Made With Intent Raises £2.4m in Funding Round Led by Northern Powerhouse Investment Fund II

Why It Matters

By moving beyond page views and clicks, the platform enables retailers to personalize experiences at the moment of purchase, driving higher conversion rates and margin without relying on deep discounting.

Key Takeaways

• AI model predicts shopper intent from hundreds of signals
• Raised £2.4m to scale across ecommerce market
• Clients include Hotel Chocolat, Benson for Beds, Jacamo
• Moneyball approach targets growth without heavy discounting
• Investors cite competitive advantage from intent data

Pulse Analysis

The ecommerce sector has long relied on surface‑level metrics such as page views and time on site, yet those signals often mask the true purchasing intent of visitors. As competition intensifies, brands are seeking more granular data to differentiate themselves, echoing the "Moneyball" philosophy of using analytics to uncover hidden value. Intent‑focused analytics promises to fill that gap, allowing retailers to anticipate shopper behavior and intervene at optimal moments.

Made With Intent’s solution leverages machine‑learning algorithms to synthesize hundreds of real‑time on‑site actions—clicks, scroll depth, hover patterns—into a single intent score. This score updates continuously as a shopper navigates, enabling dynamic personalization such as targeted offers, product recommendations, or content tweaks. Early adopters like Hotel Chocolat and Jacamo report higher average order values and reduced reliance on blanket discount strategies, illustrating how precise intent data can translate into tangible revenue uplift while preserving brand equity.

The £2.4 million injection, led by the Northern Powerhouse Investment Fund II, underscores investor confidence in intent‑driven commerce as a scalable growth engine. As more retailers recognize the limitations of traditional metrics, demand for AI‑enabled insight platforms is likely to surge. Made With Intent’s trajectory suggests a broader industry shift toward sophisticated, intent‑centric decision‑making, positioning the company to capture a sizable share of the emerging market for real‑time ecommerce intelligence.

Deal Summary

Liverpool-based startup Made With Intent, which offers an AI-powered model for real-time ecommerce customer insights, announced a £2.4m fundraising round. The round was led by Northern Powerhouse Investment Fund II, managed by PXN Ventures. The startup counts Hotel Chocolat, Benson for Beds and Jacamo among its clients.