Amsterdam’s Crobox has raised $1.25 million in funding to further develop its consumer psychology and machine learning technology. The round was led by Keadyn along with Ventech and angel investors.

Crobox describes itself as persuasion-as-a-service. It builds automated software to predict and persuade consumer activity on a site to boost sales and automates campaigns, which will improve over time through machine learning. Its customers so far include T-Mobile, Under Armour and Rakuten.

“Crobox has built a data-driven Persuasion Framework in order to help global ecommerce brands to drive those purchase decisions and provide unique consumer insights through their persuasion profiling engine,” explained CEO Rodger Buyvoets. “By making use of machine learning, the technology knows exactly which persuasion tactic does, and doesn’t, work for every individual.”

The new funding will be used to improve the platform and extend it to other countries.

Dimitri Arts, head of e-commerce at Under Armour, one of Crobox’s clients, said it would be using Crobox’s persuasion analytics as part of the company’s online growth plan for Europe.

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