General Atlantic, a global growth equity investor, led a $105m Series C round in Dixa, a provider of application software, with participation from Notion Capital, Project A and Seed Capital. "The profitability and efficiency mindset that has been the industry standard for years simply helped brands keep up with customers. That was the omnichannel approach in technology, but its time has passed. In response to a major shift to value in consumer behavior, brands need a truly agile, productivity-enhancing tech stack that evolves with customers and doesn’t lag behind. This is how we shift from transactional, tickets-based customer service to value-added customer engagement. That’s what we are offering to our customers so they stand out and create long-lasting business value through Customer Friendship," Mads Fosselilus, Dixa CEO.