Made With Intent raises £2.4m seed to turn behavioural signals into retail revenue
This article covers Made With Intent, an ecommerce startup, which has raised £2.4m in a seed funding round led by NPIF II – PXN Equity Finance. The funding will accelerate product development and hiring across engineering, data, sales and marketing as the startup targets expansion into Europe and the US, and its AI-driven platform is intended to help retailers convert behavioural signals into real-time intent-led experiences.
Made With Intent, a Liverpool City Region-based ecommerce startup, has raised £2.4m in a seed funding round led by NPIF II – PXN Equity Finance. The cash injection aims to accelerate product development and hire across engineering, data, sales and marketing as the company targets expansion into Europe and the US.
Why it matters
Retailers increasingly sit on huge volumes of behavioural data but struggle to turn it into timely, revenue-driving action. Made With Intent’s approach—turning signals of customer intent into on-site experiences and campaign triggers—targets that gap. If the company’s reported average uplifts hold, clients could see near-term improvements to both top-line revenue and profit margins without relying on blanket discounts.
The deal also highlights growing flows of regional capital into digital and creative industries in the North of England, where funds such as NPIF II are explicitly designed to boost local innovation and jobs.
Inside the product
Made With Intent uses an AI model that analyses more than 800 on-site signals—clicks and other behavioural cues—to predict customer intent in real time. The platform then enables retailers to serve intent-based experiences, for example tailored messages or email capture, at moments judged to be most impactful.
The company says brands using the tool typically see revenue increases of almost 10% and profit-margin improvements of more than 11%, attributing gains to better-timed offers and fewer unnecessarily deep discounts. Made With Intent reported 150% revenue growth in the past year and plans product enhancements such as more agentic features and deeper insights to let clients run more sophisticated campaigns.
Among its customer roster are MandM (online discount fashion retailer), Hotel Chocolat (premium chocolatier), On the Beach (online travel agent), Benson for Beds (bed retailer) and Jacamo (menswear). Their use cases range from optimising discounting to capturing email leads at high-intent moments.
Inside the investor line-up
Who are the investors?
The round was led by NPIF II – PXN Equity Finance, managed by PXN Ventures as part of the Northern Powerhouse Investment Fund. Existing investors Mercuri and Haatch also participated.
The backing will be used to double headcount and make hires across engineering, data, sales and marketing as the company scales into new territories.
The Northern Powerhouse Investment Fund II is a £660m programme covering the North of England. It provides loans from £25,000 to £2m and equity investments up to £5m, aiming to increase the supply and diversity of early-stage finance and support innovation and local growth.
In the announcement, Patricia El Jichi, investment manager at PXN Ventures, added:
Online retailers often have access to large amounts of customer data, but not every retailer knows how to use it to improve customer experience and boost sales. Made With Intent is leading the industry by understanding the intent of the consumer, which is an incredibly challenging problem, but one that that will create competitive advantages for the retailers that adopt it. The ecommerce landscape is becoming more sophisticated and traditional metrics are being improved upon by smarter campaign decisions, with David and his team at the forefront of that change.
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Founder perspective
In the announcement, David Mannheim, Founder at Made With Intent, said:
Too many brands are only looking at page views, time on site and clicks as their go-to metrics without tapping into their customers’ level of intent, leading to missed opportunities. Intent data not only reveals each visitor’s mindset, but because it updates as they shop, it lets you deliver experiences right at the optimal moments.
Made With Intent lets ecommerce brands take a Moneyball approach to finding new growth. It helps them to boost revenue and profit gains by increasing sales and not giving discounts away too cheaply. Having NPIF II – PXN Ventures on board, as well as continued support from our existing investors Mercuri and Haatch, will enable us to scale and reach more brands across more territories, who may otherwise get left behind in the changing world of ecommerce.
Mannheim previously sold his agency User Conversion to Brainlabs and has written on intent in marketing. That background underpins the product’s focus on behavioural signals rather than traditional vanity metrics.
The bigger picture
This round is part of a broader push to professionalise personalisation in ecommerce, moving from simple segmentation to continuous intent-driven actions. For UK ecommerce startups, access to regional funds like NPIF II can provide not only capital but connections to retail customers and hiring pools outside London.
As the company expands into Europe and the US, its progress will be a small test of how well regionally backed UK AI-driven ecommerce tools can compete internationally amid rising demand for smarter digital merchandising and campaign automation.
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