A new social media startup founded by tech veterans Biz Stone, co-founder of Twitter, and Evan Sharp, co-founder of Pinterest, has secured $29 million in seed funding led by Spark Capital. The company, known as West Co., is currently testing its first application, Tangle, with a limited group of users. This funding round signals a renewed interest in alternative social platforms, particularly those addressing concerns about the impact of existing networks on mental wellbeing.
West Co. launched an invite-only version of Tangle in November, but details about the company’s broader vision have been scarce. Recent reporting by the Financial Times, combined with regulatory filings and job postings, has begun to illuminate the startup’s strategy and the motivations of its founders. The company is based in the United States, though specific location details remain limited.
The Rise of Intentional Social Networking
The core concept behind West Co. and Tangle appears to be a departure from the engagement-driven models of established social media giants. CEO Evan Sharp described the company’s genesis as a response to the “terrible devastation of the human mind and heart” he believes has been exacerbated by current platforms. This suggests a focus on fostering more positive and mindful online interactions.
Tangle currently prompts users with a daily question: “What’s your intention for today?” Users then share these intentions with a select group of friends. The aim, according to available information, is to encourage proactive planning, mindful reflection on daily activities, and a greater sense of connection to personal goals. This approach contrasts sharply with the often-reactive and comparison-focused nature of platforms like Instagram and TikTok.
Addressing Social Media Concerns
The launch of West Co. comes amid growing scrutiny of the effects of social media on mental health. Studies have linked heavy social media use to increased rates of anxiety, depression, and body image issues. Concerns about algorithmic amplification of harmful content and the addictive nature of platform design are also widespread.
This environment has created an opportunity for new entrants seeking to build more responsible and user-centric social experiences. Several platforms, such as BeReal and Poparazzi, have gained traction by emphasizing authenticity and reducing the pressure to present a curated online persona. West Co. appears to be positioning itself within this broader trend, though with a more explicitly wellbeing-focused approach.
However, building a successful social network is notoriously difficult. Despite good intentions, many alternative platforms struggle to achieve critical mass and compete with the network effects of established players. The challenge lies in attracting and retaining users without replicating the problematic features of existing platforms.
Funding and Future Development
The $29 million seed round, led by Spark Capital, provides West Co. with the resources to further develop Tangle and expand its user base. Spark Capital has a history of investing in successful consumer technology companies, including Twitter, Slack, and Cruise. Their involvement lends credibility to West Co.’s vision.
Biz Stone indicated that the current iteration of Tangle is likely to undergo significant changes before a wider public launch. This suggests that the company is still experimenting with different features and functionalities, and is actively seeking user feedback. The development roadmap remains unclear, but it’s reasonable to expect further iterations focused on enhancing the intention-setting and reflection aspects of the app.
Regulatory filings reveal that West Co. is building a team with expertise in engineering, design, and product management. Job listings suggest the company is also exploring features related to shared activities and collaborative planning. This could indicate a broader ambition to facilitate real-world connections and support users in pursuing their goals together.
The company’s focus on social networking, and specifically on a more intentional approach, is a notable shift. While the initial concept centers around daily intentions, the long-term strategy could involve expanding into other areas of personal development and wellbeing. The founders’ previous successes with Twitter and Pinterest demonstrate their ability to create engaging and widely adopted platforms, but the current landscape presents unique challenges.
The concept of intentional living is gaining popularity, and Tangle appears to be tapping into this trend. By prompting users to articulate their daily goals, the app aims to promote a more proactive and mindful approach to life. This focus on purpose and meaning could resonate with users who are disillusioned with the superficiality of traditional social media. The potential for digital wellbeing is a key differentiator.
Furthermore, the emphasis on sharing intentions with a small group of friends suggests a deliberate effort to foster more intimate and supportive online communities. This contrasts with the often-broad and impersonal nature of large-scale social networks. The success of this approach will depend on the company’s ability to cultivate a sense of trust and authenticity within these smaller groups.
Looking ahead, West Co. will likely focus on refining Tangle based on user feedback and gradually expanding its reach. A public launch is expected at some point, but the timing remains uncertain. Key metrics to watch include user growth, engagement rates, and the extent to which the app demonstrably contributes to users’ sense of wellbeing. The company’s ability to navigate the competitive social media landscape and establish a sustainable business model will ultimately determine its success.
The next steps for West Co. involve continued development and testing of Tangle, as well as building out its team and infrastructure. The company has not announced a specific timeline for a public launch, but it is likely to be several months away. Investors and industry observers will be closely monitoring the company’s progress and its ability to deliver on its promise of a more intentional and wellbeing-focused social experience.
