Tokyo-based BeBit, the Japanese startup offering companies with digital transformation (DX) solutions through improving user experience (UX), has secured 1.2 billion yen (about $8.2 million) in a series B round.. San-in Godo Bank (TSE: 8381), Benesse Holdings (TSE: 9783), Mitsubishi Estate (TSE: 8801), Rakuten Securities and Turn Cloud Technology Service participated in the latest round.

This follows the company’s previous funding round back in July of 2020. San-in Godo Bank follows their previous investment. The latest round brought the company’s funding sum to date up to 3.7 billion yen ($25.4 million). The company will use the funds to invest in solidifying their team structure, including strengthening solutions and recruiting personnel.

Since its foundation back in March of 2000, BeBit has been helping companies create business results through strategic planning, design, and UX improvement using digital technologies. Since 2022, the company has been offering OmniSegment, an e-commerce-focused growth marketing solution, to which the company recently added a generative AI function, aiming to adopt cutting edge technologies into UX improvement.

BeBit announced on Tuesday that it has completed the acquisition of Tsunago, an Malaysian startup offering OMO (online merges with offline) solutions. In terms of BeBit’s startup acquisition, this follows the one of Taiwanese MarTech startup Omniscient Cloud Technologies (now known as BeBit Tech).

The Malaysian startup offers Tsunago Store (showcasing goods but not selling them), Tsunago AI (AI camera-based behavioural analysis service on shop visitors), OMO consulting, app developments as well as operations. Since its foundation back in 2017, the company serves to Isetan Mitsukoshi department store, major local telco Celcom (Axiata Group), and The Social restaurant chain, among others.

In addition, Alphas CEO Hajime Hirose, Cinnamon AI Co-CEO Hajime Hotta and Datack CTO Yosuke Kimoto have joined the company as advisors. The acquisition will allow BeBit to expand its consulting and SaaS-integrated UX business into the Southeast Asia region with a focus on Singapore and Malaysia towards the global market.