SetSquared member Duel has added UBEF II to investors including London Co-Investment Fund as it looks to drive adoption of its advocacy marketing platform.

UK-based advocacy marketing recruitment tool developer Duel has secured an undisclosed amount of funding from university venturing fund University of Bristol Enterprise Fund II.

University of Bristol Enterprise Fund II is managed by Parkwalk Advisors, a fund management division of commercialisation firm IP Group.

Founded in 2015, Duel has built an advocacy marketing platform that enables businesses to make customers representatives of their brand by enabling them to track subsequent referrals on social media channels through a tagging tool dubbed “shoppable shares”.

Customers apply to be an ambassador by uploading a photo of themselves after purchasing an item from one of Duel’s partners.

Duel is listed as a portfolio company of the mayoralty-backed London Co-Investment Fund and VC vehicle Downing Ventures, though details of their investments could not be ascertained.

The company is also a member of the SetSquared incubator scheme, a partnership between the universities of Bristol, Bath, Exeter, Southampton and Surrey.

– Feature image courtesy of Duel.