Years ago, Will Allred and William Ballance were developing a tech platform, Sorter, to apply personality and communication psychology to marketing campaigns. Just as Sorter was heading to market, the pandemic hit — and marketing budgets froze. With a week of funding left, Allred and Ballance pivoted, repackaging their tech to work in Gmail in what they thought would be a brief detour to Sorter’s launch.
But users liked the repackaged product — and so did investors. So Sorter became Lavender, an AI-powered sale email coaching platform.
Lavender integrates with email providers to serve up context on a sales prospect and suggest ways to optimize the message to get a reply. Showing that there’s money in the idea, the company today announced that it raised $13.2 million across a Series A round led Norwest Venture Partners with participation from Signia Venture Partners and a seed round led by Signia with contributions from CapitalX, Position Ventures and various angel i...
