South Africa-based proptech company FlowLiving has closed a R78 million ($4.5 million U.S.) pre-series A funding round to drive its b-to-b growth strategy.

FlowLiving provides property sites, real estate agents and developers with tools and application programming interfaces to run cross-channel performance marketing programs for property listings on social media, digital out-of-home boards and similar. The company says its clients have seen 400% growth in listing views of ads boosted and powered by Flow.

“We’ve proven the case in South Africa with partners including PropData, Re/Max, Seeff, Exp South Africa and RealNet, as well as in Australia with AgentBox, leading agency groups and a major portal going live in March. We’re also well on our way to establishing distribution deals in the United Kingdom and are already in discussions with partners in countries in Europe and North and South America,” the company said in a blogpost.

FlowLiving was co-founded by Gil Sperling and Daniel Levy, who sold adtech and performance marketing company PopiMedia to global communications group Publicis in 2015.

FutureGrowth Asset Management led the latest funding round, which also saw participation from Endeavour Harvest Fund, serial entrepreneur Steven Heilbron and existing backers, Kalon Venture Partners, Vunani Fintech Fund and Buffet Investments.

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