Lanta Digital Ventures, the Barcelona-based early stage venture capital fund, has made its inaugural investment into Traity along with Horizon Ventures and Bertelsmann Group (BDMI). With more than 800k users already profiled, Traity is pushing the boundaries of online reputation by building the biggest map of people’s personalities.
Traity was born in 2012 with headquarters in both Madrid and Mountain View, CA. The crowd sourced approach to building a personality trait index is tapping into 2 increasingly popular trends in technology: Big Data and Online Reputation Management. The initial objective is to position Traity as a complementary tool for organizations to use in hiring decisions and in choosing a target audience for new product launches. In a world where online reputation is becoming an increasingly important social currency, people want every advantage to properly showcase their personal brand online and organizations are seeking new tools to manage their business. Traity’s personality data can provide essential information on a future employee’s cultural fit and help analyze consumer-buying behavior to customize e-commerce offers and improve conversion rates.
“The addition of Digital Ventures Lanta to our pool of investors perfectly complements our need not only for investment, but for experienced partners that have created successful companies and have an access to an extensive network of contacts. This round of funding supports the work of the entire Traity team and confirms the interest in our technology, “said Juan Cartagena, CEO and Co-Founder of Traity.
Founded by experienced executive, entrepreneur and investor Angel Garcia, Lanta Digital Ventures knows how to identify potential category leaders and also add real value to their future portfolio companies. This will mark Lanta Digital Ventures’ first investment since announcing their new team of investors including Tomas Diago of Softonic, Mauricio Prieto of Odigeo, Xavier Verdaguer of Innovalley, Didac Lee of Inspirit, Juanjo Rodriguez of Knok and other successful Barcelona entrepreneurs and investors.
For Angel, “investing in talented Spanish teams with high projections and global ambitions and is the foundation of our investment strategy. Traity is a great example and the pool of international investors they have been able to attract confirms their potential and maximizes their opportunity. “
Along with Lanta Digital Ventures, Traity has wooed other international venture capital including Horizon Ventures (early investors in Facebook, Waze, and Spotify) and the recently active BDMI fund (Bertelsmann Group) which also recently invested in Barcelona startup Marfeel. Prior to this round, Traity raised capital from European incubator Seedcamp and Dave McClure’s US-based accelerator 500 Startups.
The launch of the new Lanta fund signals the arrival of the 2nd generation of Barcelona’s young entrepreneurial ecosystem. Almost all of the investing partners of Lanta Digital Ventures are entrepreneurs that have completed the entire startup lifecycle themselves and are now beginning to re-invest into the community. Hopefully this is the first of many investments to come and we wish Traity rapid success and market validation.