How Automattic pays its remote employees across different geographies

A growing number of tech companies is telling their employees they can work from anywhere, even after this pandemic has passed. A looming question, however, is how.

Last week, Facebook CEO Mark Zuckerberg told employees that Facebook will adjust the pay of those who choose to move out of the Bay Area and work in different, presumably less expensive, geographies. But others figuring out their own remote-work strategies might also look to Automattic, the now 15-year-old, heavily venture-backed company that is parent to the publishing platform WordPress; the platform for discovering long-form writing content, Longreads; the comment-filtering service Akismet; and, as of last year, the former social media giant Tumblr; among other businesses.

Automattic, which now employs more than 1,000 employees, has been nearly fully distributed from its founding days, and became entirely so in 2017, when the company shut its San Francisco office and told employees they could work from wherever they choose. At the time, founder and CEO Matt Mullenweg told Quartz that most employees were already opting not to come into the co-working space it was providing, so it reasoned its money could be better spent elsewhere.

Because Automattic has always proudly shared its remote-work playbook — including giving employees a stipend to set up their home offices and paying for travel — we couldn’t help but wonder how it pays those employees and whether there might be lessons for companies now moving toward a more dispersed future, too. Here’s what we learned from Mullenweg, who answered our related questions via email over the weekend.

The biggest question, of course, is whether Automattic pays employees based on their geography and its related cost of living. In answering, Mullenweg didn’t give a blanket “yes” or “no, ” explaining that at Automattic, “[W]e aim to pay the same rates for the same roles, regardless of geography. Automattic currently has folks in over 75 countries. Sometimes this puts us above or below what may be the market rate for a role in a given area.”

He said it’s not so easy in practice. Among the biggest obstacles to keeping pay in sync is paying employees’ compensation in their local currency, which “can have wide swings, which creates imbalances,” said Mullenweg. Automattic also “generally only adjusts salaries up, so a positive currency swing may bring someone above a global norm for a year or two.”

He thinks that as more companies move in the direction of encouraging — or, at least, allowing — employees to work from anywhere, it may be difficult for them to “immediately switch to normalize salaries.” He says when Automattic started down its path, it “took several years to narrow the ranges people were in,” and that, even today, it’s never “perfectly even — more a direction you’re always heading in.”

We were also interested in Mullenweg’s thoughts about those companies that do adopt localized compensation. Specifically — based on what he has learned over time about employment regulations around the world — we wondered if tech companies that pay people different amounts for the same work might face consequences, legal or otherwise.

“Long term,” said Mullenweg, “I think market forces and the mobility of talent will force employers to stop discriminating on the basis of geography for geographically agnostic roles.” He also said that while he isn’t aware of location or geography currently being a protected class for pay discrimination suits — at least in the U.S. — he thinks that for “moral and competitive reasons, companies will move toward globally fair compensation over time with roles that can be done from anywhere.”

Indeed, Mullenweg suggested that companies have been paying based on local market norms in the past probably can’t get away with that much longer, even while it’s “difficult to fix that immediately” and may be something that needs to be adjusted “over several years, using more frequent or higher raises for the employees that are below your global market norm.” (Conversely, he added, “If you have people significantly above what the norm is across your company, I don’t think it’s fair to ask them to take a salary reduction because it’s a mistake the company made, but it may be unsustainable to bring everyone to that higher level.”)

In fact, the broader takeaway for companies that are moving toward this new future is largely to recognize that it takes time, along with an understanding of a whole lot of factors that don’t come into play with geographically homogenous groups of employees. Think “currency controls, geo-political instability, protectionism, security concerns, and even the impact of someone making 5 to 10 times what their friends and family may make in salary,” said Mullenweg.

It’s all worth it, suggested Mullenweg. Like Zuckerberg — who last week emphasized to employees that a dispersed workforce could “potentially spread more economic opportunity around the country more and potentially around the world more,” and, in turn, “hopefully a more sustainable social and political climate if opportunity can be shared more broadly” — Mullenweg seems to view more remote work as a kind of equalizing force.

As he told us over the weekend, “You get a lot of richness, access to a global talent pool, and I think a positive impact on the world by spreading economic opportunity more widely than it has been in the past.”

Automattic pumps $4.6M into New Vector to help grow Matrix, an open, decentralized comms ecosystem

Automattic, the open source force behind WordPress .com, WooCommerce, Longreads, Simplenote and Tumblr, has made a $4.6M strategic investment into New Vector — the creators of an open, decentralized communications standard called Matrix. They also develop a Slack rival (Riot) which runs on Matrix.

The investment by Automattic, which is at a higher valuation than the last tranche New Vector took in, extends an $8.5M Series A last year, from enterprise tech specialists Notion Capital and Dawn Capital plus European seed fund Firstminute Capital — and brings the total raised to date to $18.1M. (Which includes an earlier $5M in strategic investment from an Ethereum-based secure chat and crypto wallet app, Status).

New Vector’s decentralized tech powers instant messaging for a number of government users, including France — which forked Riot to launch a messaging app last year (Tchap) — and Germany, which just announced its armed forces will be adopting Matrix as the backbone for all internal comms; as well as for the likes of KDR, Mozilla, RedHat and Wikimedia, to name a few.

Getting Automattic on board is clearly a major strategic boost for Matrix — one that’s allowing New Vector to dream big.

“It’s very much a step forwards,” New Vector CEO and CTO and Matrix co-founder, Matthew Hodgson, tells TechCrunch. “We’re hopefully going to get the support from Automattic for really expanding the ecosystem, bringing Matrix functionality into WordPress — and all the various WordPress plugins that Automattic does. And likewise open up Matrix to all of those users too.”

A blog post announcing the strategic investment dangles the intriguing possibility of a decentralized Tumblr — or all WordPress sites automatically getting their own Matrix chatroom.

“This is huge news, not least because WordPress literally runs over 36% of the websites on today’s web – and the potential of bringing Matrix to all those users is incredible,” New Vector writes in the blog post. “Imagine if every WP site automatically came with its own Matrix room or community?  Imagine if all content in WP automatically was published into Matrix as well as the Web?… Imagine there was an excellent Matrix client available as a WordPress plugin for embedding realtime chat into your site?”

Those possibilities remain intriguing ideas for now. But as well as ploughing funding into New vector Automattic is opening up a job for a Matrix.org/WordPress integrations engineer — so the Matrix team has another tangible reason to be excited about future integrations.

“One of the best and the biggest open source guys really believes in what we’re doing and is interested in trying to open up the worlds of WordPress into the decentralized world of Matrix,” adds Hodgson. “In some ways it’s reassuring that a relatively established company like Automattic is keeping its eye on the horizon and putting their chips on the decentralized future. Whereas they could be ‘doing a Facebook’ and just sitting around and keeping everything centralized and as locked down as possible.”

“It’s a bit of a validation,” says Matrix co-founder and New Vector head of ops and products, Amandine le Pape. “The same way getting funding from VCs was validation of the fact it’s a viable business. Here it’s a validation it’s actually a mainstream open source project which can really grow.”

New Vector co-founders, Matthew Hodgson and Amandine le Pape

While the strategic investment offer from Automattic was obviously just a great opportunity to be seized by New vector, given ideological alignment and integration potential, it also comes at helpful time, per le Pape, given they’ve been growing their SaaS business.

“The business model that we’re looking at with New Vector to go and drive — both to fund Matrix and also to keep the lights on and grow the projects and the company — is very, very similar to what Automattic have successfully done with WordPress.com,” adds Hodgson. “So being able to compare notes directly with their board and our board to go and say to them how do you make this work between the WordPress.org and the WordPress.com split should be a really useful tool for us.”

While Matrix users can choose to host their own servers there’s obviously a high degree of complexity (and potential expense) involved in doing so. Hence New Vector’s business model is to offer a paid Matrix hosting service, called Modular, where it takes care of the complexity of hosting for a fee. (Marketing copy on the Modular website urges potential customers to: “Sign up and deploy your own secure chat service in seconds!”)

“Some of our highest profile customers like Mozilla could go and run it themselves, obviously. Mozilla know tech. But in practice it’s a lot easier and a lot cheaper overall for them to just go and get us to run it,” adds Hodgson. “The nice thing is that they have complete self sovereignty over their data. It’s their DNS. We give them access to the database. They could move off at any time… switch hosting provider or run it themselves. [Users] typically start off with us as a way to get up and running.”

Talking of moving, Hodgson says he expects Automattic to move over from Slack to Riot following this investment.

“I am very excited about what New Vector is doing with Matrix — creating a robust, secure, open protocol that can bring all flavors of instant messaging and collaboration together, in the way that the web or email has its foundation layer,” added Automattic founder, Matt Mullenweg, in a supporting statement. “I share New Vector’s passion for open source and the power of open standards. I’m excited to see how Automattic and New Vector can collaborate on our shared vision in the future.” 

Mullenweg was already a supporter of Matrix, chipping into its seed via Patreon back in 2017. At the time the team was transitioning from being incubated and wholly financed by Amdocs, a telco supplier where New Vectors’ co-founders used to work (running its unified comms division), to spinning out and casting around for new sources of funding to continue development of their decentralized standard.

Some three years on — now with another multi-million dollar tranche of funding in the bank — Hodgson says New Vector is able to contemplate the prospect of profitability ahead, with ~16.8 million users and 45,000 deployments at this point (up from 11M and 40k back in October).

“I think there’s also a high chance — touch wood — that this injection gives us a path straight through to profitability if needed,” he tells us. “Given the macroeconomic uncertainty thanks to the [COVID-19] pandemic, the opportunity to say we have this amount of cash in the bank, assuming our customers follow roughly the trajectory that we’d seen so far… this would be a way to get out the other side without having to depend on any further funding.

“If things are on track we probably would do additional funding next year in order to double down on the success. But right now this at least gives us a pretty chunky safety net.”

The coronavirus crisis has been accelerating interest in Matrix “significantly”, per Hodgson, as entities that might have been contemplating a switch to decentralized comms down the line feel far greater imperative to take control of their data — now that so many users are logging on from home.

“As lockdowns began we saw sign ups increase by a factor of about 10,” he says. “It’s tapered off a little bit but it was a real scaling drama overnight. We had to launch an entirely new set of videoconferencing deployments on Jitsi’s offering, as well as scaling up the hardware for the service which we run by several times over.

“We’re also seeing retention go up, which was nice. We assumed there would be a huge spike of users desperately trying to find a home and then they wouldn’t necessarily stick around. In practice they’ve stuck around more than the existing user base which is reassuring.”

In some cases, New Vector has seen customers radically shrink planned deployment timescales — from months to a matter of days.

“We literally had one [educational] outfit in German reach out and say that tender in September — we want you to go live on Monday,” says Hodgson, noting that in this instance the customer skipped the entire tendering process because of they felt they needed a secure system school kids could use. (And privacy concerns ruling out use of centralized options such as Zoom or Microsoft Teams.)

“The biggest impact from a New Vector perspective at least has been that a lot of our slower moving, bigger opportunities — particularly in the public sector with governments — have suddenly sped up massively,” he adds. “Because it was previously a nice to have premium thing — ‘wouldn’t it be good if we had our own encrypted messenger and if everybody wasn’t using Telegram or WhatsApp to run our country’ — and then suddenly, with the entire population of whichever country it might be suddenly having to work remotely it’s become an existential requirement to have high quality communication, and having that encrypted and self sovereign is a massive deal.”

In terms of competing with Slack (et al), the biggest consideration is usability and UX, according to Hodgson.

So, over the last year, New Vector has hired a dedicated in-house design team to focus on smoothing any overly geeky edges — though most of this work is yet to be pushed out to users.

“We’ve actually pivoted the entire development of Riot to be design led,” he says. “It’s no longer a whole bunch of developers, like myself, going and hacking away on it — instead the product owner and the product direction’s being laid by the design team. And it is an unrecognizable difference — in terms of focus and usability.

“Over the coming year we are expecting Riot to basically be rebuilt at least cosmetically to get rid of the complexity and the geekiness and the IRC hangovers which we have today in favor of something that can genuinely punch its weight against Slack and Discord.”

In another major recent development New Vector switched on end-to-end encryption across the piece in Riot, making it the default for all new non-public conversations (DMs and private chats).

“It’s the equivalent of email suddenly mandating PGP and managing not to break everything,” says Hodgson of that feat.

A key challenge was to “get parity” with users of the non-encrypted version of Matrix before it could be enabled everywhere — with associated problems to tackle, such as search.

“Typically we were doing search on the server and if the messages are encrypted the server obviously can’t index them — so we had to shift all of our search capabilities to run client side. We went and wrote a whole bunch of REST that allows you to basically embed a search engine into Riot on the client, including on the desktop version, so that people can actually reach their encrypted message history there and share it between devices,” he explains.

Another focus for the e2e was the verification process — which is also now built in by default.

“When you now log into Riot it forces you to scan a QR code on an existing login if you’ve already logged in somewhere. A bit like you do on WhatsApp web but rather than just using it to authenticate you it also goes and proves that you are a legitimate person on that account,” he says. “So everyone else then knows to trust that login completely — so that if there is an attack of some kind, if you admin tries to add a malicious device into your account to spy on you or if there’s a man-in-the-middle attack, or something like that, everybody can see that the untrusted device hasn’t been verified by you.

“It’s basically building out a simple web of trust of your devices and immediate contacts so that you have complete protection against ghost devices or other nastier attempts to go and compromise the account. The combination of using QR codes and also using emoji comparison rather than having to read out numbers to one another is I think almost unique now, in terms of creating really, really super robust end-to-end encryption.”

The e2e encryption Matrix uses is based on algorithms popularized by the Signal protocol. It was audited by NCC Group in 2016 but plans for the new funding include a full stack audit — once they’ve ironed out any teething issues with the new default e2e.

“[We want to] at least pick a path, a particular set of clients and servers — because we can’t do the whole thing, obviously, because Matrix has got 60-70 different apps on it now, or different clients. And there are at least four viable server implementations but we will pick the long term supported official path and at least find a set which we can then audit and recommend to governments,” says Hodgson of the audit plans.

They’re also working with Jitsi on a project to make the latter’s WebRTC-compatible videoconferencing platform e2e encrypted too — another key piece as Jitsi’s tech is what New Vector offers for video calling via Matrix.

“We partner with Jitsi for the videoconferencing side of things and we’re working with them on their e2e encrypted videoconferencing… They [recently] got the world’s first WebRTC -based e2e encrypted conferencing going. And they plan to use Matrix as the way to exchange the keys for that — using also all of the verification process [New Vector has developed for Riot]. Because end-to-end encryption’s great, obviously in terms of securing the data — but if you don’t know who you’re talking to, in terms of verifying their identity, it’s a complete waste of time,” adds Hodgson.

So when Jitsi’s e2e encryption launches New Vector will be able to include e2e encrypted videoconferencing as part of its decentralized bundle too.

How much growth is New Vector expecting for Matrix over the next 12 months? “We’ve tripled almost all of the sizing metrics for the network in the last year, and I think we tripled the year before that so I’m hoping that we can continue on that trajectory,” he says on that.

Another “fun thing” New Vector has been working on, since the end of last year, is a peer-to-peer version of Matrix — having developed a “sufficiently lightweight server implementation” that allows Matrix users to run ‘riot’ in a decentralized p2p space via a web browser (or via the app on a mobile device).

“We turned on the peer-to-peer network about a month ago now and they’re at the point right now of making it persistent — previously if all of the clients on the network went away then the entire network disappeared, whereas now it has the ability to persist even if people start restarting their browsers and apps. And it’s very much a mad science project but as far as I know nobody else is remotely in that ballpark,” he says.

“The nice thing is it looks and feels identical to Matrix today. You can use all of the clients, all of the bridges that people have already written… It just happens to be that the Riot is connecting to a server wedged into itself rather than talking to one sitting on the server… So it’s a total paradigm shift.”

“We weren’t sure it was going to work at all but in practice it’s working better than we could have hoped,” he adds. “Over the next year or so we’re going to expect to see more and more emphasis on peer-to-peer — possibly even by default. So that if you install Riot you don’t have to pick a server and go through this fairly clunky thing of figuring out what service provider to trust and do you want to buy one from us as New Vector or do you want to a Swiss ISP. Instead you can start off bobbing around the ocean in a pure peer-to-peer land, and then if you want to persist your data somewhere then you go and find a server to pin yourself to a home on the Internet. But it would be a completely different way of thinking about things.”

Those interested in dipping a toe in p2p decentralized IM can check out this flavor of Riot in a web browser via p2p.riot.im

New Early Stage speakers to talk fundraising strategies, growth marketing and PR

TC Early Stage SF goes down on April 28, and we are getting pretty damn excited about it!

The show will bring together 50+ experts across startup core competencies, such as fundraising, operations and marketing. We’ll hear from VCs on how to create the perfect pitch deck and how to identify the right investors for you. We’ll hear from lawyers on how to navigate the immigration process when hiring, and how to negotiate the cap table. And we’ll hear from growth hackers on how to build a high-performance SEO engine, and PR experts on how to tell your brand’s story.

And that’s just the tip of the iceberg.

Today, I’m pleased to announce four more breakout sessions.


Lo Toney

Toney is the founding managing partner of Plexo Capital, which was incubated and spun out from GV. Before Plexo, Toney was a partner with Comcast Ventures, where he led the Catalyst Fund, and then moved to GV where he focused on marketplace, mobile and consumer products. Toney also has operational experience, having served as the GM of Zynga Poker, the company’s largest franchise at the time.

Think Like a PM for VC Pitch Success

Your pitchdeck is not just a reflection of your business, it’s a product unto itself. Your startup’s success, and avoiding the end of your runway, depends on the conversion rate of that product. Hear from Plexo Capital founding partner Lo Toney about how thinking like a PM when crafting your pitch deck can produce outstanding results.


Krystina Rubino and Lindsay Piper Shaw

Shaw and Rubino are marketing consultants for Right Side Up, a growth marketing consultancy. Prior to Right Side Up, Shaw scaled podcast campaigns for brands like quip, Lyft and Texture, and has worked with brands like McDonald’s, Honda, ampm, and Tempur Sealy. Rubino has worked with companies across all stages and sizes, including Advil, DoorDash, P&G, Lyft and Stitch Fix.

Why You Need Podcasts in Your Growth Marketing Mix

Podcast advertising is widely viewed as a nascent medium, but smart companies know it can be a powerful channel in their marketing mix. Opportunity is ripe — get in early and you can own the medium, box out competitors and catapult your growth. Krystina Rubino and Lindsay Piper Shaw have launched and scaled successful podcast ad campaigns for early-stage startups and household name brands and will be sharing their strategies for companies to succeed in this often misunderstood channel.


Jake Saper

Jake Saper, the son of serial co-founders, has been obsessed with entrepreneurialism from a young age. His origin in venture capital started at Kleiner Perkins, and he moved on to become a partner at Emergence in 2014, where he became a Kauffman Fellow. He serves on the boards of Textio, Guru, Ironclad, DroneDeploy, and Vymo, and his self-described “nerdy love” of frameworks has only grown over the years.

When It Comes to Fundraising, Timing Is Everything

There are some shockingly common timing mistakes founders make that can turn an otherwise successful fundraise into a failure. We’ll talk through how to avoid them and how to sequence efforts from the time you close your seed to ensure you find the right partner (at the right price!) for Series A and beyond.


April Conyers

Conyers has been in the communications industry for 15 years, currently serving as the senior director of Corporate Communications at Postmates . Before Postmates, Conyers served as a VP at Brew PR, working with clients like Automattic, NetSuite, Oracle, Doctor on Demand and about.me. During that time, she also found herself on BI’s “The 50 Best Public Relations People In The Tech Industry In 2014” list.

The Media Is Misunderstood, But Your Company Shouldn’t Be

With the media industry in a state of flux, navigating the process of telling your story can be confusing and overwhelming. Hear from Postmates Senior Director of Corporate Communication April Conyers on how startups should think about PR, and how to get your message across in a hectic media landscape.


Early Stage SF goes down on April 28, with more than 50 breakout sessions to choose from. However, don’t worry about missing a breakout session, because transcripts from each will be available to show attendees. And most of the folks leading the breakout sessions have agreed to hang at the show for at least half the day and participate in CrunchMatch, TechCrunch’s great app to connect founders and investors based on shared interests.

Here’s the fine print. Each of the 50+ breakout sessions is limited to around 100 attendees. We expect a lot more attendees, of course, so signups for each session are on a first-come, first-serve basis. Buy your ticket today and you can sign up for the breakouts we are announcing today, as well as those already announced. Pass holders will also receive 24-hour advance notice before we announce the next batch. (And yes, you can “drop” a breakout session in favor of a new one, in the event there is a schedule conflict.)

So get your TC Early Stage: San Francisco pass today, and get the inside track on the sessions we announced today, as well as the ones to be announced in the coming weeks.

Possible sponsor? Hit us up right here.

Salesforce Ventures invested $300M in Automattic while Salesforce was building a CMS

In September, Salesforce Ventures, the venture of arm of Salesforce, announced a hefty $300 million investment in Automattic, the company behind WordPress, the ubiquitous content management system (CMS). At the same time, the company was putting the finishing touches on Salesforce CMS, an in-house project it released last week.

The question is, why did it choose to do both?

One reason could be that WordPress isn’t just well-liked; it’s also the world’s most popular content management system, running 34 percent of the world’s 10 billion websites — including this one — according to the company. With Automattic valued at $3 billion, that gives Salesforce Ventures a 10 percent stake.

Given the substantial investment, you wouldn’t have been irrational to at least consider the idea that Salesforce may have had its eye on this company as an acquisition target. In fact, at the time of the funding, Automattic CEO Matt Mullenweg told TechCrunch’s Romain Dillet that there could be some partnerships and integrations with Salesforce in the future.

Now we have a Salesforce CMS, and a potential partnership with one of the world’s largest web content management (WCM) tools, and it’s possible that the two aren’t necessarily mutually exclusive.

Startups Weekly: Upfront Ventures bets on a bus service

Hello and welcome back to Startups Weekly, a weekend newsletter that dives into the week’s noteworthy news pertaining to startups and venture capital. Before I jump into today’s topic, let’s catch up a bit. Last week, I profiled an e-commerce startup Part & Parcel. Before that, I wrote about Stripe’s grand plans.

Remember, you can send me tips, suggestions and feedback to [email protected] or on Twitter @KateClarkTweets. If you don’t subscribe to Startups Weekly yet, you can do that here.

Startup Spotlight: Landline

Some startups build space ships that will one day send us all to Mars, others put their time and energy into improving 350 year old infrastructure.

Landline, the operator of a bus network in the Midwest, is one of the latest companies to raise venture capital. The business has closed a $3.85 million round led by Los Angeles firm Upfront Ventures, with participation from Mucker Capital and Matchstick Ventures. The company is actually based out of LA, too, but has completed its initial launch in Minnesota, where there’s greater demand for short-term bus travel.

Landline isn’t just a few buses with startup branding. Founder and chief executive officer David Sunde tells TechCrunch a ride on Landline is booked through its partner airline Sun Country Airlines. A traveler pays Sun Country one fixed price to get them from the bus pick-up point to their final destination. The goal is to help those who live far distances from airports save money and to make the experience of busing more enjoyable.

“It’s all meant to be at the level of reliability that you would expect from an air carrier,” Sunde tells TechCrunch. “We don’t want people who get on the bus to be surprised or upset — we want it to be a seamless experience … The perception of bus travel in the U.S. is negative. A big part of our mission is to get people comfortable on buses again as a viable alternative to air travel in certain markets.”

For those of you wondering, have these people ever heard of Greyhound? Landline says they wont compete with Greyhound because of the more than 100-year-old transportation business’s focus on long-haul trips. Landline will specifically focus on connecting those in rural communities to airports, particularly regions where there aren’t already bus routes that conveniently access the airport. Can’t say I’m particularly bullish on this one but the startup is very early and transportation is a massive market ripe for disruption.

“Our vision is completely integrated multi-modal travel,” Sunde added.

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IPO Update

WeWork has delayed its IPO following questions surrounding its corporate governance and the ultimate value of the company. The co-working business says it expects to go public by the end of the year. Airbnb, for its part, filed a press release this week confirming its plans to go public in 2020. We don’t know much about the company’s plans, but we wouldn’t be too surprised to see the home-sharing decacorn pursue a direct listing.

Postmates, the popular food delivery service, raised another $225 million at a valuation of $2.4 billion in a round led by the private equity firm GPI Capital this week. The financing brings Postmates’ total funding to nearly $1 billion. The company filed privately with the SEC for an IPO earlier this year. Sources familiar with the company’s exit plans say the business intends to publicly unveil its IPO prospectus this month.

To discuss the company’s journey to the public markets and the challenges ahead in the increasingly crowded food delivery space, Postmates co-founder and chief executive officer Bastian Lehmann will join us onstage at TechCrunch Disrupt on Friday October 4th. Don’t miss it.

VC Deals

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Learn from top VCs at TechCrunch Disrupt

A whole lot of VCs will be joining us at TechCrunch Disrupt.

We’ll have a16z general partners Chris Dixon, Angela Strange and Andrew Chen for insight into the firm’s latest activity. Seed investor Charles Hudson of Precursor Ventures and Redpoint Ventures general partner Annie Kadavy will show up to give founders tips on how to raise VC. Y Combinator’s Michael Seibel and Ali Rowghani will join us with advice on how to get accepted to their respected accelerator.

Plus, GV’s David Krane, Sequoia general partner Jess Lee, Floodgate’s Ann Miura-Ko, Aspect Ventures’ Theresia Gouw, Bessemer Venture Partners’  Tess Hatch, Forerunner Ventures’ Eurie Kim, Mithril Capital’s Ajay Royan and SOSV’s Arvind Gupta will be on deck to comment on the respective fields.

Disrupt SF runs October 2-4 at the Moscone Center in the heart of San Francisco. Passes are available here.

#EquityPod

This week, the lovely Alex Wilhelm and I welcomed Kleiner Perkins’ Mamoon Hamid, known for his investments in Slack, Figma, Cameo and more, to riff on upcoming IPOs and debate the scalability of D2C brands. Listen to the episode here or watch us on YouTube.

Equity drops every Friday at 6:00 am PT, so subscribe to us on Apple PodcastsOvercastSpotify, and all the casts.

How Automattic wants to build the operating system of the web

Automattic, the company behind WordPress.com, WooCommerce, Longreads, Simplenote and soon Tumblr, is now worth $3 billion. But its founder and CEO Matt Mullenweg has a bigger goal. He wants to make the web better, more open and diverse.

With the rise of social networks and closed platforms, Automattic’s mission statement has never sounded so important. Automattic doesn’t want to be the hot new startup. It wants to build a strong foundation to empower content creators for decades to come.

In an interview this week, Matt Mullenweg discussed why he raised $300 million from Salesforce Ventures, what he thinks of the current state of the web and how Automattic has a shot at building the open-source operating system of the web. The interview was edited for clarity and brevity.

(Photo Credit: Christopher Michel / Flickr under a CC BY 2.0 license)


Romain Dillet: Tell me more about how much money you’ve raised, who you’ve raised from.

Daily Crunch: Automattic raises $300M

The Daily Crunch is TechCrunch’s roundup of our biggest and most important stories. If you’d like to get this delivered to your inbox every day at around 9am Pacific, you can subscribe here.

1. Automattic raises $300 million at $3 billion valuation from Salesforce Ventures

Automattic, the company behind WordPress.com, WooCommerce and soon Tumblr, has raised new funding at a $3 billion post-money valuation. And the entire $300 million round comes from one investor — Salesforce Ventures.

“What we want to do is to become the operating system for the open web,” said founder and CEO Matt Mullenweg. “We want every website, whether it’s e-commerce or anything to be powered by WordPress.”

2. Roku unveils a new streaming player lineup, plus Roku OS 9.2 launch

The company is announcing updated versions of both its entry-level and high-end players. It’s also introducing a new version of the Roku Express exclusively for Walmart, and a Streaming Stick that will be exclusively sold at Best Buy.

3. Airbnb says it will go public next year

The company is part of a big unicorn herd that emerged roughly a decade ago (a herd that includes Uber, Lyft, The We Company and Postmates), and is one of the latest to declare its public market plans.

Nintendo Switch Lite

4. Nintendo Switch Lite review

Brian Heater says that if he was choosing between the Switch and the Switch Lite, he’d go for the Lite — but he’d grit his teeth a bit at the idea of sacrificing a couple hours of battery life in the process.

5. Netflix co-founder Marc Randolph on the company’s earliest days, the streaming wars and moving on

Randolph also shared why it took him 16 years to tell his story about what has become one of the most impactful companies in the history of television. (Extra Crunch membership required.)

6. Google completes controversial takeover of DeepMind Health

The personnel move had been delayed as trusts associated with the National Health Service considered whether to shift their existing DeepMind contracts to Google. (Ultimately, they did shift to Google.)

7. Stephen Curry Brings SC30 Inc. to Disrupt SF

When Golden State Warriors point guard and two-time MVP Stephen Curry isn’t playing basketball, he’s working with his business partner and former college basketball teammate Bryant Barr. Together, Barr and Curry run SC30 Inc., which manages Curry’s investment, media, philanthropy and brand partnership interests.

Y Combinator Demo Day, revenue-based VC funding, Pivotal, Dell, Tumblr, WeWork, and more

Editor’s note

Due to bad travel logistics (thanks SFO), I wasn’t able to get the mid-week edition of the Extra Crunch roundup newsletter out. Sorry about that. Instead, here is everything we published this week on Extra Crunch in one fell swoop — and my, we covered a lot of ground. Hope you enjoy some great weekend reading.

Y Combinator Demo Day Coverage-a-palooza

Much like the equinoxes that synchronize Earth’s calendar, Y Combinator’s biannual demo days are a key fixture of the Silicon Valley calendar. This year was no different, with 166 companies presenting from the summer batch (and occasionally from previous batches if they chose to delay their presentation).

We had a full squad on site not only covering the 84 companies from day one and 82 companies from day two, but our team also put their collective heads together to identify the top companies from each set exclusively for Extra Crunch members.

The 11 best startups from Y Combinator’s S19 Demo Day 1

Read our favorite 11 startups from day one, which included:

PopSQL provides collaborative SQL query editing. You can store SQL queries you run regularly, grouping them into folders that can be kept private or shared amongst your team. Version history tracks changes so it can be reverted if/when something breaks. It currently has more than 100 paying companies, and is making $13K per month. It plans to build a marketplace for apps that run on top of your company’s database.

Why it’s one of our favorites: SQL database queries can be a nightmare, especially if they’re not something you’re used to dealing with every day. PopSQL lets you hammer on queries collaboratively until they’re working exactly as you want — then you can save them for future use and share them amongst your team members. And when you’ve spent the last 45 minutes trying to figure out why your query isn’t working only for a team mate to fix it in thirty seconds, you can use version control to see exactly what they changed. PopSQL says its product has already found customers in companies like Instacart, Redfin, and DoorDash.

Our 12 favorite startups from Y Combinator’s S19 Demo Day 2

Read our favorite 12 startups from day two, which included:

Business Score is helping companies automate background checks on other businesses. The startup is looking to stamp out tired manual processes that largely mean picking up the phone and scouring documents. The single API taps data sources across the web to build out real-time profiles that can help customers scan businesses in an effort to prevent fraud, qualify leads and onboard new clients.

Why it’s one of our favorites: Though it’s yet another startup in the batch catering to other startups, we thought Business Score stood out. The company integrates with thousands of data providers to help companies verify other startups and enterprises they are considering doing business with, using a system they’ve dubbed “the business passport.” There’s an opportunity here to create a tool essential to company-building across industry.

YC is doubling down on these investment theses in its most recent batch

Finally, amidst all the zany craziness of watching 166 companies present over two days (there should be a YC company for unmelting your brain), our venture capital reporter Kate Clark stepped back to assess what all the various companies in the batch indicated about the accelerator’s strategy these days.

YC knows its sweet spot: enterprise SaaS. One might go as far as to say it’s transitioning into a full-on SaaS incubator. Why? Because one of the greatest advantages of going through YC is the network of alumni companies you can tap into. Many successful B2B companies have emerged from the program, raised boat loads of venture capital funding and rocketed to the moon (hello Stripe, Brex, Gusto and Atrium). With that in mind, YC is doubling down on its resources for startups that sell products to other startups, which brings us to our first piece of news.

YC chief executive officer Michael Seibel and president Geoff Ralston announced this week that the accelerator has implemented something called CTO and HR demo days. In short, CTO and HR demo days are an opportunity for B2B startups to pitch their products to YC alum companies’ CTO and/or head of HR. Seibel and Ralston said 60 CTOs attended the event, as well as 30 HR heads. In total, 42 startups presented and we’re guessing a bunch of those companies booked a few customers.

Tumblr’s next step forward with Automattic CEO Matt Mullenweg

After months of rumors, Verizon finally sold off Tumblr for a reported $3 million — a fraction of what Yahoo paid for the once might blogging service back in 2013.

The media conglomerate (which also owns TechCrunch) was clearly never quite sure what to do with the property after gobbling it up as part of its 2016 Yahoo acquisition. All parties has since come to the conclusion that Tumblr simply wasn’t a good fit under either the Verizon or Yahoo umbrella, amounting to a $1.1 billion mistake.

For Tumblr, however, the story may still have a happy ending. By all accounts, its new home at Automattic is far better fit. The service joins a portfolio that includes popular blogging service WordPress.com, spam filtering service Akismet and long-form storytelling platform, Longreads.

In an interview, this week, Automattic founder and CEO Matt Mullenweg discussed Tumblr’s history and the impact of the poorly received adult content restrictions. He also shed some light on where Tumblr goes from here, including a potential increased focused on multimedia such as podcasting.

Brian Heater: I’m curious how [your meetings with Tumblr staff] went. What’s the feeling on the team right now? What are the concerns? How are people feeling about the transition?

What will Tumblr become under the ownership of tech’s only Goldilocks founder?

This week, Automattic revealed it has signed all the paperwork to acquire Tumblr from Verizon, including its full staff of 200. Tumblr has undergone quite a journey since its headline-grabbing acquisition by Marissa Mayer’s Yahoo in 2013 for $1.1 billion, but after six years of neglect, its latest move is its first real start since it stopped being an independent company. Now, it’s in the hands of Matt Mullenweg, the only founder of a major tech company who has repeatedly demonstrated a talent for measured responses, moderation and a willingness to forego reckless explosive growth in favor of getting things ‘just right.’

There’s never been a better acquisition for all parties involved, or at least one in which every party should walk away feeling they got exactly what they needed out of the deal. Yes, that’s in spite of the reported $3 million-ish asking price.

Verizon Media acquired Tumblr through a deal made to buy Yahoo, under a previous media unit strategy and leadership team. Verizon Media has no stake in the company, and so headlines talking about the bath it apparently took relative to the original $1.1 billion acquisition price are either willfully ignorant or just plain dumb.

Six years after another company made that bad deal for a company it clearly didn’t have the right business focus to correctly operate, Verizon made a good one to recoup some money.

Aligned leadership and complementary offerings drive a win-win