Back in 2014, Button launched with a premise most folks in tech weren’t ready for: what happens when you stop obsessing over the click and start fixing the broken junk pile that comes after it?
Fast-forward to June 2025, and Button just landed a strategic growth investment from PSG. That’s not just capital, it’s a nod from the grown-ups that the kids who once hacked deep linking are now running mobile commerce like it’s a hedge fund. Silent amount, loud implications. This is fuel for a company already powering $1B+ in monthly commerce and $15B+ overall. Button isn’t playing the game. Button is the remote controller.
CEO Michael Jaconi brings Wall Street edge with Silicon Valley execution, having built Rakuten Loyalty into a multimillion-dollar force before most people knew how to spell cashback. He even played consigliere to Rakuten’s $100M drop into Pinterest. Meanwhile, Co-Founder Stephen Milbank brings that Ivy League real estate investor energy, Yale, Goldman Sachs, London Business School, the kind of pedigree that can shake hands in Davos but still hunt alpha in the alleyways of affiliate arbitrage.
Button’s strategy? Don’t send traffic. Send outcomes. Their tech stack reads like a blueprint for digital conversion warfare: PostTap reroutes traffic based on actual historical conversion, Conversion Tuning™ finds broken paths and fixes them in real-time, and Tap turns affiliate chaos into a structured monetization layer for devs. It’s not sexy, but it prints.
This round tightens the circle: Redpoint Ventures, Norwest Venture Partners, Icon Ventures, they’re still here. Betting on Button like it’s Bitcoin in 2011. PSG joins the table with Sandeep Kella stepping in as Executive Chairman, a man who built Pacvue into a commerce acceleration machine. When someone like that links up, it means more than synergy, it means execution’s about to hit fifth gear.
The market’s growing up fast. Mobile commerce is up 70% YoY. In-app is devouring desktop. Creator driven sales are becoming performance media’s new frontier. Button’s not riding the wave, they saw the swell coming 10 years ago, and they’ve been building a surfboard with AI, attribution, and actual outcomes ever since.
Retailers, creators, devs, if you’re trying to turn attention into intent and intent into dollars, there’s a platform built for that. Button isn’t just built for mobile commerce, it was built for this moment.
Congratulations to Michael Jaconi, Stephen Milbank, and the whole crew at Button. Strategic capital, tactical roadmap, unstoppable execution. If you’re not watching what they’re building… you’re probably being built around.
