Amplifinity hires 4 as it adds services, clients, and rebrands

What was once uRefer is now Amplifinity, and it's growing. The downtown Ann Arbor-based startup landed a multi-million dollar seed capital round last year and has leveraged it to hire four people in the last year. The 5-year-old firm also plans to bring on interns this summer as it continues to build up its team beyond its staff of 15 people. "You'll definitely see us growing," says Molly McFarland, marketing director of Amplifinity. "You'll definitely see us hiring." Amplifinity specializes in referrals and helping companies, such as ESPN and Direct TV, maximize these referral systems. The company rebranded in December to reflect that the referral business has changed to the point where it's not just as simple as one person telling another to use this product. "What we found is that the world of advocacy and building brands is much bigger than that," McFarland says. "There is so much more than that linear referral process." To capitalize on this, Amplifinity has expanded its product and service offerings. For instance, it has added software that allows people to upload video testimonials and other similar services where companies can capitalize on Internet advocacy through channels like social media. Source: Molly McFarland, marketing director of Amplifinity Writer: Jon Zemke Read more about Metro Detroit's growing entrepreneurial ecosystem at SEMichiganStartup.com.