DOJO AI secures £4.4m to automate marketing workflows with multi-agent AI
This article covers DOJO AI, a martech startup, which has raised £4.4m in a growth funding round led by Armilar with participation from Heartfelt VC at a reported valuation of £22.2m. The funding will be used to deepen the startup’s multi-agent AI capabilities and accelerate expansion in the United States, aiming to support marketing teams by automating workflows and reducing operational friction.
DOJO AI, a martech startup headquartered in London and Lisbon, has raised £4.4m in a growth funding round led by Armilar, with participation from Heartfelt VC, at a reported valuation of £22.2m. The funding will be used to deepen the company’s multi-agent AI capabilities and accelerate expansion in the United States — a market where most of its more than 100 customers already operate.
Why it matters
Marketing teams are saddled with tool sprawl and fragmented data: many run a dozen or more platforms that do not share context, forcing hours of manual reporting and coordination. DOJO AI aims to replace that stitching work with a continuously learning system that not only surfaces insights but also executes tactical marketing workflows.
If successful, the model shifts marketing from a reactive, reporting-first function to a proactive, execution-led system. For teams under pressure to demonstrate measurable ROI, reducing operational friction and shortening the loop between insight and action can materially change how budgets are allocated and campaigns are run.
Inside the product
DOJO’s core is the DOJO Graph, described by the company as a living knowledge graph that maps channels, campaigns, competitors and customer signals into a single model. On top of that graph run specialised agents that can reason over the data, trigger workflows across paid, organic, SEO and content, and feed outcomes back into the model so the system learns continuously.
The company calls this “agentic marketing” — systems that act autonomously rather than only responding to human prompts. In practice that means automating end-to-end tasks such as bid optimisation, content scheduling and performance reporting, with the aim of compounding improvements as the agents iterate on outcomes.
DOJO cites customer results to illustrate the product’s effect: MorningStar reported a 79% drop in cost per acquisition and a threefold increase in conversions in a 23-day window; Broadvoice reported a 290% increase in content output and a 40% drop in acquisition costs; PensionBee US said it doubled content production in half the time. These examples indicate the platform is being used for both performance marketing and content operations.
Who are the investors?
Armilar led the round, joined by Heartfelt VC. Armilar is a Lisbon-based investor with a history of backing infrastructure and enterprise tech, including Feedzai and OutSystems. Heartfelt VC is known as an early backer of European companies such as N26 and DeepL.
In the announcement, Pedro Ribeiro Santos, Managing Partner at Armilar, said:
DOJO AI's approach to marketing technology is transformative. With founders that combine deep domain knowledge and field experience in this space with some of the best talent to build the technology from first principles, we're confident in their vision and proud to partner with them as they expand a platform that is redefining how companies turn marketing data into actionable decisions.
Armilar’s involvement signals confidence in DOJO’s architectural approach and the founders’ mix of marketing and data engineering experience. Heartfelt’s participation aligns with its pattern of early bets on European teams building category-defining products.
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Founder perspective
DOJO was founded in August 2024 by Duarte Garrido and António Alegria. Garrido spent 15 years leading marketing at large consumer brands including Coca-Cola and Sky, bringing product-market insight on how marketing organisations operate. Alegria led data and AI architecture at Feedzai and OutSystems, giving the startup technical experience of building systems that scale. That pairing — practitioner-led product design backed by technical architecture expertise — is central to the company’s pitch that the problem is not lack of data but lack of systems that can act on it.
The bigger picture
The raise comes as martech vendors face two competing pressures: the demand for automation and measurable ROI, and increasing scepticism about overhyped point solutions. Investors are showing appetite for companies that can replace multiple point tools with an integrated platform that automates execution and learning.
For UK and European founders, DOJO’s focus on both US customers and core engineering reflects a common path: build product-market fit locally or in adjacent markets and use European capital to scale into the larger US revenue pool. Armilar’s participation also underscores continued cross-border investment flows between Portugal, the UK and broader European ecosystems.
DOJO’s£4.4m raise is another data point in the evolution of martech, where autonomy and closed-loop learning are moving from research demos into commercial products. As marketing teams look to cut tool clutter and reclaim time for strategy, investors and buyers will be watching whether agentic systems can deliver consistent, repeatable improvements at scale.
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