31 August 2022

SuperSeed Capital Limited

("SuperSeed Capital" or the "Company")

Investment into Duel

SuperSeed Capital Limited, a company established as a Venture Capital fund of funds for early-stage technology investing is pleased to announce its' primary holding, SuperSeed Fund II, has led a US$3.6 million round investment into leading brand advocacy platform, Duel.

Duel is a Brand Advocacy software as a service ("SaaS") platform that helps consumer retail brands grow through the advocacy of their passionate customers and fans.

The platform enables brands to coordinate, track and measure Advocates at scale, across multiple communities, including customer ambassadors, creators, influencers, athletes, and store employees, so they can:

- Acquire more customers through social commerce at a fraction of the cost of advertising

- Convert more customers by building trust through social proof (e.g. reviews and content)

- Retain more revenue by driving engagement, creating superfans and rewarding loyalty

Pulling on proven growth techniques from viral gaming and consumer psychology, the Duel technology was developed after consulting with hundreds of the world's best brands to turn word-of-mouth marketing into a science and make growing a brand through advocacy as easy, predictable, and scalable as buying a Facebook ad.

The platform is used by brands such as ASOS, Unilever, Charlotte Tilbury, Rab, Monica Vinader, Mint Velvet, Beauty Pie, NEOM, Bleach London and Elemis. Duel was also featured in Gartner's 'Cool Vendor' Retail Marketing category and is B Corp pending.

The investment will enable Duel to continue its growth and better serve its expanding global client base. In addition, it will help the business attract and develop more talent to support the company's ambitious plans this year.

Mads Jensen, Managing Partner at SuperSeed, commented: 

"We are delighted to have led the investment round in Duel. For too long, consumer brands have been forced to rely on expensive ads to drive revenue. Duel's technology is a game changer, as it helps brands reduce their reliance on ineffective advertising strategies and instead use their own communities to grow. We believe this company has the potential to become one of the most important SaaS companies to emerge from the UK in years."

For more information, please visit www.superseed.com or contact:

Notes to Editors

SuperSeed Capital Limited is listed on the Aquis Stock Exchange in February 2022 and will be investing as a limited partner of SuperSeed Ventures' LLP second fund, SuperSeed Ventures II LP ("Fund II"). The Company may also invest in other investment funds managed or advised by SuperSeed Ventures or any affiliate of SuperSeed Ventures or other investment funds managed or advised by third parties other than SuperSeed Ventures.