Funnel

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.

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

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

• Marketing data integration
• Marketing mix modeling
• Data warehouse ETL
• Conversion API activation
• Marketing intelligence platform

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. 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.
2. 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.
3. 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.
4. 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).
5. 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.
6. 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

Go-to-market motion1 record

Distribution channels6 records

Marketing channels11 records

Core 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.

Named customers45 records

Segments8 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration54 records

AI capability4 records

Feature8 records

Partnerships

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 paymentStrategic or Co-development Partner · 20 February 2026Partnered 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-acquisitionStrategic or Co-development Partner · 26 June 2024Acquired 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 adsTechnology or IntegrationFunnel 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 ecosystemTechnology or IntegrationFunnel 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 visualizationTechnology or IntegrationFunnel 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 providerTechnology or IntegrationAWS 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)Technology or IntegrationFeatured Funnel technology partner powering the LinkedIn Conversions API integration; Funnel Activate sends first-party conversion data to LinkedIn for better optimization.
• HubSpotmajor crm integration partnerTechnology or IntegrationFunnel technology partner offering HubSpot Companies and HubSpot Contacts data sources for Funnel Data Hub.
• Snowflakestrategic data warehouse destinationTechnology or IntegrationFunnel technology partner and named data warehouse destination, enabling customers to send governed marketing data into Snowflake.
• Artefactflagship global consulting solution partnerImplementation/ SI/ Consulting 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 partnerImplementation/ SI/ Consulting 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 partnerImplementation/ SI/ Consulting PartnerFunnel Solution Partner; Director of Partnerships at Monks publicly endorses Funnel for delivering data services with efficiency and precision.
• fifty-fivemajor global agency solution partnerImplementation/ SI/ Consulting PartnerFunnel Solution Partner; Senior Expertise & Innovation Manager publicly endorses Funnel for helping brands leverage data and technology.
• Van de Veldeflagship joint customer case studyImplementation/ SI/ Consulting PartnerFeatured 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)Implementation/ SI/ Consulting PartnerCertified Funnel Solution Partner listed in the partner directory.
• Arm Candycertified solution partnerImplementation/ SI/ Consulting PartnerCertified Funnel Solution Partner listed in the partner directory.
• Puls Digital Marketingcertified solution partnerImplementation/ SI/ Consulting PartnerCertified Funnel Solution Partner (Germany) listed in the partner directory.
• Rabaux Mediacertified solution partnerImplementation/ SI/ Consulting PartnerCertified Funnel Solution Partner (Germany) listed in the partner directory.
• Thirty-One Circlescertified solution partnerImplementation/ SI/ Consulting PartnerCertified Funnel Solution Partner listed in the partner directory.
• From The Futurecertified solution partnerImplementation/ SI/ Consulting PartnerCertified Funnel Solution Partner listed in the partner directory.
• Dashworxcertified solution partnerImplementation/ SI/ Consulting PartnerCertified Funnel Solution Partner listed in the partner directory.
• Lemonizecertified solution partnerImplementation/ SI/ Consulting PartnerCertified Funnel Solution Partner listed in the partner directory.
• Tulos Helsinkicertified solution partner (finland)Implementation/ SI/ Consulting PartnerCertified Funnel Solution Partner listed in the partner directory.
• Trafficbrandcertified solution partnerImplementation/ SI/ Consulting PartnerCertified Funnel Solution Partner listed in the partner directory.
• Satureightcertified solution partnerImplementation/ SI/ Consulting PartnerCertified Funnel Solution Partner listed in the partner directory.
• Hatchedcertified solution partnerImplementation/ SI/ Consulting PartnerCertified Funnel Solution Partner listed in the partner directory.

Scale indicators20 records

Recent moves7 records

Expansion highlights6 records

Direct 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

• Xx.com/funnel
• YouTubeyoutube.com/@WeAreFunnel
• Facebookfacebook.com/funnel.io
• LinkedInlinkedin.com/company/funnel-io
• Instagraminstagram.com/funnel.io

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries5 records

Funding overview

Funding rounds7 records

Investors12 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Funnel