Why Everyone’s Excited About Link-in-Bio Startups

Since we started this newsletter, startups offering what’s known as “link-in-bio” services have made regular appearances, from raising venture funding to launching new ways for creators to make money. Today we explain what they are—and why investors and founders seem so hot about this technology. 

The concept for these services rose from a constraint of most social media apps: users can only add one link to their bios. For creators, this can be especially cumbersome as they try to direct fans to other social accounts, personal websites and online merchandise stores. So startups stepped in to offer a single link that leads to a customizable landing page where people can share multiple links. 

Linktree, an Australian startup that pioneered this space in 2016 and recently raised $45 million, continues to be the largest player with nearly 15 million users and more than 30,000 people signing up every day. Other startups have followed suit, including Linkin.bio, Smart.bio, Taplink and Beacons, which raised a $6 million seed round led by Andreessen Horowitz last month. (See our related chart).