TreatFeed

TreatFeed is a technology company.

Active

Updated: Mar 22, 2026 ·

About

TreatFeed develops a social commerce platform that leverages word-of-mouth marketing, converting consumer sharing into redeemable rewards. Its system incentivizes individuals to spread information about products and services within their personal networks, effectively transforming organic recommendations into a measurable and compensated marketing channel. The company focuses on creating a community where friendly sharing directly translates to points and cash for active participants, enhancing brand visibility and engagement.

The company was founded in 2009 by Brett Markinson and Konstantin Glasmacher. Having previously established HauteLook, the co-founders recognized the inherent value of peer-to-peer recommendations in consumer purchasing decisions. Their core insight was to formalize and reward this natural social influence, building a platform that financially recognized consumers for their authentic endorsements, a concept incubated initially out of their venture firm, Lagovent Group.

TreatFeed’s platform serves businesses aiming to amplify their reach through genuine consumer advocacy, alongside individual consumers looking to earn rewards by sharing positive experiences. The company’s vision centered on establishing a new marketing paradigm where consumers become active, compensated participants in brand promotion, fostering a more authentic and impactful advertising ecosystem through trusted social networks. It aimed to redefine the economics of word-of-mouth engagement.

Recent News & Mentions

Apr 1, 2011FundingTreatFeed - Series A

Financial History

TreatFeed has raised $5.0M across 1 funding round. Most recently, it raised $5.0M Series A in April 2011.

Total Raised

$5.0M

Valuation

N/A

Funding Rounds Raised

Date	Round	Lead Investors	Other Investors
Apr 1, 2011	$5.0M Series A		Catapult Capital, Norwest Venture Partners

Financial History

TreatFeed has raised $5.0M across 1 funding round.

Total Raised

$5.0M

Valuation

N/A

Deep Dive

TreatFeed appears to be a small, privately held technology/social‑commerce company based in Los Angeles; public records and business listings describe it as a social‑commerce or community‑oriented technology business backed by venture capital and connected to the team behind Lagovent/HauteLook[2][1].

High-Level Overview

TreatFeed is a technology and community company positioned in the social‑commerce / community commerce space, described in market profiles as a Los Angeles–based, venture‑backed social‑commerce business[2][1].- Mission (inferred from positioning): to combine social engagement and commerce to surface timely deals, curated products, or community content for shoppers—leveraging social networks and editorial curation to drive transactions (this interpretation is consistent with descriptions of TreatFeed as a social‑commerce site and the founders’ prior experience with flash sales/curation at HauteLook)[2].- Investment philosophy (if interpreted as an investment firm): not applicable — TreatFeed is a portfolio company / operating startup rather than an investor according to available records[2][1].- Key sectors: social commerce, e‑commerce, community & lifestyle technology, digital media/marketing[2][1][3].- Impact on the startup ecosystem: as a small, venture‑backed social‑commerce startup connected to entrepreneurs from Lagovent/HauteLook, TreatFeed contributes to the continued iteration on socially driven shopping experiences and demonstrates how serial founders reuse domain expertise (curation, flash sales, community) to launch new commerce experiments[2][1].

For a portfolio company profile

Product it builds: public records do not list a detailed product spec; available descriptions label TreatFeed as a social‑commerce/community platform—likely a site or app that surfaces curated deals, trends, or community posts tied to commerce[2][1].- Who it serves: online shoppers, deal‑seekers, and communities interested in curated lifestyle products; potentially brand partners seeking social distribution channels[2][2].- What problem it solves: reduces discovery friction by surfacing curated, timely deals and socially validated product picks—helping users find relevant products and helping merchants reach engaged consumers via social curation (inferred from its social‑commerce positioning)[2].- Growth momentum: public profiles list TreatFeed as small (some listings show zero employees) and privately held; there’s no recent public reporting of user metrics or funding amounts in the sources found, so growth signals are limited in public records[1][2].

Origin Story

Founding year: available public listings do not specify a founding year in the sources reviewed[1][2].- Founders and background: TreatFeed is noted as the “second social‑commerce business from Lagovent, founders of HauteLook,” which ties its origin to the same entrepreneurial team behind HauteLook/flash‑sale commerce[2].- How the idea emerged: implied continuity from Lagovent’s prior work—using social curation and flash‑sale models to create new commerce experiences—motivating a follow‑on social‑commerce venture (interpretation drawn from the connection to Lagovent/HauteLook)[2].- Early traction or pivotal moments: no publicly documented product launches, user milestones, or funding rounds were located in the searched sources; TreatFeed is described as privately held and venture‑backed but without disclosed metrics in the available profiles[2][1].

Core Differentiators

Product differentiators (inferred): emphasis on social curation and community‑driven product discovery rather than pure marketplace listings, leveraging editorial or influencer signals to surface products[2].- Developer/UX experience: not documented publicly in the sources; technology‑stack listings indicate use of standard digital marketing and creative tools, suggesting an emphasis on content and marketing workflows rather than novel platform APIs[3].- Speed, pricing, ease of use: no public information available to judge pricing or operational speed[1][3].- Community ecosystem: positioned as a community/social commerce play—its core differentiator would be blending social interaction with commerce to create discovery loops (this is consistent with how social‑commerce companies are typically differentiated and with the company’s classification)[2].

Role in the Broader Tech Landscape

Trend ridden: social commerce and curated commerce—merging social signals, influencer/editorial curation, and transactional flows—an area that grew after the success of flash‑sale and social shopping experiments in the 2010s and continued evolving into native social buying experiences[2].- Why timing matters: consumers increasingly discover products through social channels and prefer curated experiences that reduce choice overload; platforms that integrate social discovery with seamless purchase flows can capture higher conversion if they win attention[2].- Market forces in their favor: growth of mobile social use, influencer marketing, and platforms’ commerce features that lower friction for purchases discovered in social contexts. The founders’ prior experience (HauteLook/Lagovent) suggests domain expertise that can help navigate merchant relationships and curation tactics[2].- Influence on ecosystem: as a small, founder‑led experiment, TreatFeed exemplifies iterative commerce plays by serial entrepreneurs and can serve as a testbed for social selling patterns that larger platforms notice or replicate[2].

Quick Take & Future Outlook

What’s next: with no recent public updates, plausible next moves for TreatFeed would include product refinement focused on deepening community engagement, partnerships with brands/influencers, or acquisition by a larger commerce or media platform—typical paths for small social‑commerce startups[2].- Trends that will shape their journey: continued expansion of in‑app commerce (social platforms enabling buying), influencer monetization models, AI‑driven personalization for product discovery, and platform consolidation in social commerce. These trends favor ventures that can deliver high‑quality curation and seamless checkout.[2]- How their influence might evolve: if TreatFeed scales product adoption or demonstrates a compelling social‑commerce model, it could attract brand partnerships or strategic interest from larger retailers and social platforms; otherwise it may remain a niche experiment or be absorbed into a larger e‑commerce player.

Notes on sources and limitations

Public information on TreatFeed is limited to business listings and brief market summaries; I relied on those records for company classification and links to Lagovent/HauteLook[2][1].- No detailed product documentation, leadership bios, funding amounts, or growth metrics were found in the reviewed results, so parts of this profile include cautious inferences flagged above as such[1][2][3].

If you want, I can:

Attempt a deeper search (news archives, domain‑registry, LinkedIn) for founder names, funding rounds, or a product URL; or
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Sources

Frequently Asked Questions

How much funding has TreatFeed raised?

TreatFeed has raised $5.0M in total across 1 funding round.

Who are TreatFeed's investors?

TreatFeed's investors include Catapult Capital, Norwest Venture Partners.