Luni, a European mobile app studio, announced it has secured $14 million in user acquisition financing from financial services firm PvX Partners to expand its application portfolio and accelerate the growth of Shorts, its micro-drama platform.
The company said the financing will support global growth initiatives, with a particular emphasis on Shorts, which delivers short-form original series designed for mobile audiences. Luni described Shorts as one of the fastest-growing applications in the micro-drama category, a segment that has emerged as a leading trend in entertainment.
Luni’s portfolio also includes Fitness Coach, Scanner, and Photo Editor, with the company’s applications generating millions of downloads each month. According to the company, Shorts has become a central component of its strategy to build a leading position on app marketplaces through mobile-first entertainment experiences.
The financing was provided by PvX Partners, which specializes in user acquisition financing for consumer applications. Unlike traditional venture capital or debt financing, PvX offers non-dilutive revolving credit facilities structured around the economics of customer acquisition. Repayment is tied to cohort performance and cash generation, enabling companies to increase marketing investments without giving up equity ownership.
Luni said the new facility will allow the company to scale Shorts and its broader application portfolio while maintaining the disciplined and profitable growth approach it has pursued since its founding.
PvX Partners focuses on providing financing solutions tailored to consumer app publishers, enabling them to align marketing spend with user performance and revenue generation.
