investors including Balderton Capital, Eight Roads, F-Prime, Oxx, and Industrifonden; the round was described as the final private financing before a planned Nasdaq Stockholm IPO [12]. In January 2026, Funnel secured an $80 million debt facility from HSBC Innovation Banking and Hercules Capital, replacing a prior $58 million debt arrangement, to support growth and product development [60]. The company's total funding has been reported at approximately $131–146 million across equity and debt rounds, depending on the source and vintage [14][20]. In June 2024, Funnel acquired Hamburg-based marketing measurement firm Adtriba, integrating Adtriba's machine-learning-powered MMM and multi-touch attribution technology into its platform; Adtriba's CEO János Moldvay became VP of Measurement at Funnel [21][24].
Funnel operates in the marketing data integration and intelligence category, competing for mid-market and enterprise budgets alongside purpose-built marketing ETL tools and broader analytics platforms [5][44]. The company has reported over $50 million in Annual Recurring Revenue (ARR), a figure cited in its own June 2024 press release at the time of the Adtriba acquisition [21]. The company states that in 2025, 11% of global digital advertising spend was processed through its platform [2]. Funnel has appeared multiple times on the Financial Times FT 1000 list of Europe's fastest-growing companies, including the eighth annual ranking published in March 2024 [9][55]. Notable enterprise clients include Havas Media Network, Publicis, Adidas, Sony, Home Depot, and Uber, as sourced from company press releases and partner announcements [57][60]. In January 2025, Funnel announced a five-year expanded partnership with Havas, covering data organization and quality capabilities for Havas' more than 23,000 employees across 100 countries [51]. The company partners with Google Cloud for data infrastructure and integrations [9]. As of mid-2026, Funnel serves over 3,000 companies across more than 60 countries, per its own website [2][5].
Funnel operates in a contested segment that includes marketing-specific ETL platforms and enterprise analytics tools. According to review platform G2, the most frequently cited alternatives to Funnel are Supermetrics, Adverity, Improvado, TapClicks, and Salesforce Marketing Cloud Intelligence (formerly Datorama) [32]. Third-party reviewers position Supermetrics as the most comparable direct alternative, particularly for smaller teams using spreadsheet-centric workflows, while Adverity and Improvado are characterized as more suitable for complex enterprise data governance requirements [5]. G2 comparison data notes that reviewers found Funnel easier to use and administer than Improvado, though overall business preference was rated higher for Improvado in that specific comparison [33]. For general-purpose ETL pipeline needs, Fivetran is positioned as a competing infrastructure choice that some organizations use in conjunction with dbt and a BI tool instead of a marketing-specific hub [5]. Funnel's differentiation relative to competitors is described by third-party reviewers as resting on its depth of marketing-specific connector library (600+ sources), its no-code interface for marketers, and, following the Adtriba acquisition, its integrated measurement capabilities (MMM, MTA, incrementality) within a single platform [44][22]. A documented criticism distinguishing Funnel from lower-cost competitors is its Flexpoints usage-based pricing model, which multiple review sources describe as generating unpredictable cost escalation as connector and destination usage grows [6][48].