Literati has secured $40 million in Series B funding to capitalize on a distinctive business concept – book clubs.

Jessica Ewing, the company’s founder and CEO, who previously held a product management position at Google, explained that the Austin-based organization initially focused on book clubs for children. Subsequently, last year saw the launch of their Luminary brand, catering to adult book clubs. These Luminary clubs live up to their name, featuring selections curated by prominent individuals including activist and Nobel Prize winner Malala Yousafzai, NBA player Stephen Curry, entrepreneur and philanthropist Sir Richard Branson, journalist Susan Orlean, and the Joseph Campbell Foundation.

Subscribers to a Literati book club receive a physical copy of the monthly selection accompanied by a personal message from the curator. They also gain access to the Literati application, which facilitates discussions with fellow readers and provides a platform for curators to host conversations with authors. For instance, Curry leads a book club centered on nonfiction works highlighting individuals who “surpass expectations” (he has also invested in Literati), while Yousafzai selects books authored by women “presenting innovative concepts from across the globe.”

Ewing conveyed her ambition to establish the first “innovative and modern bookseller” since Amazon’s emergence 25 years ago. Her strategy centers on the power of curation.

“The sheer volume of options, coupled with endless lists, can be incredibly overwhelming for many,” she stated. She believes that leveraging the influence of celebrities and well-known figures enhances the curation process: “Books represent aspiration. People don’t aspire to spend more time playing video games; they aspire to read more… Individuals appreciate book recommendations from those they perceive as more knowledgeable.”

“I anticipate the possibility of in-person gatherings once the COVID-19 situation improves,” she added. “However, I also foresee opportunities in between. We are currently implementing threaded discussions [within the app], which allows for convenient, asynchronous conversations about the books.”

Regarding children’s literature, Literati is also developing personalization features aimed at recommending the most suitable books for each child.

“My primary goal is to cultivate a love of reading in this generation by connecting them with books that resonate with their individual interests,” Ewing explained.

According to Crunchbase, Literati had previously raised $12 million in funding from Shasta Ventures and other investors. This new funding round was spearheaded by Aydin Senkut of Felicis Ventures, with contributions from Dick Costolo and Adam Bain of 01 Advisors, Founders Fund, General Catalyst, Shasta, Silverton Partners, Springdale Ventures, and, as previously mentioned, Stephen Curry.

“I was motivated to launch my own book club through Literati because their commitment to improving the world through reading aligns perfectly with my values as an entrepreneur and a father,” Curry stated. “I was a supporter before becoming an investor, and I am incredibly proud to be associated with a company dedicated to enhancing lives, one book at a time.”