LUMA Bets on HookLogic’s Closed Loop

Recently Formed LUMA Capital Partners Makes Performance Marketing Leader One of Its First Investments

NEW YORK – HookLogic, the pioneer of performance marketing for brands, announced today that it received an investment from LUMA Capital Partners, the recently formed venture capital fund of LUMA Partners, an investment bank known for its strategic industry maps known as LUMAscapes. HookLogic is one of the first investments of the fund.

In a recent blog post, LUMA explained the reasoning behind the investment, citing HookLogic as “leading the industry in three market trends that we are watching closely: e-commerce properties transitioning to media companies, results-driven advertising versus proxies, and mobile growth.”  The post went on to note that HookLogic is “one of the few companies powering a true marketplace at scale outside the walled garden platforms of Google, Facebook and Amazon.”

“When we first met HookLogic several years ago, we thought they had the ingredients of something very special,” said Sumeet Jain, General Partner at LUMA Partners. “The team executed amazingly on its vision and now holds an enviable position in the market.  We are excited to make this one of the first investments of LUMA Capital Partners.”

“We have tremendous respect for LUMA’s thought leadership platform and clear expertise in marketing technology and are excited to partner with them as we scale and grow HookLogic,” said Jonathan Opdyke, CEO of HookLogic. “Many of the trends that LUMA foresaw in the past few years supported the HookLogic thesis – fortunately for us they have played out as they predicted.”

The investment follows a strong year for HookLogic, in which it surpassed $100 million in sales and launched an aggressive international expansion.  The company was also recently recognized by Forrester as one of 20 start-ups all retail eBusiness executives should know.

About LUMA Partners

LUMA Capital Partners is an early stage venture firm exclusively focused on supporting the next generation of innovation in marketing technology. Our team has spent their careers investing in, leading and advising some of the most transformative companies in digital media and marketing technology. Our investors include some of the biggest and most successful names in our industry who we have worked with over the years – and who know the value first hand of having a financial partner who can offer more than just capital. LUMA Capital partners has offices in New York City and San Francisco.  For more information, please visit

About HookLogic

HookLogic, the pioneer of performance marketing for brands, partners with the world’s leading retailers and online travel agencies to accelerate sales for product brands and hotels. Advertisers use the platform to reach in-market shoppers, drive traffic to products, and attribute resulting sales. Network partners and advertisers include Walmart, Tesco, Target, Asda, Best Buy, Macy’s, Expedia, Hasbro, Intel, LG, L’Oreal, Mondelez, Philips, Microsoft and Marriott. HookLogic is headquartered in New York, with offices in Ann Arbor, Mich.; Santa Monica, Calif.; London, Paris, and Toronto. For more information, please visit or call (646) 467-8200.