# Lovely

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

- Industry: Marketing/Advertising
- Headquarters: San Francisco, US
- Website: www.livelovely.com
- Total disclosed funding: $2M
- Latest round: Seed (Oct 1, 2012)
- Investors on record: 3

## About

Lovely is an innovative online platform designed to streamline the apartment rental process for tenants and property managers, facilitating seamless connections throughout the leasing journey.Founded in 2010, Lovely operates from San Francisco, US, and provides a unique online service for apartment rentals. The company has not undergone any notable pivots or changes in operations. Alex MacMillan, one of the co-founders, has a history of entrepreneurship, contributing to the company's strategic direction. Lovely raised USD 2.5 mn in its Series B funding round on April 28, 2014, achieving a total amount raised of USD 2.5 mn through four deals.Lovely provides a comprehensive suite of services aimed at enhancing the apartment rental experience for potential tenants and property managers. Their primary offering is an online platform that allows users to search for apartments by location and filter results based on features such as pet-friendliness and amenities. Users can book tours and directly contact property managers, addressing common rental market challenges like transparency and accessibility. The platform serves individual renters, families, and real estate professionals in major U.S. cities including Chicago, Atlanta, and Los Angeles.Lovely's revenue model is built on partnerships with property owners and managers, who pay fees for listing their apartments on the platform. Fees vary based on the service level chosen, structured as monthly subscriptions or one-time listing fees. Additional revenue is generated through affiliate partnerships with related service providers, enabling the platform to enhance its marketing solutions and analytics offerings, all aligned with industry standards.Looking ahead, Lovely plans to develop new products designed to enhance user experience and expand into additional markets across the United States. The funding raised in April 2014 will support these initiatives, allowing the company to innovate its platform and potentially introduce features that cater to evolving tenant needs. Specific target markets for expansion will be identified to complement existing services, enhancing the company’s footprint in the competitive rental market.

## Funding rounds

- Seed, Oct 1, 2012, $2M — Felicis Ventures, Founder Collective, 3taps

## Investors

- Felicis Ventures (https://capitalatlas.ai/funds/felicis-ventures) — Seed
- Founder Collective (https://capitalatlas.ai/funds/founder-collective) — Seed
- 3taps — Seed