Finnish startup Underhood.co has raised a seed round from a number of angel investors for further development of its online reputation measurement tool.

The company did not unveil the size of the investment. The firm raised 100,000 euros funding from Finnish business data firm Asiakastieto in February.

So far Underhood has automated rather simple company pages showing the sectors and latest social media activity, but the company has started to create deeper analysis tool using nowcasting methodology, enabling it to present up to date information on any company – also publicly listed ones.

It launched a beta version in July and opened a paid-for reputation service late October. “Reputation is one of the most important assets for companies, but there’s been massive shortage of valid measurement tools,” said Sami Kuusela, the founder Underhood.co.

“Also, the full transparency, allowing everyone to see other’s results has brought people into Underhood. They want to know how their neighbour is doing and learn from the competitor’s ways to communicate online,” he said.
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