The company, formerly known as Swix, is run by Scott Lake, who is also the co-founder and former president of Shopify and has 11 employees. It targets advertising agencies running social marketing campaigns for large clients, as well as the in-house marketing departments of big companies, offering them a platform which integrates social media publishing, campaign tracking, and listening and engagement functions.

The platform can currently perform analytics on about 20 different social networks and reports on a dedicated dashboard. The company says the funding will help establish the new name and create a stonger dashboard that gives enterprises immediate access to all of their prime social media data.