The partnership will integrate Behavix’s consumer data with financial and investment work processes.

Alternative data is data gathered from non-traditional sources to inform investment decisions, including credit card transactions, social media commentary and product reviews.

Through the partnership, the behavioural data from Behavix is integrated into Maiden Century’s core investment intelligence suite.

Maiden Century’s platform now allows buy-side clients including hedge funds to access Behavix’s behavioural signals to analyse and predict the performance of technology, consumer-facing internet, media and financial industry companies and brands.

Jack Killea, head of data and analytics at Maiden Century, said: “We’re delighted to bring our clients an incremental and highly valuable dataset that’s scaling rapidly. Maiden Century is about holistic data at a meaningful scale, and this partnership serves that purpose exceptionally well.”

Hannu Verkasalo, chief executive and co-founder at Behavix, said: “Our relationship, tests and prior work with Maiden Century have been constructive and fruitful from the start – and they directly led to this partnership.

“This partnership allows both companies to play to their strengths – Maiden Century’s buy-side infrastructure and Behavix’s real-world behavioural intelligence – to create something structurally new for the market.”