The round was led by Lightbank, with participation from Industry Ventures, as well as existing investors TenOneTen Ventures and Jason Calacanis, bringing the company's total investment raised to $11.5 million. The new capital will be used to fuel SparkPlug's aggressive growth plans which include key executive hires and investments into data, development, and behavioral science expertise to continue expanding its category-defining platform.

SparkPlug is the leading incentive management and wage supplementation platform for brick-and-mortar retailers, restaurants, and consumer goods companies. SparkPlug's first-of-its-kind platform gives frontline workers the ability to earn like owners by rewarding them with cash for every sale they make. SparkPlug's fully customizable incentive software also empowers brands and retailers to drive sales by mobilizing in-store employees to serve as influencers, while delivering real-time campaign data to track and manage efficacy.