Toronto-based Difference Capital Funding Inc. will acquire a 15.4% stake in Appinions Inc., a provider of influencer information for brands, agencies and online publishers. DCF’s $2 million investment is in the form of convertible debt, with a three-year term and a 6% coupon.
Appinions’ proprietary software identifies social-media influencers who create content and who attract the most attention and media coverage. Using Appinions’ Influencer Exchange service, public relations agencies and brand owners can quickly identify the most effective influencers for any topic, brand, issue or person.
The investment in Appinions is DCF’s second transaction since its formation as a technology-oriented merchant bank in the spring of 2012. It recently announced a $19.8 million investment in Virgin Gaming, the fast-growing online service that hosts video-game tournaments, leagues and ladders.