There’s a lot going on at Yotpo. The company, which manages customer reviews and forums for online retailers and other clients, said Tuesday that is has raised $15 million in a financing round, bringing total funding to $30 million.

Based in Tel Aviv, Yotpo provides customer-generated content for 11 retailers in the Internet Retailer 2015 Second 500 Guide, including Diamond Candles (No. 526) and CampSaver.com (No. 564) and AdoreMe (No. 634). In addition to the new financing, the vendor that generates reviews, social Q&A and rich media, said it has added Warren Adelman, former CEO of GoDaddy, as a board member. Yotpo also is expanding its New York City office, which opened in January and has 14 employees and is projected to have 40 by the end of the year, to better serve the U.S. market, where 65% of Yotpo’s customers are based.

“This funding will allow us to continue to be the company that innovates and stays ahead of the curve for our customers, the vast majority of which are made up of retailers from garage-based upstarts to Fortune 50 companies,” Tomer Tagrin, Yotpo’s co-founder and CEO said.

“Specifically, this means making sure we’re always keeping the mobile consumer in mind—evolving our platform for ease of use on a mobile device, generating the most content on behalf of our customers. This also means staying innovative on social—devoting more resources to make sure we’re pushing the most relevant and engaging content to all of the social platforms retailers are using to interact with their audiences,” Tagrin said.

Marker LLC led the financing round, according to Yotpo. Also involved in the funding were new investors Innovation Endeavors and Vintage Investment Partners, as well as existing investors Blumberg Capital and Access Industries, Yotpo said.

“The increasingly mobile and social nature of brand-customer relationships is making it difficult for companies to market themselves in a meaningful way,” said Yuval Shachar, co-founder and partner at Marker. “Yotpo has made it possible for online businesses to break through the noise by harnessing their users’ content, generating trust and reaching new customers.”

Yotpo delivers its technology using a software-as-a-service model, which means the vendor hosts the software and retailer clients access it via the web rather than maintaining it on their own servers.