One of the reasons why Cherokee Media Group expanded Used Car Week to include the National Auto Venture & Investors Conference (NAVIcon) is a development like what surfaced on Monday involving a past Emerging 8 honoree.

Lightico — whose next-generation digital completion platform is used by major companies in the insurance, automotive, telecom and financial industries to help millions of their customers eliminate roadblocks to deal completion — announced an additional $15 million follow-on Series B funding round led by Capital One Ventures.

According to a news release, this development brings the total round for Lightico to $27 million.

Joining the round is Poalim Capital Markets as well as previous Lightico investors lool Ventures, Oxx, Spinach Angels, Crescendo Venture Partners and Mangrove Capital Partners.

The fintech firm said Capital One Venture’s financial investment in Lightico — its second in less than a year — comes after scaling Lightico’s digital solution to fully digitize its own customer-facing interactions.

Lightico highlighted the funds will support the rollout of its Digital Completion Cloud, which can increase speed and conversion rate of customer-facing interactions.

The company explained the remote-first, consumer-focused platform is designed to replace siloed journeys that are slow and out of tune with consumer expectations of a seamless “Amazon” experience for everything.

Furthermore, Lightico noted the customer-centric focus of the platform can provide a superior experience to legacy B2B eSign solutions that were made for a PC-first, contract-focused experience.

“Capital One seeks to consistently provide the best possible digital experience to its customers, and Lightico has been a valuable partner in keeping Capital One Auto Finance at the forefront of our industry,” said Steve Braskamp, senior vice president in Capital One’s auto finance division.

Lightico went on to explain its Digital Completion Cloud can allow companies to gather eSignatures, collect documents, perform ID&V, accept payment and more in an app-free, secure manner through a simple collaboration window opened on the browser of the customer’s smartphone.

These processes can happen effortlessly while an agent is on the phone so that typically high-friction interactions such as insurance onboarding or auto loans are completed quickly and easily without the need for email, printer, fax or in-branch visits.

“Traditional eSign and eContracting solutions weren’t built for the millions of B2C, consumer-focused interactions that happen every day,” Capital One Ventures partner Adam Boutin said in the news release. “Today, companies need to offer start-to-finish journeys that match consumer expectations, allowing them to complete everything from auto loans to insurance claims with just a few clicks on their phone.

“Our investment in Lightico is a result of the demonstrated value of the company’s platform, the rapidly accelerating adoption of Lightico’s Digital Completion Cloud, and its enormous market potential,” Boutin continued.

Along with Capital One, Lightico’s client roster includes MetLife and GlaxoSmithKline. Its solution also integrates into businesses via an open API or through relationships with business systems such as Salesforce and Nice InContact.

“The growth we’ve seen over the past 18 months has been incredible and the value of enabling consumer-facing businesses complete their journeys digitally and quickly has been proven time and again in terms of real ROI,” Lightico chief executive officer and co-founder Zviki Ben Ishay said.

“We’re excited that Capital One continues to be part of our vision of creating effortless, efficient and digitally complete customer journeys will become a reality,” Ben Ishay went on to say.