Decima2 wins £480k pre-seed to cut SME ad waste via causal modelling
This article covers Decima2, a martech startup, which raised £480,000 in a pre-seed funding round completed in December 2025. The funding is intended to develop an AI-driven platform using causal modelling and generative AI to help small and medium-sized businesses reduce wasted marketing spend across paid channels and landing pages.
Decima2, a martech startup, has raised £480,000 in a pre-seed funding round to accelerate development of an AI-driven platform that aims to reduce wasted marketing spend for small and medium-sized businesses. The funding is earmarked to deepen the company’s causal-modelling and generative-AI capabilities that target optimisation across paid channels and landing pages.
Why it matters
SMEs often lack the analytics and engineering resource to know which parts of their paid marketing actually drive growth. Decima2’s approach — using causal modelling to identify true drivers of conversion and generative AI to iterate on creative and landing pages — promises to shift decisions from intuition to evidence. For marketers operating on tight budgets, even small improvements in attribution and optimisation can materially change return on ad spend.
Inside the product
Decima2 combines causal inference techniques with generative AI to continuously optimise Google Ads and high-converting landing pages. The product is positioned to give smaller marketing teams access to analytical workflows usually built and maintained by larger firms, automating both measurement and incremental creative changes.
Founders Alexis Monks and Torty Sivill met while studying computer science at the University of Bristol. Sivill holds a PhD in artificial intelligence from the Alan Turing Institute. The startup’s technology has been recognised at the Bristol Innovation Awards, Oxbridge AI Challenge, Technology for Marketing Awards, Women TechEU, and Tech Nation Rising Stars, signalling early validation from industry and academic programmes.
Who are the investors?
The round includes £335,000 in equity investment and £125,000 in equity-free grant support, completed in December 2025. Investors named in the announcement are Haatch, Y Combinator and Partner Nicolas Dessaigne.
The mix of equity and grant funding gives Decima2 runway to continue product development while preserving some non-dilutive capital for experimentation. The announcement says the money will be used to expand the company’s AI optimisation capabilities and product delivery for small and medium-sized customers.
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Founder perspective
In the announcement, Alexis Monks, Co-founder at Decima2, said:
Too many businesses are forced to guess where their marketing budget is working. We built Decima2 to replace assumptions with evidence, so teams can confidently invest in what actually drives results. This funding allows us to double down on building a product that makes advanced optimisation accessible, not intimidating.
In the announcement, Torty Sivill, Co-founder at Decima2, said:
Our focus has always been on applying rigorous causal methods to real commercial problems. This investment gives us the runway to deepen the technology and deliver measurable impact for growing businesses.
The bigger picture
The deal is part of a broader trend where martech startups apply machine learning and causal inference to longstanding attribution and optimisation problems. Investors are increasingly looking for businesses that can demonstrate measurable improvements in marketing efficiency rather than incremental tooling. For UK and European SMEs, tools that reduce wasted ad spend could become a key lever for sustainable growth as marketing budgets face continued scrutiny.
Decima2’s progress will be watched as an example of how research-grade AI techniques are productised for commercial use. If the startup can translate causal insights into reliable, repeatable uplift for customers, it may help push more investment into practical AI applications within the martech space and beyond.
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