Uberall, a location-based marketing startup that provides services to brick and mortar retailers, raises $115M, acquires MomentFeed, sources say for $50M+
Context & Ripple Effects
Uberall is doubling down on a playbook it has run before: after raising $25M led by HPE Growth Capital and buying competitor Navads in 2018, it now raises $115M and consolidates its closest US rival MomentFeed for $50M+ per sources. The deal folds MomentFeed's multi-location social and review management into Uberall's listings platform, shrinking the independent field of location-marketing vendors.
The timing lands amid a funding wave for brick-and-mortar digital tooling — the same day, last-mile software maker Bringg raised $100M at a $1B valuation — with Placer.ai's foot-traffic analytics round in 2020 marking the earlier leg of that arc.
First-order effects
- MomentFeed's retail brand customers become Uberall customers overnight, giving the combined company both companies' multi-location client bases under one platform.
Second-order effects
- Remaining standalone location-marketing rivals lose their most credible US counterpart to consolidation, pressuring them toward their own M&A or pricing concessions to defend accounts.
Third-order effects
- If the pattern holds, location data and store-presence management consolidate the way Foursquare's Places licensing did for venue discovery, concentrating brick-and-mortar retailers' online visibility with fewer platform vendors.
The trend: Retail digitization is entering a consolidation phase, where funded platforms absorb point-solution competitors rather than competing feature-by-feature.