Irwin Mitchell’s London Corporate Team Advises On Deal

Law firm Irwin Mitchell has helped fast-growing London-based tech firm, Snowplow Analytics Ltd, secure £4m to support its growth plans.

Founded in 2012 by Alexander Dean and Yali Sassoon, Snowplow has developed unique software which enables businesses to collect and own their customer data, gaining deeper insight into their customers’ behaviour.

Snowplow data is collected in real-time, and is rich and granular, meaning it can inform a wide range of functions within a business, such as customer journey optimisation, marketing attribution and operational reporting. The funding from research-led VC firm MMC Ventures will support the company’s continued expansion in the US and Europe, and will help to further develop the technology behind its product.

The London-headquartered business already has over 150 customers across a broad range of sectors and geographies, including Strava, Weebly, Hudl, Auto Trader, Omio and Secret Escapes. 

The national law firm, Irwin Mitchell, has been working with Snowplow since November 2014, supporting the company from early on.  London-based Corporate partner, James Paton-Philip, led the team which advised on the fundraising, assisted by Ben Gale (Associate) and Jeff Carvell (Solicitor).

Expert Opinion

“We’re delighted to have advised on this important step in the company’s development and look forward to continuing to support the management team in driving the business forward at this exciting time.” James Paton-Philip - Partner

Alexander Dean, CEO and Co-founder of Snowplow, said: “Irwin Mitchell has supported Snowplow’s commercial and IP development for the past five years, and as such were the natural partners to advise us on fundraising. James and the team have helped us to successfully bring on Snowplow’s first external financing from MMC, and we look forward to working together on our next phase of growth.”