Advent Ventures invests in customer feedback provider

European venture capital firm Advent Venture Partners has invested $5m in The Fizzback Group, a customer feedback provider. The firm has become a minority shareholder alongside angel investors.

Advent Venture Partners, a London-based venture capital firm, has invested $5 million (€3.8 million) in London-based customer feedback provider Fizzback Group.

The investment comes out of the firm’s fourth fund, which closed in December 2004. Founded in 2004, Fizzback was initially backed by angel investor The Accelerator Group.

Frédéric Court, partner at Advent, said: “Fizzback has already demonstrated how it can make an immediate impact on consumer-facing businesses by instantly capturing and tracking actual consumer experience, to enable continuous improvements.”

Founded in 1981, Advent Ventures has more than £500 million (€757 million) under management. The firm recently invested €15 million in Speciality European Pharma, a European pharmaceuticals company, which it also founded in 2006.