PurPics Team Photo, courtesy of PurPics

PurPics, a Generation Z intelligence, and brand advocacy platform announced recently that it has raised $2 million in total funding.

The Austin-based startup closed on $920,000 this round, bringing total funding to $2 million. Felton Group, the family office of Jaffray Woodriff, led the round with participation from The Syndicate Fund and Techstars Ventures.

“PurPics is led by a phenomenal team that understands how to reach Gen Z consumers in a meaningful way. They already enable some of the best brands in the world to engage, learn from and work with this generation in a way that is beneficial to everyone, and we believe they’re just getting started. We are excited to watch PurPics continue to grow as they become the go-to platform for brands and the next generation of consumers,” Brett Brohl, founder and managing director of The Syndicate Fund and managing director of the Techstars Farm to Fork Accelerator, said in a news release.

PurPics is a software as a service marketplace that connects brands with Generation Z consumers around a cause. The company recently released a new product called PurPics Insights.

“Our platform already tracks real-time campaign analytics for our brand partners. By seamlessly integrating our Insights product on our current platform, PurPics can now power and measure marketing and sales strategies through the combination of social media data and consumer insights,”  Raahish Kalaria, PurPic’s Chief Technology Officer, said in a news release.

PurPics, which launched in 2017, has more than 40 brand customers such as Shake Shack, Clif Bar, and Vita Coco, and is working on more than 60 campuses and it has helped student organizations raise more than $750,000 for various causes.

“there’s a fundamental shift coming in the way brands will interact with and understand this next generation of consumers, and it’s going towards more authentic and purposeful strategies. What I’m most proud of is that as our company grows, so does our ability to give back. We’re very grateful for this round of funding and are excited for our next stage of growth,” Aneesh Dhawan, the company’s founder, and CEO said in a news release.

Correction: The headline and story have been updated to reflect that PurPics closed on $920,000 this round, bringing total company funding to $2 million.