Roximity
Location-based alert and deals platform enabling merchants to send targeted messages to potential customers.
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| Total Funding | 000k | ||
Roximity was a Denver-based startup focused on location-based mobile marketing, founded in 2011 by Danny Newman and Austin Gayer. The company's inception traces back to a 24-hour hack-a-thon at TechCrunch Disrupt, where the co-founders created their initial beacon prototype and secured their first investors. Following this early success, Roximity participated in the Techstars accelerator program in Boulder in 2012. Newman, a Colorado native, had a background as a tech entrepreneur before venturing into this space.
The core of Roximity's business was a comprehensive platform that combined proprietary beacon hardware and software. This technology enabled clients—such as retailers, brands, and venues—to interact with consumers in close physical proximity. The beacons could detect a nearby smartphone, allowing marketers to send targeted messages and analyze customers' precise in-store locations and movements. The business model centered on providing this full-featured advertising and analytics platform to clients in sectors like retail, CPG, auto, and entertainment to help them influence consumer behavior at a granular level, down to a specific store aisle.
In a significant milestone, Roximity was acquired by Verve, a leader in location-powered mobile marketing, on June 22, 2016. The acquisition was a strategic move, combining Roximity's advanced in-store beacon technology with Verve's extensive data distribution network. This integration aimed to make mobile advertising more precise and measurable by bridging device data with physical locations to provide deeper behavioral insights. At the time of the acquisition, Roximity had eight employees and planned to expand its technical team with Verve's support.
Keywords: proximity marketing, beacon technology, location-based advertising, mobile marketing, retail analytics, in-store analytics, customer engagement, AdTech, location data, hyperlocal targeting, consumer behavior analysis, Danny Newman, Austin Gayer, Verve acquisition, Techstars alumni, location-based services, mobile advertising platform, retail technology, CPG marketing, automotive advertising