Fame.com nabs $30M extra to assist enterprises handle their profiles on-line


In today the place endorsements from influential personalities on-line could make or break a product, a startup that’s constructed a enterprise to assist firms harness all of the long-tail firepower they’ll muster to get their identify on the market in a great way has raised some funding to develop deeper into suggestions and different expertise territory. Reputation.com, which works with big enterprises in areas like automotive and healthcare to assist enhance their visibility on-line and supply extra correct stories to the companies about how their manufacturers are perceived by prospects and others, has raised $30 million in fairness financing, cash that CEO Joe Fuca stated the corporate will use to proceed to develop its tech platform to supply extra suggestions and to future-proof it for additional international growth.

The funding — led by Ascension Ventures, with participation additionally from new backers Akkadian Ventures, Business Ventures and River Metropolis Ventures and returning buyers Kleiner Perkins, August Capital, Bessemer Enterprise Companions, Heritage Group and Icon Ventures — is the second spherical Fame.com has raised since its pivot away from providers aimed toward people. Fuca stated the corporate’s valuation is tripling with this spherical, and whereas he wouldn’t go into the main points from what I perceive from sources (which is supported by knowledge in PitchBook), it had been round $120-130 million in its final spherical, making it now valued at between $360-390 million now.

A part of the rationale that the corporate’s valuation has tripled is due to its progress. The corporate doesn’t disclose many buyer names (for presumably apparent causes) however stated that three of the highest 5 automotive OEMs and in addition to over 10,000 auto dealerships within the U.S. use it, with these numbers now additionally rising in Europe. Amongst healthcare suppliers, it now has 250 prospects — together with three of the highest 5 — and on this planet of property administration, greater than 100 firms are utilizing Fame.com. Different verticals that use the corporate embrace monetary providers, hospitality and retail providers.

The corporate competes with different corporations that present providers like search engine optimisation and different on-line profile profile administration and sees the massive problem as making an attempt to persuade companies that there’s extra to having a powerful profile than simply an NPS score (suppliers of that are additionally rivals). So, along with the metrics which are normally used to compile this determine (based mostly on buyer suggestions surveys usually), Fame.com makes use of unstructured knowledge as properly (for instance sentiment evaluation from social media) and applies algorithms to this to calculate a Fame Rating.

Fame.com has been round really since 2006, with its authentic idea being managing people’ on-line reputations — not precisely within the Klout or PR-management sense, however with a (now very prescient-sounding) intention of offering a manner for folks to higher management their private data on-line. Its authentic identify was ReputationDefender and based by Michael Fertik, it was a pioneer in what got here to be known as private data administration.

The corporate proposed an concept of a “vault” in your data, which might nonetheless be used and appropriated by so-called knowledge brokers (which assist feed the broader ad-tech and advertising tech machines that underpin a large part of the internet economy), however can be performed with consumer consent and compensation.

The thought was onerous to scale, nonetheless. “I think it was an addressable market issue,” stated Fuca, who took over as CEO final 12 months the corporate was reorienting itself to enterprise providers (it sold off the consumer/individual business at the same time to a PE firm), with Fertik taking the position of government chairman, among other projects. “Individuals seeking reputation defending is only certain market size.”

Not so on this planet of enterprise, the realm the startup (and I feel you can name Fame.com a startup, given its pivot and restructure and enterprise backing) has been specializing in completely for the higher a part of a 12 months.

The corporate immediately integrates intently with Google — which isn’t solely a serious platform for disseminating data within the type of search engine optimisation administration, however an information supply as a repository of consumer evaluations — however even supposing Google holds so many playing cards within the stack, Fuca (who had beforehand been an exec at DocuSign earlier than coming to Fame.com) stated he doesn’t see it as a possible risk or competitor.

A recent survey from the corporate about fame administration for the automotive sector underscores simply how large of a job Google does play:

“We don’t worry about google as competitor,” Fuca stated. “It is super attracted to working with partners like us because we drive domain activity, and they love it when people like us explain to customers how to optimise on Google. For Google, it’s almsot like we are an optimization partner and so it helps their entire ecosystem, and so I don’t see them being a competitor or wanting to be.”

However, the truth that the majority of Fame.com’s knowledge sources are basically secondary — that’s publically accessible data that’s already on-line and picked up by others — can be driving a few of the firm’s subsequent stage of improvement. The plan is to begin to add in additional of its personal primary-source knowledge gathering within the type of buyer surveys and suggestions varieties. That can open the door too to extra questions of how the corporate will deal with privateness and private knowledge long run.

“Ascension Ventures is excited to deepen its partnership with Reputation.com as it enters its next critical stage of growth,” stated John Kuelper, Managing Director at Ascension Ventures, in an announcement. “We’ve watched Reputation.com’s industry leading reputation management offering grow into an even more expansive CX platform. We’re seeing some of the world’s largest brands and service providers achieve terrific results by partnering with Reputation.com to analyze and take action on customer feedback — wherever it originates — at scale and in real-time. We’re excited to make this additional investment in Reputation.com as it continues to grow and expand its market leadership.”


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