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Formation Raises $30m Series A Funding led by BCG

July 25, 2016

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Funds will accelerate development of Formation's personalization platform for consumer-based enterprises, including Starbucks

San Francisco – July 25, 2016 – Takt, Inc. today announced it has secured $30 million in Series A funding led by BCG Digital Ventures, including an investment by Starbucks. Takt will utilize these funds to accelerate the development of its advanced, real-time personalization platform and to bolster the company’s growth. In addition to being an initial investor, Starbucks will be an anchor customer of Takt’s personalization platform.

“Takt's platform empowers brands to unlock deeper two-way engagement with their customers, creating a one-of-a-kind brand building experience,” said Christian Selchau-Hansen, CEO of Formation.

Using advanced machine intelligence and applied learning, Takt’s platform orchestrates thoughtful interactions tailored to an individual customer’s evolving preferences—pushing past the limits of traditional personalization. By transforming customer engagement, Takt enables businesses and their employees an unprecedented opportunity to connect with each customer.

Takt represents BCG Digital Ventures’ differentiated ability to build innovative start-ups with the world’s leading companies.

“By joining forces with Starbucks as an investor and customer, we have created an advantaged business with deep financial backing, industry experience, and technology talent," said Sean Collins, Co-Founder and Chief Investment Officer at BCG Digital Ventures.

“We believe that our unique personalization strategy will become among the most powerful drivers of our business and are pleased to be working with Formation to make this come to life,” said Kevin Johnson, Starbucks President and Chief Operating Officer. “By leveraging the power of personalization, our Starbucks Rewards loyalty program will become an even more powerful driver of our business in the future as we introduce new, individualized offers and customer experiences.”

About Takt, Inc.

Headquartered in San Francisco, Takt is a real-time personalization platform. For more information on the company, and to view current job openings, visit

About BCG Digital Ventures

BCG Digital Ventures is a corporate innovation, incubation, and investment arm of The Boston Consulting Group. They invent, build, scale, and invest in businesses with the world’s most influential companies. BCGDV’s global network of Innovation Centers span four continents and are home to a diverse range of entrepreneurs, operators, engineers, and investors. For further information, please visit

Contact: Brendan Wonnacott
Formation, Inc.
(415) 612-8299
[email protected]