Popwallet, a New York-based marketing automation platform, said it raised $4 million in series seed funding, led by Stout Street Capital, according to a press release. 

Additional funding came from Loeb.nyc, 3Lines Venture Capital, Irish Angels, Cultivation Capital, MATH Venture Partners, Entrepreneurs Roundtable Accelerator and other angel investors from the marketing tech community. 

The Popwallet platform allows brand marketers to send personalized experiences like gift cards, loyalty cards, dynamic coupons and rebates to customers through Apple Wallet and Google Pay. 

"Mobile behavior used to be just about heads down experiences, playing games and scrolling social feeds," Elias Guerra, founder and CEO of Popwallet, said in the press release. "But consumer behavior is changing."

Funding will be used to increase sales and marketing and develop new partner integrations and develop additional partnerships. The company is looking in the near term to increase the number of mobile wallet activations across the enterprise ecosystem, as agreements have previously been reached with partners like Oracle or clients like Mars. 

John Francis, a partner at Stout Street, will join the Popwallet board, along with Guerra and CTO Wes Biggs. 

Cover image: Popwallet.