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Flint Capital funds online marketing platform SailPlay

0 2 April 2014

Investment fund Flint Capital has closed a deal with SailPlay, a Russian marketing platform which helps retailers to build loyalty programs. The size of the deal and the company’s valuation have not been disclosed.

SailPlay allows online and offline shops, FMCG companies, banks and media-portals to increase customer retention and average spend through game mechanics, SMM, targeted SMS and e-mail marketing.

The project was founded in late 2012 by ex-McKinsey consultant Leonid Shangin and former Yandex project manager and LinguaLeo CTO Yakov Philippenko. Within a few months it raised angel funding from Igor Ryabenky, who was impressed by the team’s credentials and their platform, which he reckons to be one step ahead of its rivals in the promising loyalty-programs sector. 

The platform is now used by more than 450 stores and a total of more than 500,000 people now use SailPlay-based loyalty programs. There is also plenty of room for growth, with consultancy firm Raab Associates Inc predicting that the marketing automation sector will grow by 50% in 2014, to $1.2 billion worldwide. 

Dmitry Smirnov, Managing Partner of Flint Management comments:

“At the moment SailPlay is only operational on the Russian market, a fact which doesn’t go well with our new investment strategy. However, the deal was being prepared for a long time so we asked the founders  how they could scale the project into international markets. In no time the team provided a particular know-how plan which was 100% approved by ourselves and Altair Capital. To my mind, this algorithm can help a lot of businesses which have global ambitions but still work only on the Russian market”.

Top image via Shutterstock

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