The investment by PSG complements existing partnerships with Button’s long-term investors, including Redpoint Ventures, Norwest Ventures, and Icon Ventures, who will continue their support. Button’s platform utilizes AI to intelligently route shoppers to optimal destinations, such as a retailer’s app or a specific product page, thereby improving conversion rates, increasing mobile revenue, and streamlining the shopping journey for affiliates, creators, and social commerce marketing programs.
Positioned at the intersection of the expanding mobile commerce and creator economies, Button’s technology enables partners to monetize product discovery and shopper intent by facilitating seamless connections between users and brands within mobile applications. The capital infusion from PSG is intended to enable Button to advance its product roadmap, expedite the launch of new affiliate and creator commerce experiences, and meet the growing demand for performance-based monetization solutions.
Matt Stone, Managing Director at PSG, stated, “In our view, Button is not just building products – it is building the rails for where digital commerce is heading, while leveraging AI to address existing frustrations in mobile commerce. We’re excited to partner with Michael and the Button team to support their next chapter of growth as the shift towards a mobile-first shopping experience accelerates.” Sandeep Kella, an Advisor to PSG and the incoming Executive Chairman of Button, added, “Button is building what we believe to be the backbone for how retailers and publishers grow through performance-based commerce. Michael and the team have a big vision, and I’m looking forward to supporting them on this chapter of the journey.”
Michael Jaconi, Co-Founder and CEO of Button, commented, “We believe this investment marks a pivotal moment for Button and for our industry. As mobile and creator-driven shopping reshape the future of commerce, Button has become one of the leading companies that powers this industry. With our view on billions of dollars of commerce data and what creators, publishers, and products are trending, we’re excited to leverage PSG’s support to continue investing in new ways to deliver value to our customers. We were one of the first to bring the app economy into creator and affiliate models, and what we’re working on now will help make an even larger impact on the industry and support our mission of building a better internet that’s powered by commerce.”
Canaccord Genuity served as the financial advisor to Button in this transaction.
Button operates as a commerce optimization platform that employs AI technology to enhance the performance of creator and affiliate marketing. Its platform is utilized by major retailers, publishers, and creator networks to improve shopping experiences, strengthen attribution, and generate new inventory for retail media, collectively contributing to revenue growth across channels where Button is implemented.
PSG is a growth equity firm established in 2014, with offices in Boston, Kansas City, London, Madrid, Paris, and Tel-Aviv. The firm collaborates with software and technology-enabled services companies to facilitate transformational growth, capitalize on strategic opportunities, and develop robust teams. PSG has a track record of backing over 150 companies and facilitating more than 520 add-on acquisitions.
