elm announced raising £250k from UK angel investors.

elm, a London, UK-based software developer of an analytics tools for FMCG retailers, announced that it secured funding of £250k ($334k).

The money was raised from a range of 12 British angel investors, including Jon Rudoe and Ed Freyfogle. Proceeds will be used to hire more people and improve the company's product.

elm, founded in 2020 by Emily Prevezer and CEO Cian Kennedy, developed a software solution that allows FMCG brands to automatically unlock, unify and visualise data from every sales account, as well as sending them tailored action points.

The data is aggregated in custom-built dashboards providing retail data by product, region, store or retailer, and calculating LTV and CAC for ecommerce accounts.

The tool integrates easily with all retailer and ecommerce accounts from Sainsbury’s Horizon to Shopify and is in early use by Minor Figures, Livia’s and Teapigs.