Broadlume has raised $3.0M in total across 1 funding round.
Broadlume's investors include Betaworks Ventures, Bombas, Brainchild, Curious Capital, Founder Collective, LightShed Ventures, One Way Ventures, Pareto Holdings, PJC, Red Sea Ventures, Round One Capital, The General Partnership.
Broadlume is a vertical SaaS company providing an all-in-one digital platform for the flooring industry, including websites, digital marketing, product visualization, business management software, CRM, ERP, payment processing, and a Retail Selling System.[1][3][7] It serves over 4,000 flooring retailers and 300 manufacturers across North America, helping them generate leads, streamline operations, compete with big-box stores, and boost profits by bridging online-to-offline shopping experiences.[1][3][7] The platform addresses the flooring sector's tech lag, where many independent retailers lack digital presence amid shifting consumer habits toward online research and visualization.[3][8] Broadlume achieved rapid growth, reaching $220 million valuation, Inc. 5000 recognition in 2020, and acquisition by Cyncly to integrate with broader industry tools for dealers, distributors, and manufacturers.[1][4][8]
Founded in 2015 by ex-Googlers Todd Saunders and Dan Pratt, Broadlume (formerly AdHawk) started in Sarasota, Florida (with some sources noting Harrison, New York as a base).[1][6] The duo spotted a $90 billion untapped market in flooring, dominated by tech-averse local retailers overshadowed by big-box chains.[8] They pivoted aggressively: after acquiring FloorForce in 2018 for digital services, they dropped non-flooring clients in 2019, slashing revenue from $6 million to $3 million to focus solely on an all-in-one platform.[8] Early traction came via acquisitions in 2020-2021 (e.g., Creating Your Space for websites, Freetail for visualization, RollMaster and Banaboom for ERP/payments), scaling to 3,500+ retailers.[5][8] Backed by private equity firm PSG, Broadlume earned "Best of Technology" votes in flooring and fueled growth to serve 20 million consumers.[1][2]
Broadlume stands out as the world's largest provider of digital tech to flooring, offering a comprehensive, integrated platform unlike fragmented competitors focused on single tools like marketing or visualization.[3][5]
Broadlume rides the vertical SaaS wave in underserved industries, digitizing flooring—a $90 billion market slow to adopt tech amid e-commerce shifts and consumer demand for visualization/omnichannel buying.[3][8] Timing aligns with post-pandemic online shopping surges, where retailers need tools to engage "ready-to-buy" customers without big-box scale.[1] Market forces like rising digital expectations and supply chain collaboration favor it, as seen in Cyncly's acquisition to unify marketing, CRM, ERP, and visualization across stakeholders.[4][9] It influences the ecosystem by consolidating fragmented tools, enabling 45 of the top 50 U.S. dealers to grow revenue, and setting standards for manufacturer-retailer data sharing, potentially transforming global flooring sales.[4]
Post-Cyncly acquisition, Broadlume evolves into "Cyncly Flooring," integrating with global ERP/CRM to connect the full consumer journey and industry partners, accelerating innovation in AI-driven visualization and predictive analytics.[4][7][9] Trends like omnichannel retail, cloud modernization, and vertical SaaS consolidation (e.g., via PE backing) will propel growth, especially as flooring digitizes further amid economic recovery.[2][8] Its influence may expand to international markets, empowering more independents and redefining the category—proving ex-Googlers can dominate niches long ignored by big tech.[1][8] This positions Broadlume as a cornerstone for flooring's tech transformation, building on its all-in-one foundation to drive sustained profitability.
Broadlume has raised $3.0M across 1 funding round. Most recently, it raised $3.0M Seed in November 2015.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Nov 1, 2015 | $3.0M Seed | Betaworks Ventures, Bombas, Brainchild, Curious Capital, Founder Collective, LightShed Ventures, One Way Ventures, Pareto Holdings, PJC, Red Sea Ventures, Round One Capital, The General Partnership, Vinyl Capital, Voyager Capital, Wellington Management, Claire Diaz-Ortiz, Dennis Crowley, Diane Hessan, Joe Caruso, Paul Sawaya, Scott Belsky, Steve Schlafman |
