Button

Canaccord Genuity Advises Mobile Commerce Optimization and Retail Media Technology Company Button on its Strategic Growth Investment from PSG

Investment to help accelerate Button’s product innovation for creator and affiliate-driven commerce

Canaccord Genuity has advised Button, a leader in mobile commerce optimization and retail media, on its strategic growth investment from PSG, a leading growth equity firm that specializes in partnering with software and technology-enabled services companies to capitalize on transformational growth. PSG joins existing investors Redpoint Ventures, Norwest Ventures, and Icon Ventures, which will continue their partnership with the company.

Button is a leading commerce optimization platform that uses AI technology to improve the performance of creator and affiliate marketing. The platform is used by some of the world's largest retailers, publishers, and creator networks to drive better shopping experiences, improve attribution, and create new inventory for retail media, which combine to grow revenue for the channels where Button’s technology is implemented. The company has also been consistently named as a best place to work from multiple organizations, including Crain's New York, Built In, and Inc., among others. 

Button helps drive more sales by sending shoppers to the place they are most likely to complete a purchase from – like a retailer’s app or the right product page. By leveraging AI to route users intelligently to an effective destination, the platform helps affiliates, creators, and social commerce marketing programs drive higher conversion rates, increase mobile revenue, and deliver a more seamless shopping journey.

Button is one of the first companies to bring the app economy into creator and affiliate models. Since its founding, the company has been able to help provide real, measurable impact from optimizing the path to purchase. Sitting at the center of the growing mobile commerce and creator economies with a view on billions of dollars of commerce data and what creators, publishers, and products are trending, Button’s platform empowers partners to monetize product discovery and shopper intent by facilitating seamless connections between users and brands within mobile applications. 

Button is building the backbone for how retailers and publishers grow through performance-based commerce. PSG’s investment will aim to enable the company to advance its product roadmap, bring new affiliate and creator commerce experiences to market faster, and support the growing demand for performance-based monetization solutions. Button is not just building products – it is building the rails for where digital commerce is heading, while leveraging AI to address existing frustrations in mobile commerce.

PSG is a growth equity firm that partners with software and technology-enabled services companies to help them navigate transformational growth, capitalize on strategic opportunities, and build strong teams. Having backed more than 150 companies and facilitated in excess of 520 add-on acquisitions, PSG brings extensive investment experience, deep expertise in software and technology, and a firm commitment to collaborating with management teams. Founded in 2014, PSG operates out of offices in Boston, Kansas City, London, Madrid, Paris, and Tel-Aviv.