Bangalore-based Hansel Software Pvt. Ltd, which own & operates mobile app personalization platform, has raised $4 million (Rs 27.5 crore) in a new funding round led by Vertex Ventures, an early-stage venture capital firm backed by Singapore state investment firm Temasek Holdings.

Hansel's existing investors IDG Ventures India and Endiya Partners also participated in this funding round. The startup will use the freshly raised funds to expand its operations to international markets and acquire new talent into its team.

The startup had earlier raised undisclosed amount in a seed round of funding led by Tracxn's angel network TracxnSyndicate as well as from Tracxn Labs and angels including Mekin Maheshwari and Rajesh Sawhney among others, in February 2016. This was followed by $1.35 Mn funding from IDG Ventures and Endiya Partners, in January 2017.

Founded in 2015 by ex-Flipkart executives - Varun Ramamurthy, Parminder Singh and Mudit Mathur, has developed a toolkit for mobile developers that helps them automatically reproduce issues and allows developers to fix crashes at run-time besides communicating customer issues on their app at run-time.

The startup has its flagship toolkit called Hansel's Experience Lake, which allows developers to manage live apps at run-time, with a quick integration process without a code change. With access controls, workflows, and code-free personalization built in, business teams can orchestrate personalized user experiences with enormous speed, at scale, without disrupting engineering roadmap.

On Hansel's funding, Piyush Kharbanda, Executive Director at Vertex Ventures said to, “Historically, companies have struggled to emulate the rapid pace with which the top four tech giants test and personalize product experiences. Hansel’s technology helps its customers drive new product experiences without getting bottlenecked at code,”

Vertex Ventures invests in early-stage technology companies in Southeast Asia and India across enterprise technology, financial technology and consumer internet. Its Indian portfolio companies include Noida-based SaaS startup Hotelogix, IoT analytics startup Flutura, omni-channel order management firm Ace Turtle, and Cloudcherry, a customer experience management SaaS firm, among others.

Besides Vertex Venture, an another investment firm backed by Singapore's Temasek Holdings, InnoVen Capital, has invested $875,000 in Flintobox, a Chennai-based educational start-up focusing on activity-based learning for kids.

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