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Pangaea Holdings, developing men’s personal care brands, raises $68M, including minority stake from Eurazeo
Global investment group Eurazeo invested $53 million in Pangaea Holdings for a minority investment in the Los Angeles e-commerce company rooted in creating premium men’s personal care brands.
The investment is part of a larger $68 million round that includes $15 million in Series B funding from a group of backers including Unilever Ventures and GPO Fund and existing investors Base10 Partners and Gradient Ventures. This brings the company’s total funds raised to $87 million since the company was founded by Richard Hong and Darwish Gani in 2018.
Harlem Capital’s Henri Pierre-Jacques invested in both Pangaea’s seed round in 2019 and Series A in 2020. He’s known Gani since college and worked with Hong over the past two years, calling the pair “one of the most data-driven and founder market fits I have seen.”
“At the seed stage, the business was already a seven-figure business and has continued to see astonishing growth,” he added. “Pangaea, to date, has been a brand incubator, but post the Series B will expand to be a vertically integrated e-commerce platform for other brands. We are even more excited for this next phase of their growth.”
Hong started Pangaea with the launch of men’s skincare brand Lumin that contains natural Korean-based formulations. In fact, he was among a group of people living together in an apartment using Korean beauty products and hiding it from their roommates, Gani told TechCrunch.
Gani later joined Hong as a co-founder to scale the business, as they realized there was a bigger opportunity for global e-commerce.
“Men are actually into skincare, but not as comfortable talking about it,” Gani said. “For Richard, he came from a place where skincare was more culturally accepted. His idea was to provide high-quality products, but presented in a way that people can understand their use and help them to form a habit.”
Pangaea ended up developing proprietary infrastructure, including warehousing, payments and shipping, as a holding company to grow and scale direct-to-consumer brands. It’s latest brand, Meridian, offering grooming products, launched in 2020. Products are now selling in more than 70 countries.
Though headquartered in Los Angeles, the company is basically remote, with more than 300 employees across its major hubs in LA, Lagos, Nigeria, Singapore and Europe.
The company is already cash flow positive, and the new funding will enable Pangaea to round out leadership roles in its brands and reach the next stage of growth with the goal of being “omnichannel male megabrands,” Gani said. The company is also investing in additional product categories, new brands and potentially licensing its proprietary software.
Gani said he is excited to work with Eurazeo, which he referred to as “experts in building and scaling consumer brands.” The firm will work with Pangaea to continue developing the Lumin and Meridian brands and accelerate its international expansion.
Jill Granoff, Eurazeo’s managing partner and brands CEO, said in a written statement that the company “is well-positioned for future growth.”
“Richard and Darwish have launched a platform and products that address a significant need in an attractive, growing market,” Granoff added. “The team has achieved impressive results in a short period of time across geographies and categories, demonstrating strong product appeal to global consumers. They have also built a highly scalable technology that can support future brand development.”
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i80 Group has quietly committed $1B in credit to the fintech and proptech worlds
Not every startup wants to raise venture capital. And then there are those that do want to raise VC money but don’t want to use it for specific things.
In recent years, a number of firms have emerged looking to meet the credit needs of such venture-backed and growth startups: i80 Group is one of those firms.
Former Goldman Sachs investment banker Marc Helwani founded i80 in 2016 after investing in early-stage New York-based fintechs in 2014-2015 via his VC fund, Avenue A Ventures.
“It became very clear to me that fintech was going to explode,” he recalls. “At that time, it was still relatively new. And every time I spoke to a company, they would tell me, ‘We know how to raise VC, but what about the credit?’ I just saw this white space.”
For example, proptechs that buy homes on behalf of buyers don’t want to use venture money. Fintechs that want to make loans to consumers don’t want to use equity to do it. Instead, in those cases, credit might be more desirable.
Enter i80. The firm offers credit exclusively, and over the years has quietly committed more than $1 billion to over 15 companies –including real estate marketplace Properly, finance app MoneyLion and SaaS financing company Capchase — that have all raised a significant amount of venture capital but are looking for credit “to help them scale very efficiently and in a non-dilutive manner so they can retain more ownership of their companies,” Helwani said.
Its $1 billion milestone follows fund commitments nearing $500 million from an unnamed “leading global asset manager” as well as other institutional and retail investors.
Image Credits: Founder and Chief Investment Officer Marc Helwani / i80 Group
I80 — which derives its name from the highway that connects New York and San Francisco — is mainly focused on the fintech and proptech sectors.
“They are the two centers for the venture ecosystem,” Helwani said. “And we’re trying to be a bridge between those two cities.” I80 has offices in both locations and will soon be opening one in Montreal.
The firm works in conjunction with VC firms such as a16z (more formally known as Andreessen Horowitz); Affirm and PayPal co-founder Max Levchin’s SciFi; Khosla Ventures; Union Square Ventures; and QED.
“In a perfect world, venture capital would be called venture equity,” Helwani said. “VCs’ capital is critical for companies to hire and get office space. But when it comes time to do what the actual business is, such as provide loans or buy homes, capital like ours is very accretive without VCs and management losing ownership in the business. In these cases, using both credit and equity makes a lot of sense.”
Helwani is reluctant to call what i80 offers venture “debt.” He says that has a very specific connotation and is what Silicon Valley Bank and others like it do in providing debt as a percentage of a previous equity round. Instead, according to Helwani, i80’s approach is to minimize fees. The vast majority of its deals are “interest-rate related.”
“With mortgages, for example, we never think about the fees upfront, and focus more on the interest rate,” Helwan said. “We believe the more transparent we are, the more companies will want to work with us.”
I80 conducts quarterly calls with VCs and for now, that’s how it typically sources most of its deal flow. It also gets referrals. Helwani believes that i80 stands out from other firms also offering credit in that it’s “not trying to be credit investors in VC clothing.”
He also thinks that the fact that the i80 team is made of operators, as well as investors, is a contributing factor.
The firm is set to close another half a dozen deals in the next 60 to 90 days, and then plans to set its sights on raising more capital.
“We want to fill this void, and help companies raise money in their subsequent rounds at higher valuations,” Helwani said.
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Andreessen Horowitz funds Vitally’s $9M round for customer experience software
Customer success company Vitally raised $9 million in Series A funding from Andreessen Horowitz to continue developing its SaaS platform automating customer experiences.
Co-founder and CEO Jamie Davidson got the idea for Vitally while he was at his previous company, Pathgather. As chief customer officer, he was looking at tools and “was underwhelmed” by the available tools to automate repetitive tasks. So he set out to build one.
The global pandemic thrust customer satisfaction into the limelight as brands realized that the same ways they were engaging with customers had to change now that everyone was making the majority of their purchases online. Previously, a customer service representative may have managed a dozen accounts, but nowadays with product-led growth, they tackle a portfolio of thousands of customers, Davidson told TechCrunch.
New York-based Vitally, founded in 2017, unifies all of that customer data into one place and flows it through an engine to provide engagement insights, like what help customers need, which ones are at risk of churning and which to target for expanded revenue opportunities. Its software also provides automation to balance workflow and steer customer success teams to the tasks with the right customers so that they are engaging at the correct time.
Andreessen approached Davidson for the Series A, and he liked the alignment in customer success vision, he said. Including the new funding, Vitally raised a total of $10.6 million, which includes $1.2 million in September 2019.
From the beginning, Vitally was bringing in strong revenue growth, which enabled the company to focus on building its platform and hold off on fundraising.
“A Series A was certainly on our mind and road map, but we weren’t actively fundraising,” Davidson said. “However, we saw a great fit and great backing to help us grow. Tools have lagged in the customer success area and how to manage that. Andreessen can help us scale and grow with our customers as they manage the thousands of their customers.”
Davidson intends to use the new funding to scale Vitally’s team across the board and build out its marketing efforts to introduce the company to the market. He expects to grow to 30 by the end of the year to support the company’s annual revenue growth — averaging 3x — and customer acquisition. Vitally is already working with big customers like Segment, Productboard and Calendly.
As part of the investment, Andreessen general partner David Ulevitch is joining the Vitally board. He saw an opportunity for the reimagining of how SaaS companies delivered customer success, he told TechCrunch via email.
Similar to Davidson, he thought that customer success teams were now instrumental to growing SaaS businesses, but technology lagged behind market need, especially with so many SaaS companies taking a self-serve or product-led approach that attracted more orders than legacy tools.
Before the firm met Vitally, it was hearing “rave reviews” from its customers, Ulevitch said.
“The feedback was overwhelmingly positive and affirmed the fact that Vitally simply had the best product on the market since it actually mapped to how businesses operated and interacted with customers, particularly businesses with a long-tail of paying customers,” he added. “The first dollar into a SaaS company is great, but it’s the renewal and expansion dollars that really set the winners apart from everyone else. Vitally is in the best position to help companies get that renewal, help their customers expand accounts and ultimately win the space.”
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Pillar VC closes $192M for two funds targeting SaaS, crypto, biotech, manufacturing
As its name suggests, venture firm Pillar VC is focused on building “pillar” companies in Boston and across the Northeast.
The Boston-based seed-stage firm closed a raise of $192 million of capital that was split into two funds, $169 million for Pillar III and $23 million for Pillar Select. More than 25 investors are backing the new fund, including portfolio founders.
Jamie Goldstein, Sarah Hodges and Russ Wilcox are Pillar VC’s three partners, and all three lead investments for Pillar. The trio all have backgrounds as entrepreneurs: Goldstein, who has spent the past two decades in VC, co-founded speech recognition company PureSpeech, which was acquired by Voice Control Systems; Hodges was at online learning company Pluralsight; and Wilcox was CEO of electronic paper company E Ink, which he sold in 2009.
Pillar typically invests in a range of enterprise and consumer startups and aims to target Pillar III at startups focused on biology, enterprise SaaS, AI/ML, crypto, fintech, hardware, manufacturing and logistics. The firm will make pre-seed investments of $50,000 to $500,000 and seed-round investments of $2 million to $6 million.
One of the unique aspects of the firm is that it will buy common stock so that it will be aligned with founders and take on the same risks, Goldstein told TechCrunch.
The firm, founded in 2016, already has 50 portfolio companies from its first two funds — Pillar I, which raised $57 million, and Pillar $100 million. These include cryptocurrency company Circle, which announced a SPAC earlier this month, 3D printing company Desktop Metal that went public, also via SPAC, last year, and PillPack, which was bought by Amazon in 2018.
“Pillar is an experiment, answering the question of ‘what would happen if unicorn CEOs came in and helped bootstrap the next generation’,” Wilcox said. “The experience is working, and Pillar does what VCs ought to do, which is back first-of-its-kind ideas.”
In addition to leading investments, Hodges leads the Pillar VC platform for the firm’s portfolio companies. Many of the portfolio companies are spinouts from universities, and need help turning that technology into a company. Pillar provides guidance to recruit a CEO or partner on the business side, leadership development, recruit talent and makes introductions to potential customers.
Pillar also intends to invest a third of the new fund into that biology category, specifically looking at the convergence of life science and technology, Wilcox said.
In its second fund, the firm started Petri, a pre-seed bio accelerator focused on biotech, and brought in founders using computation and engineering to develop technologies around the areas of agriculture, genetics, cell and gene therapies, medical data and drug discovery. The third fund will continue to support the accelerator through both pre-seed and seed investments.
The first investments from Pillar III are being finalized, but Hodges expects to infuse capital into another 50 companies.
“We are super bullish on Boston,” she added. “So many companies here are growing to be household names, and an exciting energy is coming out.”
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Commercial real estate lending startup Lev brings in $30M on a $130M valuation
Commercial real estate has been slow to embrace technology; though it has an addressable financing market of more than $40 billion, putting together a deal is still mostly manual, paper-heavy and complicated.
New York-based Lev is taking on this problem by automating workflows online and gathering hundreds of millions of data points into machine learning software to ensure financing accuracy. To do this, the commercial real estate financing transaction platform raised $30 million to give it a $130 million valuation just two years into its inception.
The latest financing comes four months after the company raised $10 million in seed funding led by NFX. Greenspring led the latest round, with participation from First American Title. Existing investors NFX, Canaan Partners, JLL Spark, Animo Ventures and Ludlow Ventures also joined in to give Lev total investments of more than $34 million, according to Crunchbase data.
Lev founder and CEO Yaakov Zar previously co-founded Boston-based Dispatch, which built tools for home services businesses. It was when he and his wife went through the homebuying process — and their mortgage fell through — that Zar decided to look at real estate financing.
He channeled his frustration into becoming a licensed mortgage loan originator. After relocating to New York, Zar was helping a friend at a nonprofit organization refinance their building and got a firsthand look at what he said was a fragmented commercial real estate mortgage industry.
Companies like Blend are addressing the problem of real estate lending, Zar told TechCrunch, but very few are focusing on commercial real estate, where lending is sensitive to interest rates and total amortization. In addition, property owners have a burden of refinancing every five to 10 years.
“Legacy businesses like JLL, which is an investor, Cushman Wakefield and CBRE work on lending, but they are much more ‘relationship focused’ than tech focused,” Zar said. “We think that it is a necessary part because the deals are so large and complex that you need a relationship for them, but transactions less than $1 billion are pretty straightforward. On experience and product, no one is close to us.”
Initially, Zar and his team wanted to build the “Rocket Mortgage of commercial real estate lending,” but found that to be difficult because real estate brokers are putting together their own pitch books for lenders. Instead, Lev is building a technology platform of more than 5,000 lenders with information on what projects they like to finance. It then analyzes a customer’s portfolio and connects them in minutes with the right lender, taking 1% of the loan amount for each transaction as payment. Lev is also working to be able to close deals online.
Zar wasn’t looking for funding when he was approached by investors, but said he was introduced to some people who liked the company’s growth and trajectory and decided to accept the funding offer.
He intends to use the new funding on product development, with the aim of giving a term sheet in seconds and closing a loan in seven days. Right now it can take a week or two to get the term sheet and 45 to 90 days to close a loan.
The company has about 40 employees currently in its New York headquarters, Miami R&D center, Los Angeles outpost and remotely. Continued investments will be made to expand the team.
Lev grew 10 times in volume in the past year, closing approximately $100 million of loans in 2020. Zar expects to close over $1 billion in 2021.
“Customers come back to us repeatedly, and there are a ton of referrals,” Zar said. “We want to be the platform on which capital market transactions are processed. You need an advantage to network and find great deals. I don’t want to mess with that, but when you find it, bring it to us, we will close it and provide the asset management with the best option to close online and manage the deal from a single platform.”
Meanwhile, Pete Flint, general partner at NFX, told TechCrunch that he got to know the Lev team over the last 18 months, checking in on the company during various stages of the global pandemic, and was impressed at how the company navigated it.
As co-founder of Trulia, he saw firsthand the problems in the real estate industry over search and discovery, but as that problem was being solved, the focus shifted to financing. NFX is also an investor in Tomo and Ribbon, which both focus on residential financing.
Wanting to see what opportunities were on the commercial real estate side, Flint heard Lev’s name come up more and more among brokers and industry insiders.
“As we got to know the Lev team, we recognized that they were the best team out there to solve this problem,” Flint said. “We are also among an amazing group of people complementing the round. The folks that are deep industry insiders will put a helpful lens on strategy and business development opportunities.”
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Zenput raises $27M Series C to keep multiunit operations flowing no matter the location
Ensuring food safety compliance can be challenging at one restaurant, let alone across thousands of restaurants. Zenput has developed technology aimed at making sure operating procedures are quickly adapted so that businesses maintain quality.
The San Francisco-based operations execution company raised $27 million in Series C financing, led by Golub Capital, to continue developing its application to automate operation procedures like tracking food safety, public health protocols and changing market conditions.
Restaurants, convenience stores and grocery chain customers can use Zenput to update all of their locations — at the same time — with new processes, promotional campaigns and key initiatives while also gathering data and insights from those locations to find opportunities for improvement.
Joining Golub in the round were existing investors, including Jackson Square Ventures, MHS Capital and Goldcrest Capital. This brings the company’s total funding to more than $47 million, co-founder and CEO Vladik Rikhter told TechCrunch.
Greg Gretsch, founding partner and managing director at Jackson Square Ventures, led Zenput’s Series A round in 2016 and had met Rikhter a year prior. At the time, Rikhter was in the early stages of developing what Gretsch called an organization task manager. While he didn’t invest then, he kept in touch with Rikhter and saw “how much of a grinder he was” in expanding the platform.
“When he sees a problem, he works and works to solve it,” Gretsch said. “Whenever you have a multilocation business, you have a remote management problem. You’re trying to manage everything so your weakest link can perform as best as the best link, but you need a platform to manage that so that you can hold stores accountable to improve the end product.”
Front-line workers use Zenput’s mobile app for onboarding at the beginning of the day and to track safety compliance and fresh food checks, something Rikhter said was historically challenging once a business had thousands of locations. The app can also alert when food has been left out too long to assist in lowering food waste rates.
Since its founding in 2012, Zenput is currently used by customers like Chipotle, Domino’s, P.F. Chang’s, Five Guys, Smart & Final and 7-Eleven in over 60,000 locations across more than 100 countries.
The Series C round comes as the company saw 100% revenue growth over the past year. At the same time, product usage more than doubled at stores, and to date, 1.5 billion questions were answered through Zenput, a figure Rikhter expects to double over the next 12 months as locations aim to find ways to do more things remotely.
“The pandemic inadvertently helped us,” he added. “Initially, it was rough, but then a lot of the brands we dealt with needed to expedite technology and saw an opportunity to invest in our technology. We have more products coming because there is more that can be done to make sure every meal is a safe meal.”
Much of the new funding will go toward building those new products and capabilities and into marketing to expand the customer base. The company recently launched an expansion of its Zenput for Franchisors tool and updates to its food prep labeling and temperature monitoring functions.
Rikhter also plans to double Zenput’s employees over the 16 to 18 months, especially in the product engineering and marketing areas.
All of that is to be ready for customer demand as restaurants, convenience stores and grocery chains do more to change up the way they do business in the future.
“I wouldn’t be surprised to show up at a restaurant and see changes made daily on protocols, which will drive a lot more of the journey than before,” Rikhter said. “We see more operators flexing muscles they didn’t know they had, as it relates to promotions and products, so they can grow faster and run totally different operational features and offer more options for customers.”
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Choco bites into $100M Series B, at a $600M valuation, to build a more transparent, sustainable food supply chain
The United States estimates of the food produced here approximately 40% is wasted. Globally, $2.6 trillion annually is lost.
Berlin-based Choco, which has built ordering software for restaurants and their suppliers, is working to digitize the food supply chain and announced $100 million in Series B funding, led by Left Lane Capital, to give it a $600 million post-market valuation. Joining in is new investor Insight Partners and existing investors Coatue Management and Bessemer Venture Partners.
The new round comes just over a year after Choco’s $63.7 million Series A, raised at two different periods, a $33.5 million round in 2019 and a $30.2 million round in 2020 — at a $230 million valuation — to bring total funding to $171.5 million since the company was founded in 2018.
The company’s core food procurement technology digitizes ordering workflow and communications for restaurants and suppliers. During the global pandemic, Khachab said Choco became the go-to tool for operators to be more efficient around procurement processes and reducing expenses as they adapted to the changing market conditions.
With the food industry a $6 trillion market, Choco CEO Daniel Khachab told TechCrunch he aims to make the food supply chain more transparent and sustainable in order to help increase margins in the food service sector and combat climate change.
The company did 14 months of food waste research and found that it was central to a lot of other global problems: Food waste is the third-largest driver of climate change and is causing deforestation — as evident by news from the Amazon last year — and the extinction of animals.
“It makes sense to try and solve it,” he added. “The food system is highly fragile, and what was shown in the first and second waves of the pandemic is how fragile and inflexible it was. It made the industry realize that it has to step up and that it can’t continue to work on pen and paper.”
Between the farmer and the end point, there are some nine parties involved, Khachab said. None are connected to another, which often means nine data silos and data not collected along the chain. It is important to connect them on one single platform so decision-making can be data-driven, he added.
As uncertainty swept across the food industry at the beginning of the pandemic, Khachab said Choco could either lay low and wait or invest in the company. He chose the latter, pumping up the team, regions and technology. As a result, Choco’s technology is stronger than it was 15 months ago and proved to be flexible amid the inflexible environment.
Choco saw orders quadruple on the platform in the past year, and gross merchandise value grew to $900 million annualized, up from $230 million, Khachab said.
As the company continues to learn how it can provide value to the food supply chain, half of the Series B funding will go into technology development. It will also go toward doubling its headcount, especially on the engineering side. Choco recently brought on ex-Uber and Facebook executive Vikas Gupta as chief technology officer, and Khachab said Gupta’s expertise will enable the company “to build the best technology team in Europe” and scale faster.
Choco is already operating in six markets, including the United States, Germany, France, Spain, Austria and Belgium. Khachab expects to expand in those markets and gain a footprint in new markets like Latin America, the Middle East and Asia.
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Founders: How well do you really understand seed-stage financing?
I’ve fundraised a lot. Tactically, fundraising is a skill like any other. You get better the more you do it. But practicing gets you nowhere if you don’t have a strong foundation in understanding a fundraising round’s core components.
As a founder, you will understand less than investors when it comes to fundraising. For investors, negotiating with founders is their full-time job. For founders, fundraising is just a small part of building a business. Understanding the basics of venture financing can help founders raise on better terms.
We’ll cover:
- How financing works: SAFEs versus equity rounds.
- How much to raise.
- How to arrive at your valuation.
How financing works: SAFEs versus equity rounds
As a founder, you will understand less than investors when it comes to fundraising.
Venture financing takes place in rounds. The first stage is the pre-seed or seed round, then a Series A, then a Series B, then a Series C and so on. You can continue to raise funding until the company is profitable, gets acquired or goes public.
We will focus here on seed-stage funding — your very first funding round.
SAFEs
Post-money SAFEs are the most common way to raise funding. These documents are used by Y Combinator, angel investors and most early-stage funds. You should raise on post-money SAFEs using standard documents created by YC. Standard documents have consistent terms that have been drafted to be fair to both investors and founders.
By using the standard post-money SAFE, your negotiation can focus on the two terms that matter:
- Principal: The amount you want to raise per investor.
- Valuation cap: The value of your business.
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JLL, Khosla lead Jones’ $12.5M Series A for real estate vendor compliance
Commercial real estate tenants and property managers have to abide by strict liability rules that any vendor entering the property must have insurance certificates and meet other requirements. The approval process for this currently can take days and is still largely done on paper.
Enter Jones. The New York-based commercial real estate startup is curating a marketplace of pre-approved vendors for tenants and property managers to find and hire the people they need in a compliant way.
To continue advancing its network, the company announced Monday it raised $12.5 million in Series A funding led by JLL Spark and Khosla Ventures that also included strategic investors Camber Creek, Rudin Management, DivcoWest and Sage Realty. This new investment brings Jones’ total raised to $20 million, according to Crunchbase data.
Jones, founded in 2017, also manages certifications and approvals, moving the whole process online. Its technology can process an insurance certificate in less than an hour and reduce the overall vendor approval time to 2.5 days — from 12 days — with 99.9% accuracy, co-founder and CEO Omri Stern told TechCrunch.
The accuracy portion is key. With much of the work being done by hand, current accuracy is at about 30%, he added. In addition, the certifications are lengthy, and it is typically up to property managers to parse through the insurance documents to identify what is missing rather than spending time with tenants.
“In the consumer world, a homeowner expects to go on a marketplace and find a service and hire them,” Stern said. “Office managers and tenants can’t get their preferred vendors through the approval process, so we want to provide a similar digital experience that they can consume and use in real estate.”
He says Jones’ differentiator from competitors is that all of the stakeholders are in place: a group of high-profile real estate customers, including Lincoln Property Co., Prologis, DivcoWest, Rudin Management, Sage Realty and JLL.
Yishai Lerner, co-CEO of JLL Spark, agrees, telling TechCrunch that commercial real estate is one of the largest and last asset classes that is undergoing a technology transformation, similar to what fintech was 20 years ago.
He estimates the U.S. market to be $16 trillion, of which technology could unlock a lot of the value. That opportunity was one of the drivers for JLL to create JLL Spark, where Jones is one of the first investments.
Though Lerner spent time with property management teams on the ground, he became up close and personal with the problem when his wife, while moving offices, found out her vendors were not allowed in the building because they didn’t have the right insurance.
“We learned that property managers spend half of their time just working to verify the compliance of vendors coming into their building,” Lerner said. “We wondered why there wasn’t technology for this. Jones was doing construction at the time, and we brought them into commercial real estate because they had an example of how technology could solve the problem.”
Meanwhile, the Series A comes at a time when Stern is seeing Jones’s SaaS tool take off in the past 10 months. He would not get specific with growth metrics, but did say that what is driving growth is “competing against the status quo” as companies are searching for and adapting workflow solutions.
The company intends to use the new funds on product development in both quicker and easier approvals and bringing on new vendors. Jones already works with tens of thousands of vendors. It will also focus on integration, offering an API that could be used in other industry verticals where compliance is necessary.
Stern would also like to continue building the team. Having brought in real estate experts, he is now also looking for people with backgrounds in fintech, cybersecurity and insurtech to bring in additional perspectives.
“We are building an incredible company with the opportunity to be the next big digital marketplace,” he added.
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Rise Gardens grows with $9M Series A to help anyone be an indoor farmer
As more consumers embrace plant-based diets and sustainable food practices, Rise Gardens is giving anyone the ability to have a green thumb from the comfort of their own home.
The Chicago-based indoor, smart hydroponic company raised $9 million in an oversubscribed Series A round, led by TELUS Ventures, with existing investors True Ventures and Amazon Alexa Fund and new investor Listen Ventures joining in. The company has a total of $13 million in venture-backed investments since Rise was founded in 2017, founder and CEO Hank Adams told TechCrunch.
Though he began in 2017, Adams, who has a background in sports technology, said he spent a few years working on prototypes before launching the first products in 2019. Rise’s IoT-connected systems are designed to grow vegetables, herbs and microgreens year-round.
Customers can choose between three system levels and get started with their first garden for about $300.
There is a “kind of joyousness” in being able to grow something, but people are looking for assistance because they don’t want to get into a hobby that will become demanding or stressful, Adams said. As a result, Rise’s accompanying mobile app monitors water levels and plant progress, then alert users when it’s time to water, fertilize or care for their plants.
“People are paying attention to food, and they care about what they eat,” he added. “Then the global pandemic played a part in this, with people leaning into growing their own food.”
In fact, customers leaned into growing food so much that Rise Gardens saw its sales eclipse seven figures in 2020, and gardens sold out three times during the year. Customers purchased close to 100,000 plants and have harvested 50,000.
The company estimates it helped keep more than 2,000 pounds of food from being wasted and saved 250,000 gallons of water since launching in 2019.
The concept of an indoor farm is not new. Incumbents include AeroGarden, AeroGrow, which was acquired by Scotts-Miracle Gro last November, and Click & Grow. Rise is among a new crop of startups that have raised funds that include Gardyn.
However, Rise Gardens is differentiating itself from those competitors by making its gardens from powder-coated metals and glass and are designed to be a focal point in the room. It is also offering ways for people to experiment with their gardens.
“We wanted something that would be flexible because once you have mastered a hobby, you will get bored,” he added. “You can start at one level and they swap out tray lids to grow more densely. We have a microgreens kit you can add, or add plant supports for tomatoes and peppers. You can also build a trellis to vine snap peas.”
Adams will focus the Series A dollars into product development, inventory, manufacturing, expansion into new markets and building up the team, especially in the areas of customer service and marketing. Rise has about 25 employees and plans to bring on another eight this year.
In addition, Rise Gardens’ products will soon be available on Amazon — its first channel outside of its website. The company is also expanding into schools in what Adams calls “version 2.0” of the school garden.
When Rich Osborn, president and managing partner of TELUS Ventures, evaluated the indoor garden space, he told TechCrunch that Adams and his team rose to the top of the list because of their background, data experience and syndication with Amazon.
Not only was consumer demand there for these kinds of products, but the sustainability and social impact created from these kinds of investments couldn’t be overemphasized, he said.
Nishan Majarian, co-founder and CEO of TELUS Agriculture, said he sees a future where there is a spectrum of food growth, and crop management will be at the plant level.
“Ever since Climate Corp. was acquired by Monsanto, there has been a massive influx into agriculture to get to the next billion-dollar exit,” Majarian added. “Agrifood is the last segmented supply chain. Every crop is different, every market is different. That makes it local, complex and fertile soil — pun intended — for startups who get capital to solve those issues and scale.”
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