UK start-up Imagini has secured a significant $13.5 million in a second round of funding (the first round was undisclosed). The additional investment comes from Horizons Ventures, NorthZone Ventures and Atomico. Northzone Ventures has been a previous backer, as has The Accelerator Group and Brent Hoberman, founder of LastMinute.com.

Imagini has an interesting technology called VisualDNA which effectively works out people’s personality types by presenting them with picture choices - instead of asking users to log in and type in their profile. The Flash-based quiz is not unlike a game, and can be quite addictive once you get going. The result is that Imagini says online retailers get a 37% uplift from customers after they get profiled. So whether you picked the Grand Torino over the Lamborghini really does say something about you.