HyperFinity Co-founder Thomas Hill reflects on AI and data analytics firm's investment journey

There are lots of great businesses out there that don’t get investment due to a cookie cutter style approach to funding - and that's a potential opportunity for investors.

So says Thomas Hill, Co-founder and Chief Commercial Officer at HyperFinity.

HyperFinity, which specialises in data analytics and AI for the retail sector, recently 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 backed HyperFinity from its fund:AI. Finance Yorkshire and River Capital joined Snowflake, a specialist in data and AI technology, completing a seven figure investment round.

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

In a LinkedIn post, Hill said: "The investment process is tiring, relentless and time-consuming. Thanks Peter Denby for taking the brunt of that. The hardest thing? Finding an investor who buys into our vision - not theirs. From my experience, many investors look for pure SaaS businesses wanting £1 billion of growth in a week, or consultancy focused investors seeking EBITDA growth. We believe our people and tech model unlocks true value for retailers, so finding the right investor - aligned to that - was critical."

He added: "There must be loads of great businesses that don’t get investment because of this cookie cutter style approach - maybe this is an opportunity for investors!!! Now we’ve secured investment, we can take HyperFinity to the next stage as the go to decision intelligence provider within retail analytics. I’m excited to support our existing clients and grow our business. A new chapter! Thanks to everyone's support along the way and our amazing customers."

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.