Grafton Capital buys ProQuo AI, a brand management platform

Venture capital firm Grafton Capital has acquired ProQuo AI, a brand management platform used by Dr Pepper, Amazon Prime and Unilever, for an undisclosed amount.

ProQuo AI software is used by brands to plan, test, monitor and review advertising campaigns.

Grafton Capital did not disclose the amount of the acquisition. Investments have resulted in my venture capital firm being between £5m and £20m, with Grafton Capital usually taking a minority stake in the business.

The acquisition of ProQuo AI by Grafton Capital marks the first of the London-based investor’s special situations strategy, where it aims to invest in companies that have struggled to raise funds in today’s market.

“ProQuo AI’s technology effectively reads the thoughts of approximately one million consumers each month, revealing actionable data and insights that are a ‘must-have’ for brand managers,” said Ed Barroll Brown, Founder of Grafton Capital.

ProQuo AI has offices in London, New York and Johannesburg.

Jim Brennan, CEO of ProQuo AI, said, “Grafton’s expertise in scaling growth-stage, technology-driven companies like ours will focus our sales and marketing and streamline our operations to that we can deliver even more value to our customers.

Founded in 2014, Grafton Capital invests in growth-stage European technology companies. Grafton Capital has invested over £130m to date.

Grafton Capital’s portfolio companies include Xtremepush, Alva, SportPursuit, Third Financial and Softomotive.

Cathy W. Howerton