Liverpool-based tech firm OBT Live has secured over £2.25m in Series A funding to supercharge its AI-powered customer engagement platform in a move that values the fast-scaling business at more than £10m.
The raise, led by NPIF II – Praetura Equity Finance (managed by Praetura Ventures as part of the Northern Powerhouse Investment Fund II), will fuel the company’s continued UK expansion, ramp up product development, and accelerate its growth across the media, sport, retail and leisure sectors.
The investment comes hot on the heels of rapid international growth for the firm, including the launch of a new Middle East hub in Dubai, signalling a major step in its global ambitions.
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Founded by digital engagement experts Paul Shannon and Chris Hodgson, OBT Live helps brands ditch static, one-size-fits-all content in favour of real-time, hyper-personalised experiences that adapt to user behaviour.
At the heart of the company’s offering is Engage AI – proprietary software that blends behavioural psychology, game design and LiveOps principles to keep audiences hooked. Think challenges, rewards and contextual interactions that turn browsers into buyers, while helping brands collect richer consumer insights.
“Securing this investment is a significant milestone for OBT Live,” Shannon and Hodgson said in a joint statement. “It not only validates our vision but also provides the resources to scale our operations and enhance our service offerings. We’re excited to partner with Praetura Ventures, whose commitment to supporting northern tech businesses aligns perfectly with our growth ambitions.”
Peter Carway, Investment Director at Praetura Ventures, said: “OBT Live’s innovative approach to LiveOps and customer engagement positions it at the forefront of digital transformation across multiple industries. It’s also an example of how Liverpool is advancing its cluster of innovation and harnessing a new generation of tech talent. We’re proud to be supporting OBT Live’s journey with more than money.”
Sue Barnard, Senior Investment Manager at the British Business Bank, said: “OBT Live represents the kind of forward-thinking, tech-driven business that NPIF II is here to support. With its innovative approach to customer engagement and real-time digital experiences, it is helping brands transform how they connect with consumers.”
Backed by the £660m Northern Powerhouse Investment Fund II, the investment is part of a wider mission to support ambitious Northern firms, break down barriers to funding, and drive innovation-led growth across the region.
