About.me acquired by mobile-first small business startup Broadly

Personal homepage startup About.me has been acquired. Again! The company, once bought by AOL for a reported $35 million, decided a couple years after the deal to go it alone, and spun About.me back out to become an independent company. Today, About.me announced it’s being acquired by the Oakland-based startup Broadly.

About.me founder and True Ventures partner Tony Conrad called the deal “definitely a meeting of the minds,” as About.me has been more recently focused on helping people and companies showcase their professional talents and skills, while Broadly creates tools that help small businesses stay connected to their customers.

Today Broadly offers web chat, text, email, online review collection and team messaging — all in its own mobile app.

However, its biggest draw is its online review platform that makes it easier for happy customers to quickly leave the business a positive review on any review site, including Google, Facebook, TripAdvisor and others.

Last September, Broadly raised $10 million in Series B funding, co-led by original investor Foundry Group and new partner Calibrate Ventures. The funding was allocated toward further product development and hiring — both things which an About.me acquisition can now help to expedite. The company also last year launched its small business-focused web chat feature in its app, and snagged the No. 107 spot on the 2018 Inc. 500 list of fastest-growing private companies in the U.S., which cited its 2017 revenue as $4.7 million.

Terms of the About.me deal were not disclosed, but it is an all-stock acquisition we understand, and one Conrad feels positive about.

In addition, the majority of About.me’s team is joining Broadly as a result of the acquisition, which will bring Broadly’s total team to more than 75. This includes About.me’s CEO Mindy Lauck, whose background includes time at Adobe Systems, NBCUniversal and E*Trade Financial. She becomes Broadly’s vice president of Product following the deal’s closure.

Conrad said he wanted to find About.me a new home with a company that was a good fit.

“It was important to the About.me leadership team to join forces with a company that had a strong go-to-market strategy and a similar level of passion for serving small business owners, who are an integral part of
keeping our economy strong and vibrant,” said Conrad. “We found that in Broadly and see the very real potential for powerful future growth as a result of this alignment,” he added.

At Broadly, Lauck will be focused on expanding the company’s existing product suite to support the full range of the small business owners’ needs — that will include About.me’s technology. The plan is to offer the About.me pages to Broadly’s small business user base going forward.

“The About.me product is another frictionless mechanism for helping small businesses promote themselves and start capturing leads, which aligns well with our mission and brand,” said Josh Melick, CEO and co-founder of Broadly, in a statement. “More personally, we’re thrilled to welcome the About.me team to the Broadly family – we’re even stronger together,” he added.

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