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Fairy has raised $4.0M across 1 funding round.
Key people at Fairy.
Fairy was founded by Avlok Kohli (Founder / CEO).
Fairy has raised $4.0M in total across 1 funding round.
Based in Seoul, Republic of Korea, Fairy develops on-device artificial intelligence technology that detects user behavior and intent in real-time while keeping customer data securely stored locally. The company provides customer engagement solutions and software development kits for mobile applications, enabling context-based push marketing and personalized rewards across different platforms. Operating with a team of 6 to 10 employees, the enterprise helps telecommunications providers and financial services applications deliver instant cashback and targeted offers at the exact moment of purchase. The platform has already been adopted by South Korea's top five credit card companies, generating revenue through licensing and transaction fees while reporting commerce activation conversion rates of 78 percent. Leveraging prior artificial intelligence product management and development experience at Google and Android, the company was founded in 2023 by Amy Jang and Jiwon Shin.
Fairy was founded by Avlok Kohli (Founder / CEO).
Fairy has raised $4.0M in total across 1 funding round.
Fairy's investors include Abstract Ventures, Afore Capital, Altair Capital Management, Better Tomorrow Ventures, Bow Capital, Electric Capital, Founder Collective, Initialized Capital, Long Journey Ventures, Openview Venture Partners, PIABO, Polychain Capital.
Fairy has raised $4.0M across 1 funding round. Most recently, it raised $4.0M Seed in June 2017.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Jun 1, 2017 | $4M Seed | — | Abstract Ventures, Afore Capital, Altair Capital Management, Better Tomorrow Ventures, BOW Capital, Electric Capital, Founder Collective, Initialized Capital, Long Journey Ventures, Openview Venture Partners, Piabo, Polychain Capital, Quiet Capital, Ridge Ventures, Structure Capital, UpHonest Capital, Y Combinator, David Hauser, Ding Zhou, Ellen PAO, Immad Akhund, Kyle Vogt, SAM Altman | Announced |
Key people at Fairy.
Fairy, Inc. is a South Korean B2B SaaS startup developing an AI-powered, behavior-based CRM marketing solution that analyzes users' online behavior inside and outside apps to deliver personalized push marketing campaigns.[1] It serves businesses seeking to enhance customer engagement through real-time data on shopping journeys, integrating with payment services for tailored experiences, solving the problem of untapped out-of-app user insights while respecting consent.[1] The company has demonstrated strong growth momentum, securing 1.4 billion KRW (~$1M USD) in funding from investors like Mashup Angels, Bass Investment, Kona I Partners, and Infobank, and earning selections for prestigious programs including the Ministry of SMEs and Startups' DeepTech-TIPS, Google for Startup Accelerator, Samsung Finance, and SKT open innovation.[1]
With over three years of tech development and a team of in-house cloud/AI experts (many ex-Google), Fairy has a proven commercialization track record exceeding one year, recently relocating to Pangyo Startup Campus's Global Growth Center to scale.[1]
Fairy emerged from intensive R&D in South Korea, focusing on AI-driven analysis of online user behavior for CRM applications.[1] CEO Jang In-seon leads the company, backed by a technical team with deep expertise in cloud infrastructure and AI, including former Google engineers who built the core system over three-plus years.[1] The idea crystallized around enabling businesses to access consented, first-party data on users' app-external activities—such as browsing and shopping touchpoints—to fuel hyper-personalized marketing, addressing gaps in traditional CRM tools.[1]
Early traction came via a year-long commercialization phase, culminating in DeepTech-TIPS selection for its tech maturity and team strength, alongside accelerator nods from Google, Samsung, and SKT, which validated and accelerated its path.[1]
Fairy rides the wave of AI-enhanced personalization and first-party data shifts, accelerated by privacy regulations like GDPR and cookie deprecation, making behavior-based CRM essential for compliant, effective marketing.[1] Timing is ideal amid Korea's booming startup ecosystem—Pangyo as a hub mirrors Silicon Valley—and global demand for real-time analytics in e-commerce/payment integration.[1] Market forces like rising mobile shopping and AI adoption favor it, as businesses seek edges over generic tools; Fairy influences the ecosystem by pioneering out-of-app tracking, potentially setting standards for DeepTech CRMs and inspiring similar innovations in Asia.[1]
Fairy is primed to dominate behavior-based CRM in online platforms, expanding from Korea to global markets via DeepTech-TIPS funding and accelerators.[1] Trends like AI data enhancement and personalized payments will propel it, with CEO Jang targeting leadership in user-business interactions.[1] Its influence may evolve into a full-stack marketing OS, powering ecosystem-wide personalization—transforming how startups like Fairy turn behavioral insights into scalable growth.
