The concept of streamlined, link-focused user profiles may not appear groundbreaking, but it has proven remarkably successful for Linktree.

The Melbourne-based company reports that 8 million individuals and organizations – ranging from prominent figures like Selena Gomez and Dua Lipa to well-known brands such as HBO and Red Bull – have established profiles on their platform, collectively attracting over 1 billion visits in September alone.

Furthermore, the platform is experiencing substantial growth, with more than 28,000 new users joining each day.

“We essentially pioneered this space,” explained CEO Alex Zaccaria. “We were the first to create this type of service.”

Zaccaria explained that Linktree originated from a challenge faced by his team at their digital marketing firm, Bolster. Instagram’s limitations – restricting users to a single link in their profile – frequently required the ubiquitous “link in bio” call to action when promoting content.

Many of Bolster’s clients operate within the music and entertainment industries, where a single link is insufficient to encompass a diverse range of offerings. An artist, for instance, may need to direct fans to their newest album, upcoming concert schedules, merchandise store, and other destinations. While a traditional website could fulfill this role, they can often be cumbersome or slow to load on mobile devices, potentially leading users to abandon their search.

Therefore, Linktree users incorporate a single, persistent link to their Linktree profile instead of constantly updating links on platforms like Instagram. This profile can then be modified as needed. Selena Gomez, for example, utilizes her Linktree profile to connect followers with her latest music and videos, her Rare Beauty brand, her official online store, and information regarding her charitable endeavors.

Zaccaria stated that following the product’s launch in 2016, the team quickly realized that “many others shared this same challenge,” prompting them to formally separate Linktree from Bolster two years later. The company had not sought external investment until recently, securing $10.7 million in Series A funding led by Insight Partners and AirTree Ventures. (Update: The investment round also included participation from strategic investors such as Harry Stebbings of Twenty Minute VC, Sam Yam, CTO of Patreon, and Doug English, CTO of Culture Amp.)

“We had the option to continue growing organically, but we wanted to accelerate our progress,” Zaccaria noted.

Indeed, Linktree has already expanded its team from 10 to 50 employees this year. Initially designed to address a need for Instagram users, Zaccaria now envisions the platform as a more comprehensive solution capable of “integrating your entire online presence” and “making digital accessibility universal.” He suggests that some customers are now using Linktree as a complete substitute for a conventional website.

Zaccaria also pointed out that Instagram now accounts for a relatively small portion of Linktree’s overall traffic, with almost 25% of visitors arriving directly at Linktree profiles.

The Black Lives Matter movement has also contributed to Linktree’s recent expansion, as activists and supporters have leveraged the platform to direct visitors to resources for donations, education, and engagement. Linktree even provided a Black Lives Matter banner that users could readily add to their profiles during the summer months.

Linktree offers a free version, with Pro features – such as video links, link previews, and social media icons – available for a monthly fee of $6.

Zaccaria explained that the new funding will enable the company to enhance its “features and analytical capabilities.” He is particularly focused on expanding the data science and analytics team, while emphasizing that Linktree does not collect personally identifiable information or monetize user data, but rather aims to provide more insightful data to its users.