raises $13 million, converts websites into business data

Tools – a company with a Web data platform that enables the extraction of data from websites – raised $13 million in Series A funding to further expand both its data extraction capabilities and its ecosystem of analytics and visualization partners.

"The Web contains a wealth of business data and intelligence that can be used to inform decision-making, but most of it is locked in an unusable format: websites are designed for human consumption like reading text and viewing multimedia not for computer-driven data analytics," said David White, founder and CEO at in a statement to the press.

"Our vision has always been to create technology that makes it easy for businesses to translate the Web into data that they can actually use."

Last year users created more than one million Web APIs and extracted data from over 5.5 billion Web pages, the company reported. The company makes this possible not through traditional Web scrapers but from proprietary tech it calls Data Feeds. In short, it is a data as a service company and its products do not require users to code. says it plans to spend part of the new funding on expanding its ecosystem of analytics and visualization partners, and it appears to be off to a good start. Of current interest to big named, big data players like Tableau, InterWorks, Silk and Blockspring, is the company's API, Magic, which is used to examine and extract content from websites.

As the company expands its user base, ecosystem, and technical capabilities, its products will likely pick up momentum since website unstructured data represents a huge portion of largely untapped data available on the Internet.

For more:
- see the press release

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