BrandTech Genflow secures £8m investment
Posted on January 21, 2021 by Jonathan Symcox
BrandTech Genflow has secured £8 million investment from BGF to expand globally.
Genflow is a London and LA-based influencer brand-building agency with a unique eCommerce and mobile tech platform.
Set up in 2016 by Shan Hanif, the company’s Brand-as-a-Service platform helps influencers develop their own digital and physical products instead of promoting other brands.
They can launch their own membership club, gated community, mobile app or direct–to–consumer brand.
Genflow has a client base of established influencers who typically have large followings on Instagram and YouTube. Tapping into Gen Z consumer buying habits, which sees a growing number of younger consumers looking to buy from ‘people’ rather than corporate brands, the platform helps influencers develop scalable revenue streams that are not dependent on traditional brand endorsement deals.
The company has also recently launched Genlytics to predict and analyse how much an influencer can sell by analysing their data.
After helping young influencers achieve $1m+ in profit and become household names, it will expand into Miami, New York and Hong Kong.
Shan Hanif, CEO of Genflow, said: “Getting people’s attention and attracting customers remains the biggest challenge and cost for any brand. Our platform helps to provide a seamless and direct interaction between influencers and their audiences, in a highly scalable way.
“We’re excited to be partnering with BGF on this next phase of our growth journey. Their market knowledge, reputation, and network made them the clear partner to help scale our business. As a result of this funding will be able to grow our existing brands, launch a wider variety of products and push on with our global expansion plans.”
The deal was led for BGF by Daina Spedding and Chris Jones.
Spedding said: “We’re delighted to be investing in a rapidly growing full-service agency and tech platform which helps influencers build market leading brands and fast track revenue from their online communities.
“Led by an exceptional founder in Shan Hanif, we’re looking forward to helping the business realise its ambitious expansion plans.
“Genflow has demonstrated a strong track record of year-on-year growth and has created an exciting new business model that is disrupting the traditional social media advertising market.”
Following the investment, Genflow has also announced the appointment of digital and social tech veteran Chris Underhill to its board.