A Columbus analytics startup for Shopify brands has raised a $24.1 million round less than a year after it was founded, according to a regulatory filing.
Triple Whale Inc. replaces cumbersome spreadsheets to help e-commerce businesses track metrics such as the effectiveness of ad spending on Facebook or Google, according to its website.
Three investors have participated in the round that started March 1, according to the Form D filed with the U.S. Securities and Exchange Commission.
CEO A.J. Orbach and President Maxx Blank, the co-founders, were not immediately available for interviews, according to spokespeople. Startups typically do not comment on still-open rounds to avoid the appearance of publicly soliciting investors.
Last year clients in more than 60 countries tracked $1.7 billion in ad spending through the subscription software, according to the company's latest update posted Friday on its YouTube channel. The update did tease a "big announcement coming soon."
Triple Whale has new offices in Columbus, where the majority of the team is based, and in Jerusalem, Israel. The company has 36 employees listed on LinkedIn.
"We're literally hiring as fast as we can right now," Orbach said in the video.
Orbach and Blank are entrepreneurs who started the company after struggling to track sales metrics and ad effectiveness for their own e-commerce brands. It was incorporated as an LLC in late April and renamed in June.
"We’re building the tools I wish I had when growing my own e-commerce business," Blank said Monday on Twitter.
Triple Whale also raised some $2.1 million last year, according to filings.
The latest SEC filing does not name lead investors, but it does add two directors who were not listed in last year's filings: Andrew Hunt, a Warby Parker veteran and founder of Boston-based VC firm Elephant; and Gigi Levy-Weiss, general partner of NFX, a seed-stage venture firm with offices in San Francisco and Israel. NFX lists Triple Whale among portfolio companies on its website.
The startup joins another Columbus software maker that specializes in serving independent retailers selling via Shopify: Loop Returns aims to turn returns into exchanges and build customer engagement with brands.
