You don’t need to be an AI startup to raise. Lucra has $20M to prove it.

Lucra raised $20 million from ARK Invest to grow its white-label gamification and loyalty software.

The platform helps brands like golf courses, arcades, and pickleball clubs turn competitions into loyalty programs.

The round stands out because Lucra is not positioning itself as an AI company.

The deal suggests investors still see room for niche consumer software plays beyond the AI boom.