5th Finger Taps $7M In Venture Funding

Mobile marketing veterans, 5th Finger, have closed a $7M round of funding from Australian VC firm, Starfish Ventures.

It has been an interesting journey for the guys – I remember discovering them through their regular appearances at the Wireless Wednesday events I ran back 2000. Back them they were pioneers on the edge – WAP was the new shiny thing and mobile marketing wasn’t even a glimmer in the ad agencies collective eye.

Besides their vision, the team exuded passion and I decided to take a punt. My venture firm made the first investment into 5th and we steered them through various rounds of angel funding and positioned them as thought leaders in the space.

We tried to interest other Aussie VCs in the company, particularly as their early trials with Macdonalds and others panned out to totally exceed expectations, but to no avail.

Fast forward a few years and mobile marketing became an established industry. In 2006, the company sold off the Australian and New Zealand rights to NineMSN.

Since then, most of the team has moved to San Francisco to pursue their original global vision and has been winning accolades by the fistful.

It is especially sweet that an Australian venture firm has backed them as it not only demonstrates that we were on the right track in funding them eight years ago, but also gives me fresh hope that there are venture guys down under who get it. It is in fact the third company I’ve had an association with that Starfish has backed recently – thanks guys!

Reinvigorated with a fresh round of capital I expect great things from 5th Finger.

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