Today, ThriveHive announced that their $1.5 million seed funding round closed successfully, TechCrunch reports. ThriveHive rejects “one size fits all” marketing tools for small businesses. The diversity of local business environments makes marketing especially difficult. ThriveHive gathers data on its subscribers and then designs custom marketing plans. Whereas other tools prompt business owners to use social media, to use direct mailing, etc., ThriveHive evaluates which tactics are the most efficient for a given subscriber in their unique market space. A question of scale lurks unanswered, though. As ThriveHive begins serious customer acquisition efforts, how will their system—a mix of human and computer intelligence—handle the increased load? Without a solid outline for automation, ThriveHive will be unable to keep up with subscriber demands. Yet, automation poses a threat to ThriveHive’s core principles of specificity and customization. Balancing demands of scale against brand values will prove mission critical.