Consumer intelligence company Suzy announced a $12 million Series C funding round Tuesday. Bertelsmann Digital Media Investments (BDMI) led the round, with participation from Foundry Group and Triangle Peak Partners.

Existing investors also include Tribeca Venture Partners and Kevin Durant’s 35 Ventures.

Matt Britton, Suzy CEO, in an email to Search Marketing Daily said the company will use the funding to grow the enterprise, drive product expansion, and capitalize on the company’s continued momentum in the marketplace.

The platform supports about 200 brands. Procter & Gamble, Reckitt Benckiser, Clorox, Coca-Cola, Chobani, General Mills, Dunkin’, Chipotle, Starbucks Coffee, American Express, Publicis Groupe, and State Farm are among its clients.

Most clients have a global footprint, but the focus is on serving the U.S. market with help from 74 employees. The plan is to hire another 30 in 2020.

Launched in early 2018 at South By Southwest in Austin, the software-as-a-service model combines advanced research tools with its own consumer network to deliver quality insights and fend off rivals such as Survey Monkey and Toluna, or Kantar and Ipsos.

When asked how the company got its name, Suzy, Britton explains: “We value and celebrate consumers and felt like the ‘voice of consumers’ should be something human, personal and approachable.”

The platform is available on desktop and the mobile web.