Mention Me, a leading customer advocacy and referral marketing platform, has announced the successful close of a $25 million Series B funding round, led by Octopus Ventures, with participation from existing investor Eight Roads Ventures. The new funding will support the company’s international expansion, continued product development, and growing demand for advocacy-led marketing solutions.
Founded in London, Mention Me helps brands turn their existing customers into a powerful acquisition channel by enabling and scaling referral programmes. Its platform allows businesses to identify, engage, and reward advocates—driving customer growth through trusted, word-of-mouth recommendations.
At the centre of this evolution is Mention Me’s microinfluencer platform, an AI-driven solution designed to help brands unlock the power of genuine advocacy at scale. By enabling companies to identify, engage, and grow relationships with real customers and creators, Mention Me is redefining how modern marketing works.
The latest investment marks a significant milestone for the company as it looks to strengthen its presence in key markets, particularly the United States, while continuing to expand its product capabilities.
Andy Cockburn, CEO and co-founder of Mention Me, said the raise comes at a pivotal moment for the marketing industry. “With third-party data disappearing, paid social delivering diminishing returns, and consumers increasingly overwhelmed by advertising, brands are being forced to rethink how they grow. Advocacy puts trust back at the centre of marketing, and this funding allows us to double down on that opportunity,” he said.
Mention Me plans to use the capital to accelerate hiring across product, engineering, and commercial teams, as well as invest in its technology platform. A key focus will be enhancing its data and AI capabilities, enabling brands to better identify high-value advocates and optimise referral performance at scale.
The company has already built a strong client base, working with well-known brands including Puma, Pret A Manger, ASOS, and Bloom & Wild. Across these partnerships, Mention Me has helped generate billions in revenue through referral and advocacy programmes, demonstrating the effectiveness of customer-led growth strategies.
Uthish Ranjan, Principal at Octopus Ventures, who will join Mention Me’s board as part of the investment, said the firm sees significant long-term potential in the space. “Mention Me is pioneering a new category within marketing technology by making customer advocacy a core growth channel. The team has demonstrated impressive traction, and we believe they are well-positioned to scale globally as the market continues to evolve,” he said.
Existing investor Eight Roads Ventures also reaffirmed its support for the company, having previously led Mention Me’s $7 million Series A round. The continued backing highlights confidence in the company’s trajectory and its ability to execute on its vision.
The funding comes as brands increasingly look for alternatives to traditional digital advertising, which has become more expensive and less predictable in recent years. Referral marketing, powered by trusted recommendations, is emerging as a more sustainable and cost-effective channel for customer acquisition.
By combining referral marketing with broader advocacy strategies, Mention Me enables brands to build deeper relationships with their customers while driving measurable business outcomes. Its platform provides end-to-end functionality, from advocate identification and campaign management to performance tracking and optimisation.
With fresh capital and growing market demand, Mention Me is now positioned to expand its global footprint and further establish itself as a leader in advocacy-led marketing.
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