Foursquare picks up $33 million Series F investment

Foursquare has today announced the partial close of a $33 million Series F financing, with $25 million already closed out and another $8 million inbound, according to the blog post.

The round was co-led by Simon Ventures and Naver Corp, with participation from Union Square Ventures, an existing investor.

Over the past four years, Foursquare has pivoted from a consumer-facing social application to an enterprise platform, giving brands, retailers and ad platforms a way to get accurate, location-based data about their customers and their conversion rates.

Foursquare CEO Jeff Glueck told TechCrunch that more than 90 percent of Foursquare’s revenue comes from the enterprise side of the business. Two of the company’s most popular products are Attribution and the Pilgrim SDK.

With Attribution, Foursquare allows retailers and publishers to effectively track the impact their media has on conversion at offline locations. Using a panel of 25 million, non-incentivized users, these brands and retailers can track their own impact, as well as make more informed campaign decisions using insights around foot traffic and visit history of certain demographics.

The Pilgrim SDK, on the other hand, allows brands and partners to deliver highly relevant notifications and other experiences to their own users by leveraging Foursquare’s troves of location data.

Foursquare customers include Tinder, AccuWeather, Spotify, Hilton, and iHeartMedia, and that doesn’t include the long list of brands — Uber, Apple, Microsoft, Samsung, and Twitter — whose platforms are powered by Foursquare location.

According to Glueck, one of Foursquare’s greatest advantages is that they can offer the same high-level capabilities as their competitors, such as Facebook and Google, while focusing solely on the value they’re delivering to partners.

“The success of Google or Facebook or Amazon makes them great companies but unreliable partners,” said Glueck. “The truth about these walled gardens is that they can change their terms and conditions on a whim. They’re not partner-oriented. They’re seeking domination. It’s important for an independent developer community to be able to partner with a company that has the same capabilities.”

Foursquare currently includes more than 100 million places in more than 150 countries on their platform, which powers apps that collectively serve more than 1 billion consumers.

This latest round, which increased the company’s valuation, brings Foursquare’s total funding to $240 million.