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A Melbourne-based platform offering parental advice and support for employees has secured $2 million in a funding round led by venture capital firm (VC) Alberts Impact Ventures.
Founded in 2017 by Jodi Geddes and Kate Pollard, Circle In offers users access to educational programs, coaching guides, webinars and an online community that allows them to discuss navigating their careers while juggling parenthood.
Over the past five years, the company expanded into global markets and partnered with nearly 100 brands, including Medibank, Coca-Cola Europacific Partners, Estée Lauder, EY, and Ashurst.
The latest capital injection will support the company’s expansion plans and help further develop its platform for working families and caregivers.
“Parenthood in today’s world is relentless, but combine that with a career and it’s causing more women than ever to leave the workforce,” Pollard said.
“With more dual-working couples than ever, families need support and want to work for family-friendly organisations."
“Organisations are realising that the culture they set has direct benefits on attracting, engaging and retaining top talent. Circle In helps in these three key HR focuses," added Geddes.
According to Circle In, 80 per cent of users say the platform makes them feel more positive towards their organisation, while 72 per cent of users would be more inclined to recommend their company as a result of the support shown towards working parents.
“It has been great to see 95 per cent of our customers renew their contracts with Circle In, demonstrating the impact and value our offering has to users,” Geddes said.
Current investors include Aconex co-founders Leigh Jasper and Rob Phillpot, Trawalla Group director and philanthropist Carol Schwartz, and venture investors Andrew Sypkes and Ben Thompson.
The most recent tranche comes almost four years after the company raised $1.5 million in a seed funding round led by early-stage VC firm Our Innovation Fund.
“We love Circle In’s focus on creating workplaces who care – they’ve clearly demonstrated the economic value to businesses for valuing their caregiver workforce – higher staff retention, more engaged workforces, and increased psychological safety,” Alberts Impact Ventures investment manager Lisa Fedorenko said.
“We’ve been thoroughly impressed with Kate and Jodi’s drive and integrity, and are excited to support the better working world they’re creating.”
Circle In currently has more than 20 employees, and attracted ex-Google industry manager Liz Fox – who was recently promoted to general manager – to the team 18 months ago.
Two key hires this month include former Head of Product at REA Aimee Gleeson and former Coachhub VP Sales for ANZ Rob Cassidy.
“With influential backers like Alberts Impact Ventures, and now LaunchVic’s, Alice Anderson Fund, Circle In is rapidly scaling its offering to time-poor Australian households and employers,” LaunchVic CEO Dr Kate Cornick said.
“We are proud to back Jodi and Kate in their next steps as entrepreneurs and look forward to supporting them along their journey.”
Geddes said she was thrilled to secure investment from Alberts Impact Ventures, along with the support of Scale, LaunchVic, and the Alice Anderson Fund.
“This investment is not only a significant milestone for Circle In but also for women-led companies in Australia and around the world,” she said.
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