E Fundamentals, a London-based eCommerce analytics platform, is preparing to create a new development hub in Edinburgh in its first foray north of the border. The news comes only days after DIGIT reported that Edinburgh is continuing to grow itself as a tech hub in the number of developers and data scientists working in the city.
The move is expected to create 26 jobs, and is being bolstered by a £320,000 Regional Selective Assistance Grant – awarded to businesses who wish to develop a project in Scotland – from Scottish Enterprise as part of the overall £2.5 million investment.
Economy Secretary Keith Brown lauded the move, stating: “This is another example of a leading technology company harnessing our highly educated and skilled workforce and demonstrates Scotland’s strength and expertise in developing these state-of-the-art technologies.”
E Fundamentals, a software-as-a-service platform, provides businesses with brand insights and offers advice on how to increase their revenue and traffic, a plan which the firm calls The 8 Fundamentals. Including advice on ‘fixing the basics’, ‘selling the benefits’ and ‘smart promotions’, The 8 Fundamentals Dashboard delivers these insights directly to the client.
John Maltman, Chief Executive of E Fundamentals, said: “As a Scot, I know the potential that Edinburgh has to drive our company’s expansion into Europe.
“We’re looking to recruit the best of Scottish talent and set up a technical team who will work alongside the team in London. Both offices will work as one unit and play a critical role in developing our services for some of the largest manufacturers in the world.” Maltman has previously held senior positions a number of big brands including P&G, PepsiCo and Asda Walmart.
E Fundamentals platform was first offered in May last year. Since then the firm has secured a number of high-profile clients including Jacobs Douwe Egbert (owner of Douwe Egberts, Kenco and Jacobs), Wilkinson Sword, General Mills (owner of brands including Old El Paso and Häagen-Dazs) and Nestlé Purina.
Neil Francis, Interim Managing Director at SDI which also liaised on the deal, added: “E Fundamentals decision to expand its operations here reflects the strong proposition Scotland offers to inward investors, including our exceptional skills base, strong links between industry and academia and an effective business ecosystem, particularly around the tech sector.
“We have a clear focus on winning the right kind of investment for Scotland and E Fundamentals is a fantastic example of this. We look forward to continuing to work with the company to help it fulfil its growth ambitions further still.”