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Henry Lawson.
autoGraph CEO Henry Lawson.

autoGraph, a Seattle startup that allows consumers to get targeted deals while protecting their personal information, has raised $4.7 million in new investment.

Seattle-area firms Rally Capital and Voyager Capital led the Series B round, which pushes total funding to $13.4 million for the 5-year-old company.

Without obtaining personally identifiable information, autoGraph says that it can determine a person’s preferences through a simple brand identification survey that takes 30 seconds to complete and generates a consumer profile based on behavioral, demographic and attitude categories. The consumer can then control their profile and opt-in to receive communication from marketers, who use autoGraph to acquire more customers.

Clients include top supermarkets, retail estate owners, telecommunications carriers, consumer packaged goods companies, financial services providers, and many more across the U.S., U.K., and Europe.

autoGraph CEO Henry Lawson said that upcoming changes in data privacy policies make his company’s software all the more valuable.

“autoGraph is the first company to provide a patented technology to generate first party consumer permissions and consent that is in line with the upcoming U.S. and E.U. data privacy directive,” he said. “autoGraph enables the consumer to share emotional, meaningful data with brands and empowers brands to create meaningful experiences for customers.”

The company employs 20 across its offices in Seattle, where the engineering and technology work is done, and London, where its marketing and sales operations are based.

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