Linktree Raises $ 45 Million to Power ‘Link In Bio’ Social Commerce

Some companies generate verbs. Others generate sentences.

The term “organic link” entered the everyday language of influencers, thanks to brothers Alex and Anthony Zaccaria and their friend Nick Humphreys. While working at an advertising agency they co-founded, they saw how difficult it was for businesses to share content with just one link – the maximum number of social platforms allowed in a user’s bio. .

To work around these limitations, the trio in 2016 launched Linktree: a tool that people and businesses can use to easily collect links on a single web page. As the internet became more and more fragmented and social media users sought to express themselves and their businesses on various platforms, their product caught on.

“We saw that organic real estate was this place where there was consistency across all channels,” says Humphreys, creative director of the Australia-based startup. “You have an entry point for your audience from where they interact with your content, where you monetize them or get a result. “

Since then, Linktree has grown from a sapling to something more like a small redwood. Its adoption has been rapid in Australia, the United States, Europe and beyond, reaching one million users in December 2018 and three million a year later. Linktree now has around 12 million users who belong to more than 250 industries and averages around 32,000 registrations per day, up from the 9,000 monthly registrations recorded in March 2020, a 300% increase year over year. the other.

“We are already much more than what we started: this idea based on an organic link solution”, says Alex Zaccaria. “We’ve moved from that in a very meaningful way to this place where people represent themselves. It’s an identity layer, like a starting point even necessarily something you only find in social media, and brands and creatives now recognize that they don’t need a website anymore. They don’t need a random messy website. They can really picture themselves in Linktree where absolutely everything about them is in a really pretty free and frictionless environment that is going to help users quickly find out what they are talking about.

The company hopes to further develop its branches. On Thursday, Linktree announced a $ 45 million Series B funding round led by Index Ventures (also an investor in Patreon and Discord) and Coatue (a backer to TikTok). LinkedIn executive chairman Jeff Weiner, former Slack product director April Underwood, former Bumble director Michelle Kennedy, and Afterpay co-founder and US CEO Nick Molnar also participated in the round. The funding comes just five months after Linktree raised a $ 10.7 million Series A, with participation from companies including AirTree Ventures and Insight Partners.

This recent funding will be used to increase the workforce (which last year fell from less than a dozen to 80), develop new tools in the social commerce and analysis space, and start clusters of designers in various global markets who double as Linktree Offices.

According to Index Ventures Partner Danny Rimer, Linktree’s traction and vision was impressive, and while the concept is a “very simplistic metaphor,” he says the startup has also invented a whole new space.

“The idea of ​​providing an organized presentation of yourself through an identity layer, which is Linktree, makes perfect sense,” Rimer said. “Linktree would have made sense in the abstract 10 years ago, but internet maturity and platform maturity were not there 10 years ago to make Linktree a logical choice.”

Linktree isn’t the only company looking to innovate around the humble yet powerful bond. Others, including Bio.FM and Carrd, are also already on the market, and last month Streamlabs launched a new tool that allows users to directly integrate a tip function.

The Covid-19 pandemic has also accelerated Linktree’s growth, as individuals, small business owners and businesses, including Shopify, HBO and Yves Saint Laurent, have sought to increase their digital presence. Celebrities, such as chef Jamie Oliver, marketer Gary Vaynerchuk, and musicians Pharrell and Alicia Keys, have also created Linktree Pages, as have sports organizations like the LA Clippers and Major League Baseball.

Linktree’s rapid rise reminds Coatue partner Dan Rose of Facebook’s early days. Rose, who helped Amazon develop the Kindle in the 2000s before scaling and monetizing the social network, says it has the potential to evolve from a product around links to a platform. around identity. (Rose is also joining Linktree’s board of directors.)

“[Amazon and Facebook] the two ended up sort of going from a product to something much bigger, where they are supporting big savings on top of themselves. Linktree has that potential too, ”says Rose. “How do we keep adding features and growing, while still maintaining that basic simplicity that makes it so universal and so easy for people to access?” “

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