The financing was lead by Austin Ventures, which funded $3.5m, and the company said the funding would be used to support “aggressive growth” as companies, especially retailers, look for the next generation leap in product discovery and decision analytics.

Compare Metrics’ co-founder and CEO Garrett Eastham said: “We believe the future of online consumer discovery is not about creating the ultimate algorithm to tell consumers what they want but about giving consumers the best tools to articulate their personal desires and confidently follow their unique decision-making path.”