TapCommerce’s founders are again with Attentive, a messaging startup that’s raised $13M


Attentive is popping out of stealth right now with the announcement that it’s raised $13 million in Collection A funding.

The corporate was based by Brian Lengthy and Andrew Jones. They beforehand based TapCommerce, a cellular advert startup that was acquired by Twitter for a reported value of $100 million. Lengthy and Jones each labored at Twitter for a few years earlier than leaving to start out one thing new.

The funding was led by Bain Capital Ventures, with participation from Eniac Ventures and NextView Ventures. Bain’s Scott Good friend is becoming a member of the board — Lengthy (Attentive’s CEO) stated Good friend was “a implausible board member” at TapCommerce, so why not repeat the expertise?

Attentive is, partly, a response to broader shifts within the cellular panorama. Lengthy advised me that whereas TapCommerce was targeted on serving to e-commerce firms promote their apps, it’s grow to be clear that clients aren’t going to obtain apps from each retailer.

“Folks don’t actually need to obtain an app anymore,” Lengthy stated. “We see messaging as a very low cost and efficient option to handle the client relationship.”

Plus, Lengthy famous that extra shoppers are actually on limitless textual content messaging plans, so that they’re much less aggravated in the event that they get texts from a enterprise.

Attentive began out by specializing in the problem of getting folks to opt-in for these messages within the first place. Its clients use cellular deep hyperlinks — when a consumer faucets to sign-up, Attentive mechanically creates a sign-up message for them, with the cellphone quantity and message stuffed in. All you have to do is hit ship and also you’re enrolled.

This “two-tap” sign-up course of sounds easy, however apparently it took months for Attentive’s engineering crew to develop. (The corporate has additionally utilized for a patent across the know-how.) And on prime of that, it’s constructed out further instruments to assist companies ship focused and personalised messages to customers.

Attentive is already working with greater than 50 clients, together with Boll & Department, Boxed, AmorePacific and Bliss. The startup says its messages see a median clickthrough fee of greater than 30 p.c, leading to 10x the income of selling emails. For some clients, the platform drove extra income on Black Friday and Cyber Monday than another advertising channel.

Featured Picture: Attentive

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