Reputation.com nabs $30M more to help enterprises manage their profiles online –

▤ Summary

In these days where endorsements from influential personalities online can make or break a product, a startup that’s built a business to help companies harness all the long-tail firepower they can muster to get their name out there in a good way has raised some funding to expand deeper into feedback and other experience territory. Reputation.com, which works with big enterprises in areas like automotive and healthcare to help improve their visibility online and provide more accurate reports to the businesses about how their brands are perceived by customers and others, has raised $30 million in equity financing, money that CEO Joe Fuca said the company will use to continue to expand its tech platform to source more feedback and to future-proof it for further global expansion. The company proposed an idea of a “vault” for your information, which could still be used and appropriated by so-called data brokers (which help feed the wider ad-tech and marketing tech machines that underpin a large part of the internet economy), but would be done with user consent and compensation. “I think it was an addressable market issue,” said Fuca, who took over as CEO last year the company was reorienting itself to enterprise services (it sold off the consumer/individual business at the same time to a PE firm), with Fertik taking the role of executive chairman, among other projects. 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.” Nevertheless, the fact that the bulk of Reputation.com’s data sources are essentially secondary — that is publically available information that is already online and collected by others — will be driving some of the company’s next stage of development.

▦ Linked Companies

Reputation.com, Inc.

$50M to $100M