E-commerce technology outfit Yieldify has raised $6 million in its second funding round, which was led by Binomial Ventures and includes investment from New Look founder Tom Singh.

The funding round also included participation by John Giuliani, CEO of digital marketing firm Conversant, who also joins the Yieldify board as chairman as part of the investment. Yieldify’s existing investors include GV (formerly Google Ventures), SoftBank Capital, Hoxton Ventures and Data Point Capital.

The recent launch of the Yieldify Conversion Platform, coupled with the latest investment, allows the company to expand its e-commerce operations. The firm already serves some of the world’s most recognisable brands, including Marks and Spencer, Domino’s Pizza, Omni Hotels and Anthropologie.

Jay Radia, chief executive officer and co-founder of Yieldify, said: “Today’s investment is a fantastic endorsement of our vision from some of the most respected voices in the industry. Yieldify is on a mission to define the future of marketing and this funding will secure our ability to execute on that at speed and at scale.”

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