TechCrunch reports $10.7m in Series A funding for Linktree, a company that exists partly due to Facebook’s infuriating disrespect for the open web.

Linktree allows users to set up a simple, mobile-friendly list of links to their various personal spaces on the web, be it social network, personal website, YouTube channel, merchandise shop, whatever. It’s a smart response to the likes of Instagram refusing to allow links to the outside web to be efficiently shared within its posts. It also serves as as a useful buffer for sending users to places not necessarily endorsed by the networks they’re communicating on. TikTok, for instance, is much more comfortable with TikTok > Linktree > OnlyFans than a direct link.

Eight million users, the company says — a modest start but one that will grow. Obvious but delicate monetisation awaits (they’ve already started a $6 per month “pro” plan). Linktree isn’t alone in the space. Carrd, a competitor, tilts more towards business-creative. Its CEO, “AJ”, summed up the model nicely in an interview with the Verge: “I just need a site with links to all my crap.”

I like this attitude. I think it points to a trend among newer internet users to using a spread of online tools and destinations, rather than flocking to one and giving it immense power.

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