Trapit, which delivers relevant content dynamically tailored to each individual user, has closed a $6.2 million Series A round of venture funding led by returning investor Horizon Ventures of Hong Kong. Additionally, Rob Majteles, who is founder and managing partner of Treehouse Capital and a venture partner with Oak Investment Partners, has joined the board of directors.
Users can choose a pre-curated “trap” of content or start their own. Collected content includes news, blogs posts, reviews, videos and more, and the heuristic technology more accurately tailors content to users over time, like a digital personal assistant for search results. It currently delivers nearly 4 million articles to users each day.
Trapit is currently in public beta. The funding will go toward development and research, and will support expansion to mobile platforms.
“We’re proud to announce our Series A led by Horizon Ventures, as well as the addition of Rob Majteles to the board,” Gary Griffiths, chief executive officer and co-founder at Trapit, said in a statement. “There is an enormous opportunity in front of us as the continued growth of content on the web outstrips traditional search and demands new technologies that enable discovery and personalization.”
SRI International’s CALO Project (“Cognitive Assistant that Learns and Organizes”) forms the foundation of Trapit, as it does Apple’s Siri personal assistant.
Trapit was founded in 2009 and is based in Palo Alto, California. In addition to Majteles and Griffiths, Trapit’s board includes: Henry Nothhaft, Jr., co-founder and chief product officer of Trapit; Steve Ciesinski, SRI representative; and Frank Meehan, Horizons Ventures representative.