Embrace, an LA-based startup that offers a mobile-first application performance management platform, today announced that it has raised a $4.5 million funding round led by Pritzker Group Venture Capital. This brings the company’s total funding to $7 million. New investors Greycroft, Miramar Ventures and Vy Captial also participated in this round, as did previous investors Eniac Ventures, The Chernin Group, Techstars Ventures, Tikhon Bernstam of Parse and others.

Current Embrace customers include the likes of Home Depot, Headspace, OkCupid, Boxed, Thrive Market and TuneIn. These companies use the service to get a better view of how their apps perform on their users’ devices.

As Embrace CEO and co-founder Eric Futoran, who also co-founded entertainment company Scopely, argues, too many similar services mostly focus on crashes, yet those only constitute a small number of the actual user experience issues in most apps. “To a large extent, crashes are solved,” he told me. “The crash percentages are often 99.8 percent crash-free and yet users are still complaining.”

That’s because there are plenty of other issues beyond code exceptions, which many tools focus on almost exclusively, that can force an app to close (think memory issues or the OS shutting down the app because it uses too many CPU cycles). “To users, that looks like a crash. Your app closed. But in no way, that’s a crash from a technical perspective,” Futoran noted.

Raising this new round, Futoran told me, was pretty easy. Indeed, Pritzker approached the company. “It was not fundraising,” he said. “They sat us down and said, ‘we want to fund you guys,’ which I find pretty unusual. So I’ve been calling it a pre-emptive round.” He also noted that having Pritzker involved should help open up the mid-west market for Embrace, which is mostly focusing on enterprise customers (though Futoran’s definition of “enterprise” includes the likes of digital-first companies like Headspace).

“We saw many organizations trust Embrace’s seamless and innovative optimization platform to quickly identify and resolve any user-impacting issues within their apps, and we’re optimistic about the future of the company in this growing market,” said Gabe Greenbaum, an LA-based partner for Pritzker Group Venture Capital. “We look forward to this next stage in the company’s growth journey and are honored to partner with Eric and Fredric to help them achieve their vision.”

The company plans to use the new funding to increase its go-to-market capabilities, and grow its team to build out its technology.

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