HyperFinity bags Finance Yorkshire investment as it helps retailers make most of data via analytics and AI

HyperFinity, which specialises in data analytics and AI for the retail sector, has secured an undisclosed investment from Finance Yorkshire.

This will enable the Leeds-based company to build its sales and marketing function as well as support product development.

Co-investor River Capital has made an investment in HyperFinity from its fund:AI. Finance Yorkshire and River Capital join existing backer, Snowflake, a specialist in data and AI technology, completing a seven figure investment round.

HyperFinity was founded in 2019 by Pete Denby, Adam Barrowcliff, Damon Bryan and Tom Hill who have grown the business’s client base to include Asda, Costa Coffee, Card Factory and Toolstation.

Denby says: “HyperFinity helps retailers make the most of their data using analytics and AI. We’re already helping some of the best known retailers make profitable loyalty and pricing decisions through a combination of powerful software and expert services. We’re delighted to be working with Finance Yorkshire and River Capital whose investments will enable us to accelerate our growth plans.”

Finance Yorkshire CEO Alex McWhirter says: “The team at HyperFinity has established the business as a recognised decision intelligence company for the retail sector. We are pleased to invest in HyperFinity and support its aspirations to be the go-to company that delivers transformational growth in retail using data and AI.”

River Capital Investment Director David Walters says: “We are delighted to support HyperFinity in building their product offering and sales and marketing team. We are excited to see how the business continues to grow over the next few years.”

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Wednesday, 3rd September.

This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 18th July: Award entry deadline 

Tuesday, 22nd July: 2025 finalists revealed

Wednesday, 23rd July - Friday, 8th August: Judging days

Wednesday, 3rd September: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.