Difference Capital Funding Inc. invests in Appinions Inc., a pioneer in harnessing social media to advertising and marketing

TORONTO, July 3, 2012 /CNW/ - Difference Capital Funding Inc. (TSXV: DCF) will acquire a 15.4% stake in Appinions Inc., an innovative and fast-growing provider of influencer information for brands, agencies and online publishers, under a transaction announced today.

DCF's $2 million investment is in the form of convertible debt, with a three-year term and a 6% coupon.

Appinions' proprietary software, based on a decade of research at Cornell University, identifies social-media influencers who create content and who attract the most attention and media coverage. Using Appinions' Influencer Exchange service, public relations agencies and brand owners can quickly identify the most effective influencers for any topic, brand, issue or person.

Larry Levy, Appinions' co-founder and chief executive, said: "We have a great product and the market is maturing quickly. We will target the funds invested by Difference towards sales and marketing to make sure everyone knows about Appinions."

Mike Wekerle, DCF's chief executive, added: "This is an exciting deal for us because Appinions is a great example of how social media can be profitably harnessed to marketing and advertising. We have worked with the Appinions' team in the past, and they have a proven reputation for skating ahead of the puck."

The investment in Appinions is DCF's second transaction since its formation as a technology-oriented merchant bank in the spring of 2012. It recently announced a $19.8 million investment in Virgin Gaming, the fast-growing online service that hosts video-game tournaments, leagues and ladders.

About Difference Capital Funding Inc. 

Difference Capital Funding Inc. is an emerging Toronto-based merchant bank focused on technology-oriented investments.

About Appinions Inc.

Appinions provides brands and agencies with the ability to understand who should be speaking about their brand but isn't, and the capability to engage with these influencers directly.

Appinions is a privately owned company based in New York City.

Bernard Simon
Kingsdale Communications Inc.
416.867.2304

Stephanie Schwab
646.543.5511