MUFG Innovation Partners invests in Auxia
MUFG Innovation Partners (MUIP), the corporate venture capital arm and a wholly owned subsidiary of Mitsubishi UFJ Financial Group (MUFG), has recently invested in Auxia through the MUFG Innovation Partners No. 3 Investment Partnership.
The USD 23.5m Series A round was led by VMG Technology Partners, with participation from MUIP, Incubate Fund, Vela Partners, Stage 2 Capital, and more than 50 industry leaders, including current Google CMO Lorraine Twohill, Booking.com CMO Arjan Dijk, and former Meta Chief Business Officer David Fischer.
As digital marketing has advanced along with higher internet usage in recent years, various platforms such as Google Ads and Facebook Ads have emerged to drive customers to company websites and apps. However, there are challenges in optimizing conversions after acquiring customers.
Auxia addresses this issue by replacing traditional manual and rule-based marketing processes with its AI decision-making engine. It enables real-time discovery of hidden behavioral patterns of each customer and allows for highly personalized engagement based on individual characteristics. As a result, Auxia optimizes the customer journey and enhances customer engagement.
The company has launched its service with Money Canvas, MUFG Bank’s comprehensive asset-building platform, after successfully completing proof-of-concept trials. Through this investment, MUIP will explore collaboration opportunities to leverage Auxia’s platform as a new marketing approach for MUFG and its client companies.
Built by former Google and Meta engineers and growth leaders, Auxia takes a fundamentally different approach to marketing personalization through three key innovations. First, its cutting-edge infrastructure automatically extracts and processes real-time signals from first-party data, which most companies typically leave untapped. Second, its model-driven experimentation platform enables teams to test multiple self-optimizing ML models and hundreds of concurrent hypotheses simultaneously—far beyond what traditional A/B testing allows. Traditionally, this work is done manually by a data science or engineering team, taking upwards of 3-6 months to create a robust ML platform and feature store to support model training, inference, and serving. Finally, Auxia empowers marketing and product teams with synchronized AI agents that work together to hyper-personalize and continuously optimize every customer interaction across channels.
For marketing teams, the process is straightforward: set high-level objectives, define your guardrails, and let Auxia's AI agents handle the complexity. The platform continuously deploys dynamic, personalized content and autonomously optimizes each customer’s journey across their customer’s web, app, email, SMS, and other channels, replacing rigid rule-based systems with model-driven decisions that adapt to each customer in real time. This automated approach eliminates the manual nature of A/B testing and campaign optimization, allowing marketers to focus on strategy while measuring the direct impact on revenue growth.
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