Existing investors Glasswing Ventures, Will Ventures, and Inovia Capital also participated in the round.

The Armored Things AI-powered platform provides facilities and security teams with an accurate, real-time understanding of how many, and how often people are utilising different spaces in arenas, buildings, and on campuses. The software enables smarter decisions related to crowd density, space utilisation, security, maintenance, and guest experience while also providing easy access to valuable data trends for ROI related to space management.

The company will use the new funding to continue to build out its product platform, add to its team, and accelerate its go-to-market efforts in sports and entertainment venues, and on college and corporate campuses.

“The market for crowd intelligence and analytics in sporting/entertainment venues and college and corporate campuses are poised for exceptional growth over the next few years.," said Julie Johnson Roberts, Armored Things Co-founder and CEO. 

Lead investor Nimble Ventures is the early-stage focused venture arm of the family office of John Burbank, a renowned hedge fund investor who is also an investor in US and international sporting teams.

Nimble Ventures’ Nathan Mee will join the Armored Things Board of Directors, and said “Armored Things has positioned itself as an early innovator in what we believe will be a huge and fast-growing market as venue owners and facilities managers respond to these changes and look for new ways to optimise their space and the guest experience.”

Earlier this year, the Cleveland Cavaliers announced their deployment of Armored Things solution to help ensure safety and security for fans and staff at Rocket Mortgage Fieldhouse. According to the company, Los Angeles Football Club (LAFC), part of Major League Soccer (MLS), also utilises the software at Banc of California Stadium, and the University of Tennessee Knoxville has made Armored Things part of its smart campus strategy.

Along with the new funding, Armored Things also announced the addition of Jonathan Tice as Chief Revenue Officer. In his role, Tice leads Armored Things’ market expansion with responsibility for sales and marketing, business development, and strategic partnerships. Prior to joining Armored Things, Tice was Chief Customer Officer at Focusvision, a global provider of the survey, research, and analytics software for large enterprises. His background also includes successful sales leadership positions at Decipher, Critical Mix, and Authentic Response.