Dallas Automation Startup Eyes International Growth with $15M investment

Krista Software, a Dallas-based business automation platform, landed the $15 million in a funding round led by Denver’s Grotech Ventures. The company describes its software as a “conversation” among people, IT assets, and apps.

Over the course of the pandemic, there’s been a lot of talk about digital transformation. And with new funding, a local startup is looking to change “the way people consume technology.”

Krista Software, a Dallas-based business automation platform, announced landing a $15 million funding round led by Denver’s Grotech Ventures.

“Our customers build automated businesses and transform them using machine learning that they didn’t imagine was possible,” said Krista CEO John Michelsen in a statement. “Krista enables them to do this in minutes instead of waiting months and accelerates innovation.”

The raise was joined by early-stage firm Rally Ventures and Oregon software firm iGrafx. According to Crunchbase, the new money brings Krista’s total to more than $20.5 million, following a $4.6 million seed round in 2019 led by Rally and a $1 million pre-seed round in 2016—the same year the company was founded.

Krista Software co-founder and CEO John Michelsen. [Photo: Krista Software]

Software as a ‘conversation’

Krista describes its software as a “conversation” among people, IT assets, and apps. Using AI and natural language processing, Krista’s software creates streamlined, automated business processes and outcomes, allowing users to conversationally interact with their organization’s enterprise software.

With the new funding, Krista said it’s planning to bolster its tech, while growing its engineering team. The company also said it’s looking to enhance sales and continue international expansion with new partnerships and verticals. Recently, Krista expanded its reach in the Asia-Pacific region via a strategic partnership and distribution deal with Hong Kong telecom provider SmarTone. It also made headway in India with a partnership deal with multinational IT firm Tech Mahindra last September.

In addition to funding, Krista is getting a new team member as part of the recent investment. Grotech Ventures General Partner Don Rainey is joining the company as the newest member of Krista’s board of directors. Along with Krista, Rainey serves on the boards of nearly 10 other companies—per his LinkedIn—including Austin startup Zenoss.

“Businesses and their employees are overwhelmed with overly complex business processes using too many technologies,” Rainey said in a statement. “Companies are struggling with how to manage legacy apps, new digital transformation projects, and challenging labor markets. Krista changes all that.”

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