Certona Scores $30M In Growth Funding

San Diego-based Certona, a developer of personalization software which uses machine learning and predictive algorithms, has raised $30M in a combined growth investment and minority recapitalization. The funding came from private equity investor Primus Capital. Certona said the funding will go towards growing market share, product development, and expanding services and support. Certona was founded in 2004. The company is led by CEO and co-founder Meyar Sheik; the company's co-founder and CTO is Geoffrey Hueter. The company's software is used for personalizing shopping features for online retailers and others.