Smartassistant, which provides real time advice to website users, has raised €5 million in a Series A round led by Beringea.

Smartassistant is a SaaS-based platform for businesses to create communication tools, or digital advisers, to provide real-time expert advice on products or customer needs.

The UK company counts Microsoft, Canon, and T-Mobile among its customers and its total funding now stands at €7.25 million, having previously raised investment from Ariel Luedi, former CEO of Hybris.

The new funds will be used to grow the company’s New York office and expand its product into more global markets and grow its partner network.

“Our technology simplifies decision-making and makes sure consumers and buyers get the best product or solution according to their specific needs,” said Markus Linder, CEO of Smartassistant. “This personalised and needs-based approach ultimately helps our clients to become the go-to destination for expert advice within their domain of expertise.”

Digital advisers are one of the few remaining areas where online retailers can compete and differentiate, said Eyal Malinger, investment director at Beringea. “Total digitisation is only a matter of time,” he said.

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