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London Tech Week

Made With Intent secures £1.5M to target personalised e-commerce experiences

David-x-Mercuri-photo
David & Mercuri. Picture credits; Made Wth Intent

Made With Intent, a company helping data-led retailers optimise customer journeys based on how people buy, has announced the raise of £1.5 million in seed funding to propel its mission of placing customer intent at the forefront of eCommerce strategies. Led by Mercuri, with participation from Portfolio Ventures and previous investors Haatch, this funding round will fuel the expansion of Made With Intent’s segmentation platform and its vision for more personalised eCommerce experiences.

From Manchester, UK, Made With Intent is a segmentation platform designed to help data-led retailers understand and target customer intent effectively. By leveraging intent metrics, predictive targeting, and tech integrations, Made With Intent enables eCommerce businesses to optimise customer journeys based on real purchasing behaviour. The platform empowers experience, CRM, and performance teams to respond to customer needs appropriately, driving both short- and long-term revenue growth.

A fundamental flaw in online retail

The brainchild of founder David Mannheim, Made With Intent was born out of a realisation of a fundamental flaw in online retail strategies. Mannheim, with over 15 years of experience optimising conversion rates in eCommerce, recognised the industry’s fixation on conversion metrics as limiting its growth potential.

“The current measures of success are the problem. Metrics like conversion rate, and therefore the actions retailers take to improve them, are short-term, retrospective, and aggregated,” David explains. “This creates a race to the bottom. A numbers game that forgets how people buy.”

A human-centric approach to eCommerce

Made With Intent seeks to revolutionise eCommerce by offering retailers a more human, segmented perspective of their website performance. Additionally, it provides a predictive targeting mechanism that enables marketing technologies to respond to customer needs in real-time. The company claims that this intent-based approach has resulted in an average revenue uplift of 9.4% compared to generic optimisation methods.

“eCommerce is often guilty of trying to convert all customers at all times,” David added. “It focuses on the minority who are ready to buy, at the expense of those who are not. Our product helps retailers be appropriate for every customer. To progress both in-market and future buyers.”

Beta success and customer impact

Since its beta launch in September, Made With Intent has already made a significant impact on retailers like Ernest Jones, Bensons for Beds, and Rapha. Nik Fletcher, Head of Digital Experience at Rapha, describes the platform as “the closest we can get to understanding subconscious visitor signals like we can in a physical store.”

How the platform works

Made With Intent collects data through an easy-to-implement script, analysing over 250 signals from online shoppers to generate predictive intent metrics in real-time. Visitors are automatically segmented based on their journey, momentum, and likelihood of buying, exiting, or returning in the future. The platform seamlessly integrates with over forty marketing tools, empowering eCommerce teams to deliver more personalised shopping experiences and reengagement tactics.

Global impact

With an existing user base spanning the UK, Denmark, Germany, and the USA, Made With Intent aims to onboard one hundred global customers within two years.

David Mannheim emphasised that Made With Intent is not just a platform but a movement toward creating a more personal and human-centric eCommerce landscape while Alan Hudson, Founding General Partner at Mercuri commented, “Made With Intent has embraced first principle thinking and a decade of insights to shake up the vast eCommerce market. It empowers online commerce, making it more personal and focused on the quality of prospective customers. The product roadmap excites us and, importantly, those using it.”

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