The funding was led by Oxx, with participation from Balderton and Kreos, and will be used to scale Latana’s SaaS offering, which provides companies with consumer data and key insights to help track brand and campaign performance.

Since its launch in 2019, as a response to a pressing need for companies to better understand their audiences and brand perception, Latana has been leading the way in the world of brand tracking. Balderton previously led a Series A investment in Dalia Research, CEO & Founder Nico Jaspers’ previous venture.  Nico says that the company is on a mission to answer the ‘ultimate question’ for brands: how does our target audience perceive our brand? In a hyper competitive market, brand is more important than ever. But for too long, brand marketers have been left behind, and have made decisions on ‘gut feeling’, rather than data. Latana set out to change this, and enable brands of any size to measure and track how their target groups perceive them.

Latana has big ambitions for rapid growth. It will scale its marketing and sales operations, grow its consumer-facing product teams, and expand its product offering through R&D. Lantana will also make key Product and Operational leadership hires, in order to further development of its SaaS offering. The company services clients globally, and these growth plans will enable Latana to expand both its product offering, and its core client base from SMBs to larger organisations, which have been traditionally serviced by larger market research firms