Marketing teams are drowning in data but still struggling to see the full picture. Ad spend is spread across hundreds of platforms, cookies are disappearing, and proving campaign performance has become harder just as budgets are coming under tighter scrutiny.
Here’s where Swedish company Funnel comes into play! Stockholm-based marketing intelligence company Funnel has secured an $80 million debt facility from HSBC Innovation Banking and Hercules Capital, as it moves closer to profitability and scales its AI-led platform.
The new facility replaces Funnel’s earlier $58 million debt arrangement and gives the company fresh headroom to fund growth, product development, and day-to-day operations. It combines a revolving credit line from HSBC Innovation Banking with a junior term loan from Hercules Capital.
The funding will be used partly to repay the previous debt facility, while the rest will support its push toward sustainable profitability. The company plans to invest further in global expansion, AI-first product development, and operational efficiency as it continues to scale.
Fredrik Skantze, CEO of Funnel, says, “This facility represents a significant milestone in our financial evolution. We’ve reached a stage of maturity where we can access institutional debt from selective lenders like HSBC Innovation Banking and Hercules Capital, which have both significantly lowered our costs and provided additional growth capital. The facility allows us to accelerate our AI development and deliver the conversational analytics and agentic measurement capabilities that marketers urgently need as they navigate the post-cookie landscape and demand better visibility into campaign performance across every channel.”
Marketing intelligence platform
Founded in 2014 by Fredrik Skantze (CEO) and Per Made (CCO), Funnel provides a marketing intelligence platform used by global brands such as Uber, Adidas, and Sony, as well as large marketing agencies.
Its software helps teams collect, connect, and analyse marketing data across more than 600 platforms. The company says it now processes over $80 billion in annual advertising spend, roughly 11% of the global market.
As part of its AI roadmap, the company is building more advanced agentic measurement tools and recently launched Data Chat, a conversational analytics feature that lets users query marketing data using natural language.
Sydney MacGregor, Interim Head of Enterprise Software, HSBC Innovation Banking UK: “We’re excited to play an important role in the next chapter of Funnel’s growth story, as the company looks to increase its global footprint and focus on further product development. We’re delighted to be supporting Funnel with this strategic milestone and are proud to work with innovators, like the team at Funnel and their strong investors, to help them access the tools and resources they need to scale at pace.”
Currently, the company employs more than 300 people.
