# Lavender

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/lavender

- Industry: Internet
- Headquarters: Atlanta, US
- Website: www.lavender.ai
- Total disclosed funding: $13M
- Latest round: Series A (Dec 26, 2022)
- Investors on record: 4

## About

Founded in 2020 by its CEO, William Balance, and Will Allred, and based in Georgia, US, Sorter, Inc., doing business as Lavender, operates as a writing and editing firm that offers machine learning-based email assistants that help companies with email data replies. In February 2023, Lavender raised USD 11 million in series A funding led by Norwest Venture Partners, with participation from returning investor Signia Ventures. As of 2023, the company has a client base that includes companies like Sendoso, Demandbase, Affinity, and many more.

The company offers an artificial intelligence-based writing assistant platform that provides templates for sales emails and marketing campaigns. The company also provides a coaching dashboard used for various insights, including individual email scores, open rates, reply rates, and writing time, helping companies track for efficiency, schedule training, and improve sales pipelines.

The company generates revenue by charging for its plans, which vary as Lavender Basic, Lavender Individual Pro (USD 29 per month), and Lavender Enterprise (USD 49 per month).

The company plans to use the February 2023 funding to grow its team and further develop its AI-powered sales email coaching platform.

## Funding rounds

- Series A, Dec 26, 2022, $11M — Norwest Venture Partners, Signia Ventures
- Seed, Mar 22, 2021, $1.8M — Signia Ventures, CapitalX, Position Ventures

## Investors

- Signia Ventures (https://capitalatlas.ai/funds/signia-ventures) — Seed, Series A
- CapitalX (https://capitalatlas.ai/funds/capitalx) — Seed
- Position Ventures (https://capitalatlas.ai/funds/position-ventures) — Seed
- Norwest Venture Partners (https://capitalatlas.ai/funds/norwest-venture-partners) — Series A