Linkby, an Australian performance PR platform, has raised US$15 million in Series B funding. The round was led by Boston-based growth equity firm Volition Capital, marking its first investment in an Australian company.

The funds will support Linkby's expansion into the U.S. market and further development of its platform.

Linkby enables brands to secure editorial placements with premium publishers, newsletters, and other platforms. The platform allows advertisers to pitch directly to over 600 premium publishers and pay only when readers engage, using cost-per-click or CPM pricing models. More than 3,800 consumer brands, including Charlotte Tilbury, Beyond Meat, Skechers, Free People, Skyscanner, T-Mobile, and Lululemon, currently utilise Linkby.

The company's campaigns are run across a global network of publishers, including The Daily Mail, News Corp, Condé Nast, Penske Media, and Dotdash Meredith. Linkby plans to use the investment to grow its U.S. go-to-market team and accelerate product development. The company aims to be at the forefront of Generative Engine Optimization (GEO).

Co-founded by Chris Wirasinha, Andrew Chak, and Adrian Fagerlund, Linkby operates globally with teams in the U.S., U.K., and Australia. Wirasinha, who previously co-founded Pedestrian.tv, which was acquired by Nine Entertainment, commented on the funding round. "Volition shares our belief in the potential for Performance PR to become a primary growth channel for brands," he said.

Wirasinha further stated, "This funding allows us to move faster on building tools that make campaign setup easier and more intelligent, and to bring our offering to more advertisers in more markets."

Partner at Volition Capital, Jim Ferry, said, "Linkby is building a performance-driven solution for brands to scale through trusted editorial," he said. Ferry added, "By bringing accountability and efficiency to a traditionally high-cost, opaque part of the media mix, Linkby has unlocked a new channel for customer acquisition. Their model aligns with how modern brands want to buy media, and we believe they’re well-positioned to lead this category."

Volition Capital, which has over $1.7 billion in assets under management, sees potential in Linkby's model.