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Mark Cuban-backed Eterneva raises $10M to turn your loved one’s ashes into diamonds
The loss of a loved one is perhaps one of the most traumatic things a person can experience.
When it comes to memorializing someone after their death, most people think of planning funerals and/or picking out caskets or tombstones. And those things are typically done with the help of a funeral home.
Enter Austin-based Eterneva, which is building a rare direct-to-consumer brand in the end-of life space. The four-year-old startup creates diamonds from the cremated ashes or hair of people and pets. It’s a highly unusual business but one that seems to be resonating with people seeking a way to keep a piece of their loved ones close to them after their death.
Since its inception, Eterneva has seen triple-digit growth in sales — including in 2020, when it more than doubled its revenue, according to CEO and co-founder Adelle Archer. And today, the company is announcing an “oversubscribed” $10. million Series A funding round led by Tiger Management with participation from Goodwater Capital, Capstar Ventures, NextCoast Ventures and Dallas billionaire Mark Cuban. (For the unacquainted, Tiger Management is the hedge fund and family office of Julian Robertson from which Tiger Global Management descended.)
“It was an extremely competitive round,” Archer told TechCrunch. “We received three term sheets and were able to put together an all-star investment group.” That investment group included Capstar Managing DIrector Kathryn Cavanaugh, who also joined Eterneva’s board; Lydia Jett — one of the top female partners at Softbank overseeing their $100 billion Vision Fund and Kara Nortman, managing partner at Upfront Capital, one of the first women to make managing partner at a VC fund and co-founder of Angel City with actress Natalie Portman.
Archer and co-founder Garrett Ozar launched Eterneva in the first quarter of 2017 after working together at BigCommerce. The company’s origin story is a very personal one for Archer. Her close friend and business mentor, Tracey Kaufman, was diagnosed with pancreatic cancer and ended up passing away at the age of 47. With no next of kin, Kaufman left her cremated ashes to her aunt, best friend and Archer.
“We started looking into different options but all the websites we landed on were so lackluster, somber and overwhelming,” Archer recalls. “Tracey was the most amazing person, and I felt like when you lose remarkable people, you needed better options to honor and memorialize them.”
At the time, Archer was working on a lab-grown diamond startup. Over dinner with a diamond scientist during which she was discussing her mentor’s death, the scientist said, “Well, you know Adele, there is carbon in ashes, so we could get the carbon out of Tracey’s ashes and make a diamond.”
The thought blew Archer’s mind.
“I knew that I had to do that, 100%. Tracy was such a vibrant person, it suited her so perfectly,” she said. “And I’d have a part of her with me all the time.”
Eterneva co-founders Garrett Ozar and Adelle Archer. Image Credits: Eterneva
It was the first diamond ever created by Eterneva, and it gave Archer a chance to be a customer of her own product, which she believes has helped in building an experience for her other customers. Soon, she became “fully focused” on the idea, which she viewed as a way to give grieving people “brightness and healing and a beautiful way to honor their loved ones.”
Since inception, Eterneva has created nearly 1,500 diamonds for over 1,000 customers. It can do colorless or nearly any color including black, yellow, blue, orange and green. The entry price for an Eterneva diamond is $2,999 and that goes up based on the size and color. Pets make up about 40% of Eterneva’s business.
“We view ourselves as the complete opposite tone of everything else in this space,” Archer said. “A lot of people are trying to solve planning and logistics around the end of life. We’re about helping people move forward, and building a platform for the celebration of life.”
The process to create the diamond is intricate, according to Archer, taking 7 to 9 months. The intent is to bring the customer along the journey by sharing the process with them at each stage through videos and pictures.
“We do it in parallel with their processing grief, which is super isolating,” Archer said. “They are usually in a different place with their grief than when they first started.”
One of the plans with the new capital is to enable more people to participate in person with the process, such as starting the machine work, or telling the jeweler stories about their loved one and coming up with a custom design that might have little details that represent aspects of their loved one’s life.
The company also plans to use the money to scale their funeral home channel program nationwide via Enterprise partnerships and scaling its operations and capacity in Austin so it can keep up with demand.
Eterneva is banking on the fact that more and more “people don’t want traditional funerals anymore.”
“They want personalization and meaning,” said Archer. “We plan to evolve the platform with different products and services down the road.”
The startup also wants to continue to build awareness around its brand. Recently, it’s seen more than a dozen videos on TikTok about its diamonds go viral, according to Archer.
Prior to the Series A, Eterneva had raised a total of $6.7 million from angels and institutions. Its seed round was a $3 million financing led by Austin-based Springdale Ventures in 2020. Mark Cuban first became an investor in the company when Archer and Ozar appeared on “Shark Tank.” Cuban took a 9% stake in the company in exchange for a $600,000 investment. Despite claims that the company was a scam, Cuban has stood by the science behind it and put money in the latest round as well.
Via email, he told TechCrunch he views an Eterneva diamond as “a unique, socially responsible way to stay connected to loved ones.”
“There is still so much upside and growth in their future,” Cuban wrote. “So I doubled down.”
He went on to describe the creation of diamond from the hair or ashes of a loved one as “such an intense personal commitment.”
“Eternava takes a very emotional and difficult [time] and helps people walk through their journey in a trusted way that I don’t think anyone else can come close to,” Cuban added.
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Product-led sales startup Endgame raises over $17M
Endgame, enabling software companies to turn customer observations into go-to-market strategies, announced Tuesday it raised a total of $17 million in back-to-back seed and Series A funding rounds.
The $12.25 million Series A was led by Menlo Ventures, while the $5 million seed round was led by Upfront Ventures. Also participating in the round are a group of investors including Todd and Rahul’s Fund, Liquid 2 Ventures and Gainsight CEO Nick Mehta.
Los Angeles-based Endgame was founded in 2020 and provides a self-service look at what’s happening in a software trial so that a sales team can prioritize accounts based on user behavior signals and act on them faster without having to be a data scientist or engineer.
Company CEO Alex Bilmes told TechCrunch that the concepts of product-led sales and product-led growth have taken over the sale of software. Today’s customers sign up for a trial, and if they like it, they invite their friends to try it.
However, at a certain point, some sales pressure is needed to close the deal. That’s where Endgame comes in: It shows who is doing what, and what features are being used — data that is typically opaque to sales and revenue teams.
Traditional customer relationship management systems are designed to be rep-driven, meaning the sales rep is responsible for adding notes. It’s simpler if a rep only has a few accounts, but across tens of millions of users, Endgame analyzes the data and identifies which accounts are most likely to convert, who are the users to engage, what makes a good customer and how to take action with the right people.
Endgame is not competing against other companies so much as in-house developers that are cobbling a bunch of apps together in efforts to create a system that works for them, Bilmes said.
“Most of this is solved with do-it-yourself,” he added. “I have built Endgame a number of times at other companies using databases and other piece-meals to put together something so I could mash data from lots of places and build subscriptive views for revenue teams. We compete with those data scientists and internal teams stitching together horizontal tools.”
Endgame is pre-revenue and is already catering to a group of beta customers like Figma, Loom, Airtable, Clubhouse, Mode, Retool and Algolia that are looking for a dedicated software platform to capture product-led value.
Bilmes said the customer relationship management market, both huge and fast-growing at 35% annually, is expected to reach $114 billion by 2027. To meet demand, he intends to use the new funds to continue hiring aggressively. He has already tripled the size of the team to nine in the past few months, and expects to double that in the coming year. In addition, funds will go toward R&D and to further define the product-led sales landscape.
Growth over the next year will be customer-focused as Endgame works to get into the hands of the right customers and making it as accessible as possible for people to begin doing product-led motions.
“Our efforts are product-focused,” Bilmes said. “We’ve seen more demand than we can possibly hope to fill given the problem is so real for so many.”
As part of the investment, Upfront Ventures Partner Kara Nortman and Menlo Ventures Partner Naomi Ionita will join Endgame’s board of directors. Sandhya Hegde, partner at Unusual Ventures, which also participated in both rounds, joins as a board observer to create an all-women investor board.
When Endgame was raising its seed fund, it wanted to work with Nortman, who has expertise in applying consumer concepts to enterprise, Bilmes said. When it came to the Series A, Bilmes said he felt Ionita was the perfect partner due to her similar background to Bilmes and expertise in teaching salespeople how to engage.
Ionita told TechCrunch she learned about Endgame from Nortman, with whom she has invested in other startups. The company understands the pain point and is for companies that offer a self-service version for the “why and how.”
“This intelligence doesn’t exist, and I know that because I lived it — building in-house or seeing companies flying blind,” she added. “Alex just gets this, and I see Endgame being the system of record and intelligence for bridging self-serve. They will be the final bridge that needs to exist between product teams and product-facing sales reps for which accounts to address and why.”
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Pitching access management on the fly, Los Angeles-based Britive raises $5.4 million
It seems Los Angeles is becoming an enterprise software hotspot.
LA saw its first big enterprise exit in recent memory with the recent acquisition of Signal Sciences for $775 million, and less than a month later a hometown startup, Britive has raised $5.4 million from LA’s own venture fund, Upfront Ventures and a clutch of security experts.
For chief executive Artyom Poghosyan and chief technology officer Alex Gudanis, Britive is simply the latest initiative in a decades-long effort to reshape security technology.
Both Poghosyan and Gudanis have long histories in identity and access management; back in 2009 Poghosyan founded Advancive Technology Solutions, which was acquired by Optiv in 2015 to bulk up its identity access management service.
Now, he and Gudanis are trying to solve the issues of identity access management that the new, ubiquitous cloud computing model presents for security officers and developers.
“When Optiv acquired us, we were already seeing interesting and strong signals in the technolog space about the disruption that was being driven by cloud technologies,” said Poghosyan.
Those cloud technologies presented new challenges for the kind of privileged access management technologies that Poghosyan had developed.
The solution that Britive pitches is a dynamic model for granting permissions for access, Poghosyan said. Instead of granting permanent access, there are policy-based pre-authorizations that a company can set up defined for specific tasks and roles.
Based on a developer’s role and work, they can request and receive access automatically based on the specific parameters defined by a company or security officer.
The company already has more than a dozen customers using its technology after launching merely two years ago. It’s a customer base that includes one of the world’s largest carmakers and a global clothing brand — companies Poghosyan declined to identify, citing contractual obligations.
The company charges based on the number of users who are requesting permission for access, Poghosyan said.
As more companies move to remote work in the COVID-19 era and distributed teams become the norm, streamlining the provisioning and access management process for companies is going to become even more important.
Undoubtedly, that’s why Britive was able to land investors like Upfront Ventures and why their partner, Kara Nortman, is joining the company’s board of directors. It’s also the reason the company was able to attract some of LA’s leading enterprise executives to back the company, including Andrew Peterson, CEO of Signal Sciences and Dave Cole, CEO of Open Raven.
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