Even Financial said it raised $25 million in a strategic funding round led by Citi Ventures, along with MassMutual Ventures and Lending Club, to help financial institutions connect with consumers. 

Even said the funding will be used to scale its platform and expand into additional financial verticals, including insurance, mortgages and student lending. 

"At Even, we believe the future of financial services acquisition is native, programmatic and highly personalized," Phill Rosen, founder and CEO of the company, said in a company release. "This strategic funding will allow us to execute our vision more rapidly as we grow our network of partners, bolster our product offering and scale our operations to continue to build the definitive search, comparison and recommendation engine for financial services."

Existings investors, including American Express Ventures, Canaan Partners, F-Prime Capital, GreatPoint Ventures and Goldman Sachs, participated in the funding round. The company has now raised $50 million to date after it was founded in 2015.

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