Linkby, a performance PR platform that secures editorial placements with premium publishers, has raised $15 million in Series B funding led by Volition Capital. This investment will facilitate Linkby’s U.S. expansion and platform development.
The platform helps brands run performance-driven editorial campaigns with over 600 premium publishers and offers a cost-effective pricing model based on reader engagement.
Currently, more than 3,800 brands, including Charlotte Tilbury and Beyond Meat, utilize Linkby for measurable results across a network of publishers like The Daily Mail and Condé Nast. Brands report stronger returns than traditional media, while publishers gain a new stream of performance-based revenue.
How the funding will be used: Linkby will use the investment to expand its U.S. go-to-market team and accelerate product development. The roadmap includes features designed to help advertisers identify the best publisher partners, streamline campaign setup, and allocate budgets towards specific outcomes like conversions, awareness, or traffic.
The investment will also enable Linkby to be at the forefront of Generative Engine Optimization (GEO) and emerge as a leader in the next era of search. As discoverability by large language models (LLMs) like ChatGPT increasingly favors premium publishers, brands are looking to diversify their marketing spend across multiple performance-based models.
Founders: Linkby was co-founded by Chris Wirasinha, Andrew Chak, and Adrian Fagerlund. Wirasinha previously co-founded Pedestrian.tv, one of Australia’s leading digital media brands, which Nine Entertainment successfully acquired. Together, the team leveraged their experience in media, product, and commerce to build a platform that helps advertisers scale through editorial content. Linkby has since grown into a global business used by thousands of brands to drive results through premium content.
KEY QUOTES:
“Volition shares our belief in the potential for Performance PR to become a primary growth channel for brands. This funding allows us to move faster on building tools that make campaign setup easier and more intelligent, and to bring our offering to more advertisers in more markets.”
Chris Wirasinha, Co-Founder and CEO of Linkby
“Linkby is building a performance-driven solution for brands to scale through trusted editorial. By bringing accountability and efficiency to a traditionally high-cost, opaque part of the media mix, Linkby has unlocked a new channel for customer acquisition. Their model aligns with how modern brands want to buy media, and we believe they’re well-positioned to lead this category.”
Jim Ferry, Partner at Volition Capital
