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Personality Quiz Maker Imagini Gets $13.5 Second Round VC Funding

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imageThe recession has been here one month in the UK but, somehow, home-grown start-ups are still getting VC funding. Online profiling technology developer Imagini today announces (via TCUK) a $13.5 million (£9.3 million) second round of funding from Horizon Ventures, NorthZone and Atomico. That follows a first round of $5 million to which NorthZone and Atomico contributed. Imagini has developed a system of defining people’s personalities through a picture-based online test, which you can take at and is designed to calculate what Imagini calls “Visual DNA”. The site has a social network based around the choices it members have taken, which gets about one million unique users a month. More than 16 million people have taken the quiz since the site was founded in 2006 by CEO Alex Willcock.

On the commercial side, the quiz can be used to promote brands through affliate networks and using in plugin sites can even set up their own versions, such as this one from Other commercial clients include MSN, and Vodafone (NYSE: VOD). Imagini also announces that former president of Expedia Europe Dermot Halpin has joined the company as a non-executive director and chairman.

Meanwhile, a regular on the European VC scene, MySQL co-founder Monty Widenius, has invested in Ironstar Helsinki’s cross-platform social gaming world MoiPal, through Open Ocean Capital. Via