SaaS database startup Connectivity hauls in $6.3 million

Connectivity’s numbers are decent.

Its 92,000 clients pay software subscription fees; it had $3 million in revenue last year; it’s on track to clear $10 million by the end of 2014; and it had an oversubscribed venture round.

And, yes, it has chief executive Matt Booth’s infectious one-liners. Just have him tell you the time he started beating overzealous hedge funders with a bat for attempting to throw venture cash at his company in order for an equity stake.

At the heart of Connectivity’s platform is its software-as-a-service (SaaS) customer-centric solutions targeting all manner of small to large businesses. Basically, the platform acts as a smart collector, aggregator, and disseminator that enables companies to amass pertinent data on customers, segments, interests, and opinions. This means Connectivity’s clients are in fact looking for specific information on their own.

Investors in the Series A round include Greycroft Partners, Rincon Venture Partners, Daher Capital, Double M Partners, TenOneTen Ventures, Eytan Elbaz and SLP Ventures. Connectivity was initially bootstrapped.

Connectivity’s marketing-automation software means businesses can use it to amass data on the spending, eating, drinking, trending, and buying habits of people frequenting their establishments. This could include auto dealers, plumbers, box stores, restaurants, and the like. The startup will soon spin out their next-generation platform in late spring, promising even more features.

“The data we run today is the precursor of the marketing automation platform of tomorrow. We are focusing on helping the enterprise market and national companies with their presence in local markets,” Booth said.

“Ultimately, we are allowing companies to know what their clients are saying about them.”