Funnel
Funnel is a Stockholm-based SaaS company that operates an AI-native marketing intelligence platform connecting 600+ marketing data sources to 40+ destinations for 3,000+ marketers, agencies and data teams worldwide.
- Company typePublic
- Founded2014
- HeadquartersStockholm, Sweden
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What Funnel does
Funnel is a Stockholm-based SaaS company, founded in 2014 and organized under the Swedish public limited company Funnel Holding AB (publ), that operates a marketing intelligence platform for collecting, normalizing and activating marketing data. The platform combines a governed Data Hub with 600+ managed connectors, a built-in semantic layer and 40+ export destinations, and adds four modular capability layers on top: Funnel Measure (always-on MMM, Data-Driven MTA, incrementality testing and triangulation, priced by ad spend), Funnel Dashboards and Funnel Report (no-code visualization and templated reporting), Funnel Activate (Conversion API activation sending hashed first-party conversion data to Meta, TikTok, LinkedIn, Google, Microsoft, Snapchat and Pinterest), and an agentic AI surface delivered through Funnel MCP (Model Context Protocol) that connects the data layer to Claude, ChatGPT and Cursor. A 2024 acquisition of Hamburg-based Adtriba supplied the ML measurement technology underpinning Funnel Measure.
The company serves 3,000+ customers worldwide, processing $80 billion in annual ad spend (11% of global digital ad spend in 2025) and exporting 200 billion+ rows per day. Its customer base spans marketing agencies (a primary persona via the 100+ Solution Partner Program including Artefact, Storeis, Monks and fifty-five), in-house marketers and CMOs, data engineering teams, and B2C/B2B brands such as Uber, Adidas, Samsung, Sony, Spotify, Sephora, Klarna and Home Depot. Funnel employs approximately 350 people across offices in Stockholm, Boston, Hamburg and Sydney, with regional subsidiaries in the UK, Ireland, Germany and Australia.
The business model is hybrid subscription plus usage-based: Starter plans start at $300/month, Business at $600/month, and Enterprise and Advanced Measurement are custom-priced, all billed annually with a freemium entry tier. Capacity-based Flexpoints (priced per connector, account, visualization and warehouse destination) provide a land-and-expand usage lever, and the company has raised more than $100 million in cumulative equity funding plus an $80 million debt facility from HSBC Innovation Banking and Hercules Capital in January 2026. Distribution runs through direct enterprise sales, self-serve PLG, a two-tier channel partner program, official OEM partnerships with Microsoft, Google and Tableau, and the emerging agentic distribution surface via Funnel MCP.
Funnel firmographics
Firmographics- Name
- Funnel
- Legal name
- Funnel Holding AB (publ)
- Website
- https://funnel.io
- Company type
- Public
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Funnel is a Stockholm-based SaaS company that operates an AI-native marketing intelligence platform connecting 600+ marketing data sources to 40+ destinations for 3,000+ marketers, agencies and data teams worldwide.
- Ownership category
- akta.pro rank
Funnel industry classification
Industry- Product category
- Marketing Intelligence Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Computer Processing & Data Preparation (7374)
- akta.pro primary industry
- Data Sharing, Data Exchange & Data Marketplace Platforms (HDAEABAH)
- akta.pro secondary industries
- Query Engines & SQL Analytics Layers for Warehouses/Lakes (HDAEABAI), Semantic Layer, Metrics Store & Headless BI (HDAEAMAE), iBPMS (Intelligent BPM Suites) & Process Automation Suites (HDAEAHAG)
Keywords
Where Funnel is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Markets served
Funnel business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription SaaS plans (Starter, Business, Enterprise): Annual or monthly subscription tiers — Starter from $300/month, Business from $600/month, Enterprise custom — billed annually; each tier unlocks a fixed set of connectors, reporting destinations, users, and features.
- Flexpoints (Usage-Based Capacity): Capacity-based add-on priced in Flexpoints: 50 FP per connector, 5 FP per connected account, 150 FP per visualization destination, 300 FP per data warehouse destination. Customers can add Flexpoints to any plan mid-subscription, enabling land-and-expand usage-based revenue.
- Funnel Measure (Measurement Add-on): Outcome/tied-to-ad-spend pricing for Digital Measurement (e.g., $2,250/month at $500K–$1M monthly ad spend, billed annually) and custom-priced Advanced Measurement for brands with online and offline media; bundles MMM, MTA, incrementality testing, and triangulation.
- Free Subscription / Freemium: Free Subscriptions with restricted workspaces, Flexpoints and features, offered as a funnel for paid conversion (terms allow Funnel to discontinue free plans at any time).
- Solution Partner Program (referral revenue share): Two-tier Solution Partner Program offering co-selling, lead sharing, and revenue share with 100+ certified implementation partners, creating a partner-sourced revenue channel.
- Implementation / Professional Services: Implementation services packages available on Business and Enterprise plans via the Solution Consulting team; no setup or implementation fees but packaged services for complex migrations (general terms section 3.5).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Starter plan — connects the most popular 121 connectors and 3 reporting destinations for entry-level marketing reporting. |
| Hybrid | Annual | Business plan — advanced Data Hub with 579 connectors, all reporting destinations, and optional Funnel Measurement add-on. |
| Subscription | Multi-year contract | Enterprise plan — 590 connectors, 27 export destinations, enterprise governance, EU Data Center, custom integrations. |
| Outcome Based/ Performance | Annual | Funnel Measure — Digital Measurement for digital-only brands (tiered by ad spend). |
| Outcome Based/ Performance | Annual | Funnel Measure — Advanced Measurement for brands with online and offline media. |
| Freemium | Pay-as-you-go | Free Subscription tier. |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels11 records
Funnel product offering
Product offeringCore offering
Funnel provides an AI-native marketing intelligence SaaS platform built around a central Data Hub that connects to 600+ marketing data sources, normalizes and stores the data, and distributes it to 40+ destinations including data warehouses, BI tools, and ad platforms. On top of the Data Hub, the company offers modular capabilities for measurement (MMM, MTA, incrementality testing via Funnel Measure), reporting and dashboards (Funnel Dashboards, Funnel Report), first-party conversion data activation (Funnel Activate), and agentic AI access via Funnel MCP for tools such as Claude, ChatGPT and Cursor.
Product overview
Funnel is a single, AI-native marketing intelligence platform that combines a core governed Data Hub with modular capabilities for measurement, reporting, activation, and agentic AI workflows. The Funnel Data Hub serves as the central data layer connecting 600+ marketing sources and exporting to 40+ destinations, on top of which the company layers Funnel Measure (MMM/MTA/incrementality add-on), Funnel Dashboards (built-in visualization), Funnel Report (templated reporting), Funnel Activate (Conversion API data activation), Funnel AI and Funnel MCP (conversational/agentic AI), Funnel Portals (client-facing dashboard sharing), and the acquired Adtriba measurement technology. Together these form an integrated stack that replaces fragmented ETL, attribution, and reporting tooling for marketers, data teams, and agencies.
Differentiator
Problem solved
Functional benefit
Brands
- Funnel: Core marketing data hub / marketing intelligence SaaS platform connecting 600+ marketing data sources to 40+ destinations.
- Funnel Activate
- Funnel Measure
- Funnel Dashboards
Products and services
- Funnel Data Hub Centralized governed marketing data layer that collects, stores, models, and normalizes marketing data from 600+ connectors with a built-in semantic layer, delivering cleaned, governed data to warehouses, BI tools, dashboards, and AI agents.
- Funnel Measure Triangulation-based marketing measurement add-on that combines always-on Marketing Mix Modeling (MMM), Data-Driven Multi-Touch Attribution (MTA), and incrementality testing; offered in Digital Measurement and Advanced Measurement tiers priced by monthly ad spend.
- Funnel Dashboards No-code drag-and-drop dashboarding product built directly on the Funnel Data Hub with pre-built templates (e.g., Shopify Black Friday, Paid Ads Overview), generally available from March 2024.
- Funnel Report Reporting capability that lets users send Funnel data to Looker Studio, Power BI, Tableau, Google Sheets, or Excel, or build reports directly in Funnel using pre-built templates and a drag-and-drop interface.
- Funnel Activate No-code Conversion API workflow that sends privacy-safe (SHA-256 hashed) first-party conversion data to Meta, Google, TikTok, LinkedIn, Microsoft, Snapchat, and Pinterest to improve ad matching, bidding, and conversion outcomes.
- Funnel AI AI assistant within Funnel that lets marketers submit natural-language questions about their marketing and measurement data and receive plain-language answers and insights.
- Funnel MCP Model Context Protocol (MCP) server that connects Funnel to external AI assistants such as Claude, ChatGPT, Cursor or any MCP-compatible tool, enabling agentic workflows that query marketing data and measurement without exporting datasets.
- Funnel Portals Secure, branded portals for sharing dashboards and campaign insights with clients or colleagues without giving them access to the Funnel app; supports unlimited portals with custom branding on Business and Enterprise tiers.
- Free UTM Builder Free standalone tool that generates clean UTM-tagged campaign URLs with optional lowercase normalization and space-to-dash conversion, used to enforce UTM conventions before data enters Funnel.
Companies that use Funnel
Customer profileNamed customers45 records
Segments8 records
Ideal customer profiles4 records
Funnel technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration54 records
AI capability4 records
Feature8 records
Funnel partnerships and signals
Strategic signalPartnerships
26 partnerships are on record, tiered flagship proof-of-concept partner for agentic ai rent payment, strategic acquisition; co-development partner post-acquisition, official distribution partner for power bi and microsoft ads, official distribution partner for google ecosystem, official distribution partner for bi visualization, core cloud infrastructure provider, strategic activation partner (conversion api), major crm integration partner, strategic data warehouse destination, flagship global consulting solution partner, flagship italian analytics solution partner, major global agency solution partner, flagship joint customer case study, certified solution partner (italy), certified solution partner and certified solution partner (finland).
- BH Managementflagship proof-of-concept partner for agentic ai rent paymentPartnered with Funnel to process the world's first rent payment inside ChatGPT in February 2026. BH Management is a multifamily owner and manager with over 93,000 units nationwide. The milestone used existing Funnel workflows and security systems to demonstrate conversational AI for renter interactions.
- Adtribastrategic acquisition; co-development partner post-acquisitionAcquired by Funnel in June 2024. Adtriba is a Hamburg-based marketing measurement company whose machine-learning measurement tools are used by brands like FlixBus and Montblanc. The deal combines Adtriba's ML measurement technology with Funnel's data hub to deliver unified marketing impact analysis.
- Microsoftofficial distribution partner for power bi and microsoft adsFunnel is an official partner of Microsoft, with native Power BI and Microsoft Ads Conversions API integrations. Supports Funnel as a destination for Microsoft Advertising data and Power BI reporting.
- Googleofficial distribution partner for google ecosystemFunnel is an official partner of Google, with native Looker Studio, Google Ads, Google Analytics, Google Search Console, BigQuery, Google Cloud Storage, and Google Sheets integrations as well as Conversion API for Google Ads.
- Tableau (Salesforce)official distribution partner for bi visualizationFunnel is an official partner of Tableau, delivering marketing data straight to Tableau with native integration as a reporting destination.
- Amazon Web Services (AWS)core cloud infrastructure providerAWS is named as a primary cloud service provider for data hosting in Funnel's Modern Slavery Statement and powers Funnel's Amazon S3 export destination.
- LinkedIn (Microsoft)strategic activation partner (conversion api)Featured Funnel technology partner powering the LinkedIn Conversions API integration; Funnel Activate sends first-party conversion data to LinkedIn for better optimization.
- HubSpotmajor crm integration partnerFunnel technology partner offering HubSpot Companies and HubSpot Contacts data sources for Funnel Data Hub.
- Snowflakestrategic data warehouse destinationFunnel technology partner and named data warehouse destination, enabling customers to send governed marketing data into Snowflake.
- Artefactflagship global consulting solution partnerTier-1 Funnel Solution Partner and global consulting company; delivers joint client projects including the Van de Velde case study (19% reduction in annual data processing cost) and is publicly quoted endorsing Funnel's data-driven insights.
- Storeisflagship italian analytics solution partnerFunnel Solution Partner and Martech & Digital Analytics specialist; achieved 190%+ growth in analytics services and 23% of overall revenue from analytics, with Funnel projects delivered where clients own their own infrastructure.
- Monks (MediaMonks)major global agency solution partnerFunnel Solution Partner; Director of Partnerships at Monks publicly endorses Funnel for delivering data services with efficiency and precision.
- fifty-fivemajor global agency solution partnerFunnel Solution Partner; Senior Expertise & Innovation Manager publicly endorses Funnel for helping brands leverage data and technology.
- Van de Veldeflagship joint customer case studyFeatured jointly with Artefact in a Funnel case study: cut annual cost for data processing by 19% and freed 40% of Artefact's time for other value-added services using Funnel.
- Jakalacertified solution partner (italy)Certified Funnel Solution Partner listed in the partner directory.
- Arm Candycertified solution partnerCertified Funnel Solution Partner listed in the partner directory.
- Puls Digital Marketingcertified solution partnerCertified Funnel Solution Partner (Germany) listed in the partner directory.
- Rabaux Mediacertified solution partnerCertified Funnel Solution Partner (Germany) listed in the partner directory.
- Thirty-One Circlescertified solution partnerCertified Funnel Solution Partner listed in the partner directory.
- From The Futurecertified solution partnerCertified Funnel Solution Partner listed in the partner directory.
- Dashworxcertified solution partnerCertified Funnel Solution Partner listed in the partner directory.
- Lemonizecertified solution partnerCertified Funnel Solution Partner listed in the partner directory.
- Tulos Helsinkicertified solution partner (finland)Certified Funnel Solution Partner listed in the partner directory.
- Trafficbrandcertified solution partnerCertified Funnel Solution Partner listed in the partner directory.
- Satureightcertified solution partnerCertified Funnel Solution Partner listed in the partner directory.
- Hatchedcertified solution partnerCertified Funnel Solution Partner listed in the partner directory.
Scale indicators20 records
Recent moves7 records
Expansion highlights6 records
Funnel competitors and assessment
Company assessmentDirect peers
- Fivetran: Leading automated data integration platform offering managed connectors and data movement into warehouses. Directly competes with Funnel's Data Hub on connector breadth, schema normalization, and warehouse-ready marketing data pipelines.
- Supermetrics: Marketing data pipeline and reporting platform with 100+ connectors to ad platforms, analytics, and BI tools. Direct competitor to Funnel in marketing data integration, with overlapping use cases for marketers and agencies.
- Adverity: Enterprise marketing data integration and intelligence platform combining ETL, data governance, and analytics. Direct competitor in the marketing data hub category with similar agency and enterprise customer focus.
- Improvado: AI-powered marketing data aggregation and reporting platform with 500+ connectors. Direct competitor in the marketing intelligence category, particularly for enterprise and agency use cases.
- Northbeam: Multi-touch attribution and marketing measurement platform focused on DTC/e-commerce brands. Direct competitor to Funnel Measure's MTA and incrementality capabilities.
- Triple Whale: DTC-focused marketing analytics and attribution platform combining pixel-based tracking, MMM, and ad spend optimization. Competes with Funnel for the same e-commerce and consumer brand buyer.
- Rockerbox: Marketing measurement and attribution platform offering MTA, MMM, and incrementality testing. Direct competitor to Funnel Measure in the multi-methodology marketing measurement category.
- Whatagraph: Marketing reporting and data visualization platform with cross-channel data connectors. Direct competitor in the marketing reporting and cross-channel analytics category, particularly for agencies.
Emerging players
- Airbyte: Open-source data integration platform with a growing connector catalog. Adjacent competitor in the data movement space with an open-source model that pressures Funnel's connector-led moat.
Broad incumbents
- Datorama (Salesforce Marketing Cloud Intelligence): Salesforce-owned marketing intelligence platform for enterprise customers. Broader incumbent offering overlapping capabilities with Funnel's Data Hub and Measure within the Salesforce ecosystem.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Funnel social profiles
Digital presenceFunnel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Funnel leadership team
Management profileNumber of profiles
Profiles5 records
Funnel subsidiaries and ownership
Company hierarchySubsidiaries5 records
Funnel funding detail
Funding detailFunding overview
Funding rounds7 records
Investors12 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Funnel M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Funnel
What does Funnel do?
Funnel provides an AI-native marketing intelligence SaaS platform built around a central Data Hub that connects to 600+ marketing data sources, normalizes and stores the data, and distributes it to 40+ destinations including data warehouses, BI tools, and ad platforms. On top of the Data Hub, the company offers modular capabilities for measurement (MMM, MTA, incrementality testing via Funnel Measure), reporting and dashboards (Funnel Dashboards, Funnel Report), first-party conversion data activation (Funnel Activate), and agentic AI access via Funnel MCP for tools such as Claude, ChatGPT and Cursor.
Is Funnel a public or private company?
Funnel is a public company. It is classified as venture growth investor backed and is currently operating.
When was Funnel founded?
Funnel was founded in 2014. It employs 251 to 500 people.
Where is Funnel based?
Funnel is headquartered in Stockholm, Sweden, in the Europe region.
How does Funnel make money?
Six revenue lines are on record. Subscription SaaS plans (Starter, Business, Enterprise) is the primary driver. The others are flexpoints (Usage-Based Capacity), funnel Measure (Measurement Add-on), free Subscription / Freemium, solution Partner Program (referral revenue share) and implementation / Professional Services.
Who are Funnel's main competitors?
Direct peers on record are Fivetran, Supermetrics, Adverity, Improvado, Northbeam, Triple Whale, Rockerbox and Whatagraph. Airbyte is listed as an emerging player. Datorama (Salesforce Marketing Cloud Intelligence) is listed as a broad incumbent.
Does Funnel have an API?
Yes. Funnel exposes a Model Context Protocol (MCP) server that lets developers connect Funnel to Claude, ChatGPT, Cursor or any other MCP-compatible tool so users can query marketing data and measurement in natural language without exporting data sets. The platform additionally supports a "Setup as code" programmatic configuration model and offers Custom Connectors and Custom Destinations for bespoke integrations. The MCP interface is positioned as the primary developer/AI integration surface for the platform. Developer documentation is at funnel.io/funnel-mcp.
What industry is Funnel in?
Funnel's product category is Marketing Intelligence Software. Its primary akta.pro industry code is HDAEABAH, Data Sharing, Data Exchange & Data Marketplace Platforms, with a secondary code of HDAEABAI, Query Engines & SQL Analytics Layers for Warehouses/Lakes. Its NAICS code is 5182 and its SIC code is 7374.