Aptrinsic, a startup that enables software companies to personalize their product experience to acquire, retain, and grow their customers, has announced a $7.2 million Series A funding round co-led by Storm Ventures and Opus Capital.

Aptrinsic was founded by Chief Executive Officer Nick Bonfiglio, who was formerly EVP of Global Product at industry-leading marketing automation company Marketo, and Chief Product Officer Mickey Alon, previously founder and CEO of Insightera (acquired by Marketo in 2013).

"Your product is your best sales tool and our mission is to help our customers unlock its potential," said Bonfiglio. "The Aptrinsic platform empowers companies to increase the lifetime value of every customer by using behavioral data to deliver personalized in-product journeys and moments of engagement. This enables companies to transform their software products into a primary customer acquisition channel."

Aptrinsic maximizes the customer lifetime value for any SaaS product

To create richer and more personalized product experiences, software companies need to aggregate various types of customer data - not just profile data, but account and product behavioral data, too. However, that's only the first half of the equation. Companies must also possess the in-product capabilities to create real-time engagements and experimentations, especially around "aha!" moments in the product. Without both halves of the equation, SaaS companies are simply flying blind.

Aptrinsic provides SaaS companies with all three of these mission-critical elements: user, account, and product behavioral data, coupled with the capabilities to leverage this data into real-time omnichannel engagements and the ability to experiment.

"Leading companies are fundamentally changing the way they think about customer experience and customer engagement," said Alon. "In an Everything-as-a-Service world, we're seeing more companies transitioning into a product-led go-to-market strategy that relies on providing access to a product early in the buying process, and then using customer behavior as a primary driver of customer acquisition, retention, and expansion."

"The Aptrinsic leadership team built very successful products at Marketo and Insightera. Now, they want to help others build successful products by creating personalized product experiences," said Tae Hea Nahm, managing director at Storm Ventures.

For additional information or to request early access to the Aptrinsic platform, please visit www.aptrinsic.com. To learn more about how to design and implement a product-led go-to-market strategy, please follow our blog www.intrinsicpoint.com.

About Opus Capital
Opus Capital Ventures was formed by a team with a long history of successful investing and operating experience. Our primary focus is early-stage funding of technology companies. Their primary objective is helping committed entrepreneurs build successful companies. www.opuscapitalventures.com

About Storm Ventures
Storm Ventures is a Silicon Valley-based VC firm focused on building enterprise leaders - as the first or early investor. Storm's current enterprise software investments include Algolia, AtScale, Digital Shadows, Engagio, Guidespark, MobileIron, Pipedrive, SourceClear, Swiftstack, and Talkdesk. www.stormventures.com

About Aptrinsic
Your product is your best sales tool - we help unlock its potential. Aptrinsic is a personalized product experience platform that helps companies acquire, retain, and grow customers by creating real-time, personalized engagements driven by product usage. With Aptrinsic, companies can implement an effective product-led go-to-market strategy that will increase product adoption and customer lifetime value. Aptrinsic provides product managers and marketers with tools to make informed decisions on what to build next, collect relevant feedback from the right customers, and guide prospects and customers to "aha!" moments. www.aptrinsic.com