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We Heart It (WHI) is a technology company.
We Heart It operates an image-based social network and content aggregation platform, providing a digital space for visual discovery. The platform enables users to collect, share, and organize inspiring photos and animated GIFs, fostering a community around shared aesthetic interests. It functions as a visual feed where individuals can explore and curate content, facilitating the discovery of new imagery and creative expressions.
The company was founded by Fabio Giolito, a Brazilian native, who initially conceived the idea in 2007. Giolito began by creating a personal section on his own website, which he called “I Heart It,” to aggregate images he found inspiring. This early insight into the need for a dedicated space to collect and share visual content laid the foundational concept for the broader social platform that emerged.
We Heart It primarily caters to a global audience seeking visual inspiration and a curated digital aesthetic. Its users engage with the platform to express their identities, find artistic content, and connect with like-minded individuals through shared visual tastes. The company’s long-term vision centers on being a comprehensive home for inspiration, enabling users to organize and share visually appealing content.
We Heart It (WHI) has raised $8.0M across 1 funding round.
We Heart It (WHI) has raised $8.0M in total across 1 funding round.
We Heart It (WHI) is an image-based social network that enables users to discover, collect ("heart"), and share inspiring photos, videos, GIFs, and later features like articles and podcasts, primarily targeting teenage girls and young women aged 15-24.[1][2][3] It solves the problem of curating and organizing visual inspiration in a positive, comment-free environment, allowing users to build personalized "Canvases" and collections to express personality and interests, with strong mobile app engagement (80-90% of usage).[2][3] The platform grew to 30-35 million users by the mid-2010s, attracting brands for native advertising due to its young, trend-setting demographic, though recent activity appears limited based on available data.[4][5]
Founded in 2008 by Fabio Giolito, a Brazilian developer frustrated by the invite-only FFFFOUND! site, We Heart It started as a simple alternative for "hearting" and sharing photos.[2] Giolito's idea emerged organically around visual bookmarking for inspiration, gaining early traction without formal marketing.[2] As growth surged, he recruited co-founder Bruno Zanchet in 2011 to scale infrastructure; the company incorporated in San Francisco with 25 employees, securing seed funding from investors like Crossbar Capital, Plough Penny Advisors, White Oak Financial, Ridge Ventures, and MHS Capital, followed by an $8 million Series A from White Oak and IDG Ventures in 2013.[1][2]
We Heart It rode the early 2010s wave of visual social discovery platforms like Pinterest and Instagram, but carved a niche in positivity and youth inspiration amid rising demand for mobile-first, ad-friendly networks targeting Gen Z teens.[2][4] Its timing capitalized on smartphone proliferation and the shift to image-heavy feeds, with market forces like brand hunger for young influencers favoring its demographic edge—teens as early adopters with malleable loyalties.[4] The platform influenced ecosystems by pioneering native ads for non-ecommerce branding and creator programs like Heartists, prefiguring TikTok-style visual curation, though it remained underrated outside its core audience.[4]
We Heart It peaked as an underrated player in visual social media but shows signs of dormancy post-2015, with no recent funding or growth updates amid dominance by Instagram, TikTok, and Pinterest.[1][2] Next steps could involve revival through AI-driven personalization or Gen Alpha targeting, riding trends in short-form inspiration and creator economies. Its influence may evolve into niche inspiration tools or acquisition bait, tying back to its roots as a simple "hearting" haven in an increasingly algorithm-heavy landscape.[3][4]
We Heart It (WHI) has raised $8.0M across 1 funding round. Most recently, it raised $8.0M Series A in June 2013.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Jun 1, 2013 | $8M Series A | — | 1Flourish Capital, A Capital, Advisors Fund LLC, Caffeinated Capital, CRV, Zachary Bogue, IDG Ventures, Practical Venture Capital, Alexander Rosen, Ridge Ventures, Streamlined Ventures, Uncork Capital, Akash Garg, Anil Dharni, Anthony Soohoo, Dharmesh Shah, Eric Ries, James Hong, Jonathan Boutelle, Marc Benioff, Matt Cutts, Matt Mazzeo, Narendra Rocherolle, Othman Laraki, Philip Kaplan, Ronny Conway, Russell Fradin, Russ Fradin, Ryan Spoon, White OAK | Announced |
We Heart It (WHI) has raised $8.0M in total across 1 funding round.
We Heart It (WHI)'s investors include 1Flourish Capital, A Capital, Advisors Fund LLC, Caffeinated Capital, CRV, Zachary Bogue, IDG Ventures, Practical Venture Capital, Alexander Rosen, Ridge Ventures, Streamlined Ventures, Uncork Capital.