Bloglovin was initially started as an RSS feed reader, but it has since grown to include more features for browsing and sharing popular content as well as new ways for bloggers to interact with readers. The service was founded in 2007 in Sweden, but the company shifted its offices to NYC last year. It now serves more than 16 million monthly website visitors, a sizable increase from the 10 million a month reported in November 2013.
According to Bloglovin CEO Joy Marcus, "The investment will be used primarily to recruit engineering talent." She continued "Our focus remains on enhancing the user experience, particularly around discovery and curation, as well as growing our key women’s lifestyle verticals, including fashion, DIY, beauty, and food."
This round of funding was lead by European investor Northzone, with participation from Lerer Ventures, White Star Capital, Bassett Investment Group, and Betaworks, owners of Digg and Instapaper.