Today, 3.2bn people admit to skimming blog posts. It’s not surprising — with so much content being produced, people are looking for solutions to cut through the noise and find what interests them.

In response, Activate has taken a disruptive approach to online blog consumption by launching Bloglovin. The company aggregates and surfaces high-quality blog content from across the internet, enabling its users to connect with their favourite influencers and discover the best content through personalized recommendations based on their taste, interests and social connections.

For influencers, it opens up opportunities to reach a wide audience; for brands, the world-leading Activate influencer marketing platform provides access to 800k+ registered influencers as well as the ability to create scalable custom content campaigns that can be managed and measured every step of the way. And it’s all laid out in a simple, beautiful interface usable across all platforms.

Originally founded in 2007 out of a garage in Taby, Sweden, just outside Stockholm, the company now has offices in NYC and Stockholm, counts over 8m unique visitors, and partners with many of the world’s most respected brands on native advertising and influencer marketing campaigns, including Burberry, Campbell’s, Dolce & Gabbana fragrances, Gucci and H&M.

“At ACTIVATE, we partner with brands and influencers to tell engaging and compelling stories across social media, at scale. White Star has provided us with invaluable support throughout different stages of our history to help build a team of influencer strategists, technologists, data scientists, and operations professionals to build for the future of the influencer ecosystem. In the last 12 months, we worked with over 75,000 influencers and creators to publish more than 6,500 pieces of collaborated content per month.”

- Kamiu Lee, CEO
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Led By

Eric Martineau-Fortin

Investment Date

March 2014



Business Model

B2B Marketplaces


New York, USA


Exits/Past Investments

Initial Investment

Seed Co-investor
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