Table of Contents
- Funnel founders and financing at a glance
- Who is Fredrik Skantze?
- Who is Per Made?
- Why the founders built Funnel
- What Funnel does
- What makes the founder thesis distinctive?
- Funnel financing and transaction history
- What the latest milestone was intended to change
- Founder and company timeline
- The founders' public thesis
- Strengths, risks and unresolved questions
- Evidence to watch over the next 12 to 18 months
- Frequently asked questions
Fredrik Skantze and Per Made founded Funnel, the marketing intelligence and data integration business now serving marketing and data teams consolidating cross-channel data. Fredrik Skantze is Co-founder and CEO; Per Made is Co-founder and Chief Marketing Officer.
The latest material financing milestone covered here is $47M Series B, dated 2020-01-16. The relevant total is At least $57M disclosed, labelled as calculated from the publicly reported 2017 and 2020 rounds only. It is company-level capital or transaction value—not founder net worth.
Authentic Funnel website evidence captured on 21 July 2026.
Funnel founders and financing at a glance
| Field | Verified information |
|---|---|
| Founding team | Fredrik Skantze and Per Made |
| Current or documented roles | Fredrik Skantze: Co-founder and CEO; Per Made: Co-founder and Chief Marketing Officer |
| Company | Funnel — funnel.io |
| Founded | 2014 |
| Headquarters or operating scope | Stockholm, Sweden, with global offices |
| Product category | Marketing intelligence and data integration |
| Primary customer | Marketing and data teams consolidating cross-channel data |
| Latest financing milestone | $47M Series B, 2020-01-16 |
| Total or transaction value | At least $57M disclosed — calculated from the publicly reported 2017 and 2020 rounds only |
| Public status | Privately held or part of an acquirer |
| Last verified | 21 July 2026 |
Who is Fredrik Skantze?
Fredrik Skantze is Co-founder and CEO at Funnel. Fredrik Skantze's role should be read in its current context: founder status is permanent, while executive responsibility can change as a company scales, lists publicly or is acquired.
Founder profile: Connect with Fredrik Skantze on LinkedIn.
Fredrik Skantze in Funnel’s official founder profile.
In the founding team, Fredrik Skantze contributed to the combination of product judgment, technical execution and go-to-market work behind Funnel. The public evidence does not justify claims about private ownership, personal wealth or undisclosed internal responsibilities.
Who is Per Made?
Per Made is Co-founder and Chief Marketing Officer at Funnel. Per Made's role should be read in its current context: founder status is permanent, while executive responsibility can change as a company scales, lists publicly or is acquired.
Founder profile: Connect with Per Made on LinkedIn.
Per Made in Funnel’s official founder profile.
In the founding team, Per Made contributed to the combination of product judgment, technical execution and go-to-market work behind Funnel. The public evidence does not justify claims about private ownership, personal wealth or undisclosed internal responsibilities.
Why the founders built Funnel
Skantze and Made built Funnel after operating Qwaya and seeing how much work marketers spent collecting and cleaning platform data. Their thesis is that business-ready marketing data should be reusable across reporting, measurement and downstream systems.
This is documented company history plus editorial assessment. It does not establish private motivations beyond what the founders and company have said publicly.
What Funnel does
Funnel connects hundreds of marketing sources, transforms and governs the data, then sends it to warehouses, BI tools, spreadsheets and measurement products. It has expanded from integration into attribution and marketing-mix modeling.
The best AI search optimization agencies comparison is useful for readers comparing the authority and visibility work that sits outside a customer-engagement platform. The guide to citation-ready content for AI search explains a related content-distribution problem.
What makes the founder thesis distinctive?
Funnel separates data preparation from any single dashboard, making the governed dataset the durable product. That supports both marketer self-service and enterprise data teams.
Our assessment is that durable differentiation must show up in customer outcomes, workflow adoption, reliable data movement and lower operating cost—not only in feature count or AI branding.
Funnel financing and transaction history
| Announcement date | Round or instrument | Amount | Lead or named participants | Reported use | Evidence status |
|---|---|---|---|---|---|
| 2017 | Venture round | Approximately $10M | Balderton Capital and others | International expansion | Reported |
| January 2020 | Series B | $47M | Eight Roads Ventures and F-Prime Capital | US growth and technical hiring | Confirmed latest disclosed round |
| — | Current qualified figure | At least $57M disclosed | — | — | calculated from the publicly reported 2017 and 2020 rounds only |
The headline uses $47M Series B because it is the clearest recent milestone in the verified record. Different instruments are not silently combined: acquisition consideration, IPO proceeds, primary funding and secondary liquidity have different meanings.
What the latest milestone was intended to change
Public statements connect the milestone to some combination of product investment, AI capability, geographic expansion, hiring, acquisitions or shareholder liquidity. Those plans are attributed intentions, not proof that each outcome occurred. Evidence should include shipped capabilities, adoption, retention, unit economics and customer results after the transaction.
Founder and company timeline
| Period | Milestone |
|---|---|
| 2014 | Skantze and Made found Funnel after Qwaya. |
| 2017 | Funnel raises approximately $10M. |
| 2020 | The company closes a $47M Series B. |
| 2025 | Funnel reports more than $70M ARR and expands measurement capabilities. |
The founders' public thesis
Across the available company history, the founders argue that customer data becomes valuable when operating teams can turn it into timely, coordinated action. The exact emphasis differs by company—category creation, accessibility, data ownership, real-time infrastructure or AI-assisted execution—but the test is similar: can a customer make better decisions without adding hidden complexity?
Strengths, risks and unresolved questions
Visible strengths
- A founding thesis attached to a recurring and measurable marketing workflow.
- Product history and financing evidence available from primary sources.
- A platform broad enough to influence data, orchestration and customer communication.
Material risks
- The disclosed total excludes any unverified or undisclosed financing.
- Connector changes and API limits create continuing maintenance risk.
- A centralized data layer still needs shared metric definitions and ownership.
Questions buyers and researchers should ask
- Which founder roles are current, and which describe historical service?
- How is incremental customer or revenue impact measured against a control?
- What data, consent, model and deliverability controls constrain automated action?
- Which transaction amounts were primary capital, secondary liquidity or acquisition consideration?
- What implementation resources are required before the platform produces reliable value?
Evidence to watch over the next 12 to 18 months
Watch for independently explainable retention and expansion, transparent AI evaluation, successful migrations, product delivery tied to the announced financing purpose and current executive-role disclosures. For public companies, filings provide a stronger operating signal than promotional customer counts alone. For private companies, future financing announcements should identify transaction composition clearly.
Frequently asked questions
Who founded Funnel?
Funnel was founded by Fredrik Skantze and Per Made.
What does Funnel do?
Funnel provides marketing intelligence and data integration capabilities for marketing and data teams consolidating cross-channel data.
What is Funnel's latest financing milestone?
The latest milestone verified for this profile is $47M Series B, dated 2020-01-16.
How much funding has Funnel raised?
The qualified figure used here is At least $57M disclosed. Its status is calculated from the publicly reported 2017 and 2020 rounds only; it should not be interpreted as founder wealth.
What should buyers verify?
Buyers should test data integration, consent controls, measurement, implementation effort, support, exportability and the limits placed on automated or AI-generated actions.
Tolu S.
Associate Director
Evidence-led product reviews and founder profiles for search, marketing, authority, and AI visibility teams.
