Women-led SG software firm enters unicorn club with $121m raise

Singapore-based Insider, a B2B software-as-a-service platform, has raised US$121 million in series D financing at a valuation of US$1.22 billion.

Investors in the round included Sequoia, Riverwood Capital, and 212 VC.

Insider CEO Hande Cilingir / Photo credit: Insider

Founded in 2012, Insider helps enterprise marketers connect customer data across channels and systems to reveal interests and preferred touchpoints. It also predicts consumer behavior – including customer segments that are likely to convert, buy, and churn – with an AI-powered intent engine.

The company was founded by Hande Cilingir, Serhat Soyuerel, Arda Koterin, Mehmet Sinan Toktay, Okan Yedibela, and Muharrem Derinkök.

Insider said it is a female-led organization, with women making up 60% of the top executives in the company – including its CEO, CFO, and chief human resources officer.

The firm has operations in Australia, Korea, Hong Kong, Japan, Taiwan, Vietnam, Europe, Latin America, and the US. It aims to invest HK$155 million (US$19.8 million) into its Hong Kong unit over the next three years.

See also: The female founders and leaders behind SEA’s top-funded startups

“Insider has aggressive global hiring plans and anticipates creating more than 50 jobs over the next three years, with an emphasis on hiring female engineers to fill R&D (research and development) and product development positions,” the company said in a statement.

The SaaS company serves clients in the Asia Pacific, including Singapore Airlines, Watsons, Puma, Samsung, Pizza Hut, Santander, and L’Oreal.

Other investors in the round:

• Wamda Capital
• Esas Private Equity
• Endeavor Catalyst

Currency converted from HK Dollar to US Dollar: US$1 = 7.82.