23 Broadway Raises $3m To Build User Acquisition Financing Platform With AI

23 Broadway has secured $3m in seed funding to push its next phase of growth and launch a user acquisition financing platform powered by AI. The round was co-led by Betty and Will Ventures, with additional backing from 359 Capital, CEAS Investments, and Dave Bartman.

The company aims to combine non-dilutive funding for customer acquisition with its existing performance marketing services and proprietary technology. This structure removes the need for growth-stage companies to split financing and execution across multiple providers.

23 Broadway has worked with operator Betty in the past, supporting its rise to an 18% market share in Ontario. This growth was driven by its in-house marketing team and proprietary system, Atlas.

AI-led capital deployment changes how acquisition budgets are used

Atlas is an AI system built to calculate the optimal cost of acquiring each user and predict their long-term value. This approach makes budget allocation and bidding more precise across the various digital advertising channels.

With the new funding, 23 Broadway will now finance those campaigns directly and manage execution at the same time across Google Ads and other major advertising platforms. 

Jordan Tuch, CEO of 23 Broadway, said:

“23 Broadway is reimagining user acquisition financing by not only providing capital but deploying it through proprietary technology and performance marketing expertise. We’ve created a model that empowers businesses to scale faster without needing to build complex technology or marketing infrastructure themselves. The ability to use AI and execute bids based on a customer’s predicted lifetime value means we can deploy capital far more efficiently. That combination of predictive intelligence and funding creates a powerful growth engine for our partners.”

Focus turns to product development and gaming-specific models

Part of the funding will be directed toward further development of Atlas. The company is working to improve its predictive modelling, particularly relating to user behaviour and retention.

New AI models are also being developed to support retention strategies for gaming operators. Additional resources will support onboarding for new partners looking to scale acquisition efforts. 

The company is betting on a model where funding, technology, and execution sit in one place. This creates a system for financing and measuring the growth of customer acquisition campaigns.