the leader in Experience Relationship Management (ERM), today announced
that it has closed $9.2 million in Series A funding. The round, led by Andreessen
Horowitz (a16z), includes participation from a16z’s Cultural
Leadership Fund and previous investors Rally
Ventures and Precursor
Ventures. The company, founded by brothers Jonathan and Daniel
Yaffe, is backed by Salesforce founder Marc
Benioff, among others. In conjunction with the new round, David
Ulevitch, general partner at Andreessen Horowitz, will join the
company’s board of directors.
AnyRoad’s Experience Relationship Management (ERM) platform is built for
global brands to measure and optimize the effectiveness of their offline
branded experiences. Enterprises that will dominate their industries
over the next decade use experiences to connect on a deeper level with
their customers and build lasting brand loyalty. While experiential
marketing is the fifth largest marketing spend across the Fortune 2000,
it’s the only category without dedicated digital tools or measurable
ROI. AnyRoad’s software is built to use data to optimize this ROI on
live dashboards, provide real-time actionable insights, and build
measurable emotional connections with customers.
“We’re moving rapidly from a things economy into the Experience
Economy,” said Jonathan Yaffe, co-founder and CEO of AnyRoad.
“Everything about offline engagement and marketing has changed, and
partnering with a16z on our new funding continues to validate that fact.
Businesses are realizing that developing authentic and personal
connections to a brand are the primary driver of future business.
However, as other marketing activities have become more measurable, most
marketing executives struggle to capture the value of experiences and
understand true ROI. We are spearheading an ecosystem that will connect
experiences to long-lasting customer relationships and ultimately,
increased profitability. The only businesses that will still
exist in 10 years are the ones that use experiences to connect with
their customers and understand how these experiences change
According to research by Event Marketer, 85% of consumers are likely to
purchase after participating in events and experiences and 91% have more
positive feelings about brands after attending. As a result, 86% of
brands either increased or maintained their event and experiential
programs in 2018, with that number poised to rise this year if recent
“Since its inception, AnyRoad has pioneered Experience Relationship
Management,” said David Ulevitch, general partner, Andreessen Horowitz.
“Brands want to form closer relationships with their customers and in
turn, customers look to brands to offer enriching and engaging product
experiences. The thousands of companies that have already turned to
AnyRoad are a testament to the vision of its founders, the quality of
its platform, and the value it provides their customers – all of which
combine to make it an irresistible investment.”
In the past year, AnyRoad experienced rapid growth as brands increased
their spend on embracing the experience economy, with over 3x growth in
revenue, and new enterprise customers including Anheuser-Busch,
Michaels, and Tabasco. The funding will enable AnyRoad to accelerate and
scale as it increases the capabilities of its platform, deepens its
integrations with other technologies, and continue to help the world’s
best brands and retailers to manage and deliver world-class customer
“Since moving to AnyRoad we’ve seen a spike in revenue, as we use
analytics to make the best business decisions on our experience
programs,” said Glenn Cox, Manager of Brewery Experiences at AB-InBev.
“Further, by collecting more data on our visitors, we’ve been able to
make decisions on new programming, brand loyalty trends, and purchase
behavior. AnyRoad’s platform is creating significant gains in revenue
enabling us to reinvest in our business.”
“When it comes down to it, it’s all about the relationships that these
experiences build,” added AnyRoad’s other co-founder and COO, Daniel
Yaffe. “As we design the ERM ecosystem, we’re imagining what Salesforce
would look like if it were built today for the experience economy.”
is the Experience Relationship Management (ERM) platform enabling global
brands to properly measure, scale, and implement their experiential
marketing campaigns. AnyRoad helps companies create brand loyalty,
change consumer behavior, and better understand their brand associations
by providing them with data intelligence sourced from experience-based
marketing. Companies like Anheuser-Busch, Honda, Michaels, and AEG all
count on AnyRoad to measure the impact of their experiential marketing.
AnyRoad’s software integrates into CRM, loyalty, ERP, and POS systems to
complete the loop, building the model of exactly how these experiences
build loyalty, increase brand perception, and increase revenue.