Minerva Raises $20M in Funding from The General Partnership

The company plans to use the funding to grow its engineering, research, and go-to-market teams, and to develop its self-serve platform further.

Minerva helps brands bring together scattered first-party data and enrich it with additional consumer context. This allows companies to quickly activate their data and run AI-powered marketing workflows within 24 hours.

While brands already have valuable customer data, it is often limited by fragmentation and missing context. Minerva solves this by turning that data into AI-ready insights that help brands better reach and convert customers throughout the entire marketing funnel.

Saedi and Joseph founded Minerva after their experience using alternative data to trade markets, where they saw both the value of consumer data and the challenge of turning fragmented datasets into useful insights. They created Minerva to help companies use AI to understand better, and reach customers, while reducing manual marketing work so teams can focus more on strategy and brand storytelling.

By turning fragmented customer data into actionable insight's, Minerva has delivered strong early results. In initial deployment's the platform has helped improve paid media ROAS by 3.4x, and increased direct mail MQL rates by 2.5x.

Minerva’s platform is designed for CMOs and marketing teams that want to move away from manual data handling, fragmented measurement, and constant campaign management. Instead of managing each step of the process, teams simply set their goals, and Minerva’s AI agents execute the work—allowing marketers to focus more on strategy and decision-making rather than day-to-day execution.

The company was founded on the belief that understanding consumer behavior more deeply and accurately will become increasingly important in an AI-driven world. As AI agents become more advanced, the main challenge for marketing teams is no longer access to AI models, but having high-quality, well-structured data and context for those models to use effectively.

“AI agents are context-hungry, and whoever structures the right context for a domain wins that domain,” said Phin Barnes, co-founder and Managing Partner at The General Partnership. “Minerva is building the context layer for marketing. Most brands have valuable first-party data, but it’s fragmented and hard to use. Minerva turns that data into something AI can actually reason over, so then marketers can act on it.”

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“Marketing teams are under pressure to deliver better outcomes with more complexity, more channels and more data than ever before,” said Jackson Engles, co-founder and CEO of Minerva. “Minerva gives marketers the context and infrastructure to understand their customers more deeply and act on those insights faster. Our goal is to give repetitive, operational work to AI so our customers can spend more time on the work that requires real human judgment.”

About Minerva

Founded in 2023 by Mathew Joseph, Jackson Engles, and Daniel Saedi, Minerva builds AI tools for marketing leaders. The company helps brands unify and organize their first-party data, enrich it with consumer context and use AI to create, analyze, and optimize marketing campaigns at scale. Minerva works with leading consumer brands across industries such as sports, hospitality, financial services, real estate and travel.

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