Tuesday, September 6, 2011

Awareness adds $3M to coffers now, $10M last year

By Rodney Brown

Updated 09/07/2011 at 2:55 pm.

Social media platform play Awareness Inc. has raised $3 million of a targeted $3.29 million new funding round, according to SEC documents, which also show the company had taken in $9.9 million in Feb. 2010. 

The company, founded in 2005 as iUpload Inc., counts among its backers Greylock Partners and North Bridge Venture Partners, although none of the three investors in this new round were named in the filing with the U.S. Securities and Exchange Commission. With this new funding, Awareness has raised approximately $18 million in venture backing.

Hours after filing for the new round, Awareness filed a second form with the SEC, detailing that it took in $9.9 million of a planned $10.8 million round in February of 2010, separate from the $3 million financing.

Awareness changed its name from iUpload in July of 2007, at which time it named a new CEO in John Bruce. Since then the company has had two other CEOs, the latest being Brian Zanghi, who was named to the position in February, replacing previous CEO Mark Cattini.

Based in Burlington, Awareness offers an on-demand social media platform to enable enterprises to create online communities. Customers include Major League Baseball, Eastman Kodak Co. and Sony, according to the Awareness website.