Amvensys Capital Group from Texas invested an undisclosed amount in social media management firm Simplify360.

With that, Z. Ed Lateef and Ajay Alur from Amvensys will join Simplify360’s board and the funds are planned to be utilized for acquisition and growth of new customers in the U.S.

Simplify360 is a SaaS player providing social media analytics tools partnering with companies to implement social media as part of their digital marketing activity.

The company was instrumental in doing the social media analysis of the recently concluded talk show by Aamir Khan, Satyameva Jayate.

InRev Systems, the holding company of Simplify360 had received Series A funds from a Kolkata based IT focused investor.

Prior to starting the social media analytics services in 2009, the company had built a Business Intelligence tool catering to managerial requirements called Scoop and was eventually shut. This was followed by an economic reporting and forecasting portal, FCube, available for free and targeted at the American market.

In 2009 it was launched as an end-to-end social media tool and its key features include brand monitoring, campaing management – social updates, channel analytics, workflow and engagement console.

In July this year, it forayed into the European market with Shalokh, Netherlands as strategic business partner. The company launched the Dutch version of the site followed by the Analytics Engine in local language.

It's clientele includes Cafe Coffee Day, Starcom Mediavest Group, Beehive Communications, Impetus Research, Mast Kalandar, Narayana Netralaya and Spar Hypermarket among others.

Other online brand monitoring apps available in the market include Radian 6, Kurrently, Tweetbeep, Though-tBuzz, Sysomos, Lithium, iEngage, Alterian, Brandwatch, Omllion and Reputeme.

Amvensys, based in Texas is an investor group focused on high-growth companies in energy, cable and telecom utilities.

A similar social media enhancing and support services provider Freshdesk had raised $1 Mn from Accel Partners last year.

Ashok Soota’s Happiest Minds Technologies also raised $45 Mn from Canaan Partners and Intel Capital last year in November.

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