Lerer Hippeau leads an investment of $6M in Pinterest

When we talk about the so-called “consumerization of the enterprise,” a workplace tool that seems awful close to Pinterest looks like it would be the trend’s final form. Air is creating a digital asset manager designed for communications teams that aren’t contented with more general cloud storage options and require something that can show off visual files with a bit more pizzazz.

The funding

TechCrunch reported that the startup has said that it has managed to close $6 million in funding led by Lerer Hippeau. Advancit Capital, RedSea Ventures, and WndrCo also participated.

Cloud storage options from Google designed for general purposes or Dropbox do not always handle digital assets well especially when it comes to viewing items, and more focused digital asset management competitors of Air often need zealous managers inside the organization, the company explains. Air has a pretty forthright interface that seems more like a desktop site from Facebook or Pinterest, with an aim at thumbnails and video previews that’s simple and sleek.

Air is trying to leverage on the trend toward bigger à la carte software spend for teams looking to phase in products with very specific toolsets. Generally, the team is charging $10 per user per month, with 100GB of storage integrated.

“Adobe is an amazing suite of products, but with the idea that companies are mandating the tools that their employees use versus letting their employees choose — it makes a lot of sense that teams are going to ultimately end up having more autonomy and creating better work when they’re using tools that they care about,” Lerer Hippeau managing partner Ben Lerer says.

Air’s offerings

Air enables customers to transfer files from Dropbox or Google Drive to its AWS-hosted storage platform, which displays files such as photos, PDFs, videos, fonts, and other visual assets as Pinterest-esque boards. The app provides a way to view and store files; however, Air’s platform play aims pretty heavily at offering co-workers the ability to comment and tag assets. Collaborating around files is an easy sell; a couple of users talking about which photo they like best for a particular marketing campaign doesn’t require too much imagination.

The team has been aiming majorly at intriguing users in roles such as brand marketing managers, social media managers, and content coordinators as a way of penetrating and scaling vertically inside marketing departments.

“What Airtable did to spreadsheets and what Notion did to docs, we’re doing for visual work,” CEO Shane Hegde said in an interview. “As we think about how we differentiate, it’s really that we’re a workspace collaboration tool, we’re not just cloud storage or digital asset management.

Hello, I’m Anna Yeo. If you like my news coverage, please drop a good word in my inbox. I’m journalist by profession and have been part of many major reporting across the globe. I like to write crisp and factual news. I have completed my masters degree in journalism. Feel free to contact me at [email protected]

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