GWI closed a $180 million Series B led by the UK-based investment firm Permira.

GWI, a London, UK-based software company operating a digital market research platform, announced closing a $180 million series B round of funding.

The money was raised from the British investors from Permira at a valuation of more than $850M.

GWI, founded as GlobalWebIndex in 2009 by CEO Tom Smith, is a provider of digital consumer insight to the global marketing industry via a a platform for large scale, high frequency data collection which can serve up instantaneous audience profiling and consumer insights. Customers include Facebook, Google, Spotify, Twitter, EA, Red Bull, WPP, and Omnicom, all supported by nearly 400 employees based across offices in London, New York, Prague, Athens and Singapore.

GWI previously raised $40 million series A led by New York-based Stripes Group back in 2018.