15gifts Ltd Secures £1m to Advance AI-Powered Decision Engine

Crawley-based 15gifts Ltd, trading as Humara, has successfully raised £1m in a new funding round, with the allotment date recorded as 21 April 2026 and the filing date on 28 April 2026. The company specialises in developing an intelligent decision engine platform that integrates recommendation technology into third-party websites, leveraging machine learning and consumer behavioural psychology to optimise online sales journeys for businesses.

Founded on 13 October 2009, 15gifts Ltd addresses the critical challenge businesses face in converting online visitors into customers by providing a sophisticated platform that guides users through their purchasing decisions. Humara’s technology is particularly focused on mobile network operators across the UK, US, and Europe, helping them enhance their digital sales performance. The company’s latest accounts show a revenue of £7.1m and a workforce of 92 employees, though it reported a profit/loss of £-2,398,387.

This £1m funding injection follows several previous rounds for 15gifts Ltd. The company secured £5m in December 2022, demonstrating significant investor confidence at that time. More recently, 2025 saw two smaller raises: £33.6k in September and £500k in December. The current £1m round represents a substantial capital boost, indicating continued investment in the company’s growth trajectory and its innovative AI-driven solutions after these more modest raises.

The funding landscape for B2B software and AI-powered solutions in the UK remains dynamic, with significant capital flowing into these sectors. UK startups collectively raised £17.5bn across more than 2,000 deals in 2025, solidifying the UK's position as Europe's leading innovation hub. The UK tech industry is recognised as the largest in Europe and the third largest globally.

Artificial intelligence, a core component of Humara’s platform, has been a dominant theme in UK venture capital. AI startups raised over £6bn in 2025, accounting for more than one-third of all UK venture capital, the highest share on record. This momentum has continued into 2026, with UK AI startups raising a record $5.8bn (approximately £4.6bn) in Q1 2026, representing nearly three-quarters of all venture capital raised during that period. The focus for AI investment is shifting from experimental pilots to deployments that demonstrably improve productivity and operational efficiency.

The broader Software as a Service (SaaS) sector, where 15gifts Ltd operates, has also shown robust growth. The UK SaaS market expanded from £6.4bn in 2020 to over £11.2bn in 2023, with a projected volume of £15.30bn by 2025. By April 2026, SaaS companies in the UK had already raised $5.72bn (approximately £4.5bn) across 110 rounds, marking a 128.14% rise in funding compared to the same period in 2025. This indicates a strong appetite for B2B software solutions that offer cloud-based, subscription models.

Humara's specialisation in recommendation engines and customer journey optimisation places it within a rapidly expanding global market. The global recommendation engine market was valued at USD 9.15bn (approximately £7.3bn) in 2025 and is forecast to reach USD 38.18bn (approximately £30.5bn) by 2030, growing at a compound annual growth rate (CAGR) of 33.06%. Europe accounted for a significant 27.4% share of this market in 2023. The increasing demand for personalised user experiences, particularly within the IT and telecom sectors, is a key driver for the adoption and growth of recommendation engines. Businesses are increasingly investing in AI to enhance customer experience, with nearly half of UK retailers (46%) prioritising this in 2025.

Furthermore, the European Customer Journey Analytics Market, which closely aligns with Humara's offerings, was valued at USD 5,004.49m (approximately £4bn) in 2025 and is projected to reach USD 27,886.72m (approximately £22.3bn) by 2034, with a CAGR of 21.03% from 2026. The UK market for customer journey analytics held an 18.2% share in 2025, driven by its advanced financial services sector, vibrant retail industry, and early adoption of digital technologies.

While overall venture capital investment in the UK has shown a trend towards larger, later-stage deals, with rounds over £25m constituting more than 70% of funding in 2025, early-stage and growth-stage companies continue to attract investment. The £1m round secured by 15gifts Ltd positions the company to further develop its intelligent decision engine, capitalise on the growing demand for AI-driven customer experience solutions, and expand its reach within the competitive UK, US, and European markets.