{
  "company": {
    "name": "Carta",
    "website": "https://carta.com/",
    "record": "https://startuphistory.org/c/carta.com"
  },
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    "headline": "Introducing ownership management.",
    "description": "Carta, formerly eShares, is an SEC-registered transfer agent trusted by thousands of public and private companies, investors, and stakeholders to issue, value, and transfer securities. Get a free demo",
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          "headline": "Introducing ownership management.",
          "subhead": "Carta, formerly eShares, is an SEC-registered transfer agent trusted by thousands of public and private companies, investors, and stakeholders to issue, value, and transfer securities. Get a free demo",
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          "headline": "Equity. Simplified.",
          "subhead": "Carta (formerly eShares) is an ownership and equity management platform trusted by thousands of founders, investors, and employees.",
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          "evidence": "https://web.archive.org/web/20200101150515/https://carta.com/",
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        {
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          "subhead": "Carta (formerly eShares) is an ownership and equity management platform trusted by thousands of founders, investors, and employees.",
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          "evidence": "https://web.archive.org/web/20210106065718/https://carta.com/",
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        {
          "headline": "Equity. Simplified.",
          "subhead": "Carta (formerly eShares) is an ownership and equity management platform trusted by thousands of founders, investors, and employees.",
          "observed_at": "2022-07-01T00:18:43.000Z",
          "evidence": "https://web.archive.org/web/20220701001843/https://carta.com/",
          "evidence_kind": "internet_archive"
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      ],
      "headline": "Equity. Simplified.",
      "subhead": "Carta (formerly eShares) is an ownership and equity management platform trusted by thousands of founders, investors, and employees.",
      "from": "2020-01-01T15:05:15.000Z",
      "to": "2022-07-01T00:18:43.000Z",
      "captures": 3,
      "evidence": "https://web.archive.org/web/20220701001843/https://carta.com/",
      "evidence_kind": "internet_archive",
      "seen": {
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        }
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    {
      "quote_observed_at": "2025-01-01T21:56:05.000Z",
      "variants": [
        {
          "headline": "One platform, unlimited potential",
          "subhead": "Carta is an ownership and equity management platform trusted by thousands of founders, investors, and employees. Learn more.",
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          "evidence": "https://web.archive.org/web/20240101222643/https://carta.com/",
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        {
          "headline": "One platform, unlimited potential",
          "subhead": "Carta’s platform of software and services helps people manage equity, build businesses, and invest in the companies of tomorrow. Learn more.",
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          "evidence": "https://web.archive.org/web/20250101215605/https://carta.com/",
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      "subhead": "Carta’s platform of software and services helps people manage equity, build businesses, and invest in the companies of tomorrow. Learn more.",
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      "to": "2025-01-01T21:56:05.000Z",
      "captures": 2,
      "evidence": "https://web.archive.org/web/20250101215605/https://carta.com/",
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    {
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      "variants": [
        {
          "headline": "Where private capital connects",
          "subhead": "Carta’s ERP for private capital combines software and services to deliver connected clarity and control across equity, fund, and portfolio management.",
          "observed_at": "2026-01-31T13:17:44.000Z",
          "evidence": "https://web.archive.org/web/20260131131744/https://carta.com/",
          "evidence_kind": "internet_archive"
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        {
          "headline": "Where private capital connects",
          "subhead": "Carta’s ERP for private capital combines software and services to deliver connected clarity and control across equity, fund, and portfolio management.",
          "observed_at": "2026-04-27T05:04:51.000Z",
          "evidence": "https://web.archive.org/web/20260427050451/https://carta.com/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Private capital, connected",
          "subhead": "Carta’s ERP for private capital combines software and services to deliver connected clarity and control across equity, fund, and portfolio management.",
          "observed_at": "2026-07-05T01:37:08.000Z",
          "evidence": "https://web.archive.org/web/20260705013708/https://carta.com/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Private capital, connected",
          "subhead": "Carta’s ERP for private capital combines software and services to deliver connected clarity and control across equity, fund, and portfolio management.",
          "observed_at": "2026-07-28T01:57:16.000Z",
          "evidence": "https://web.archive.org/web/20260728015716/https://carta.com/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Private capital, intelligently connected",
          "subhead": "Carta’s ERP for private capital combines software and services to deliver connected clarity and control across equity, fund, and portfolio management.",
          "observed_at": "2026-10-24T19:10:18.000Z",
          "evidence": "https://web.archive.org/web/20261024191018/https://carta.com/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Private capital, intelligently connected",
          "subhead": "Carta’s ERP for private capital combines software and services to deliver connected clarity and control across equity, fund, and portfolio management.",
          "observed_at": "2026-11-05T12:24:39.695Z",
          "evidence": "https://carta.com/",
          "evidence_kind": "live_capture"
        }
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      "headline": "Private capital, intelligently connected",
      "subhead": "Carta’s ERP for private capital combines software and services to deliver connected clarity and control across equity, fund, and portfolio management.",
      "from": "2026-01-31T13:17:44.000Z",
      "to": "2026-11-05T12:24:39.695Z",
      "captures": 6,
      "evidence": "https://carta.com/",
      "evidence_kind": "live_capture",
      "seen": {
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          "to": "2026-11-05T12:24:39.695Z"
        }
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      "current": true
    }
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      "before_evidence": "https://web.archive.org/web/20160419120130/http://carta.com:80/",
      "before_evidence_kind": "internet_archive",
      "kind": "hiring",
      "label": "Hiring",
      "summary": "Opened a job board on Lever.",
      "between": {
        "from": "2016-04-19T12:01:30.000Z",
        "to": "2018-07-02T02:46:51.000Z"
      },
      "evidence": "https://web.archive.org/web/20180702024651/https://carta.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-careers-page"
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    {
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      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Introducing ownership management.” to “Equity. Simplified.”.",
      "between": {
        "from": "2018-07-02T02:46:51.000Z",
        "to": "2020-01-01T15:05:15.000Z"
      },
      "evidence": "https://web.archive.org/web/20200101150515/https://carta.com/",
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      "before_evidence": "https://web.archive.org/web/20180702024651/https://carta.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "pricing",
      "label": "Pricing",
      "summary": "Added a pricing page.",
      "between": {
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        "to": "2020-01-01T15:05:15.000Z"
      },
      "evidence": "https://web.archive.org/web/20200101150515/https://carta.com/",
      "evidence_kind": "internet_archive",
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      "topic": "https://startuphistory.org/t/added-pricing-page"
    },
    {
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      "before_evidence_kind": "internet_archive",
      "kind": "traction",
      "label": "Traction",
      "summary": "Now claims “13,000 companies” on its homepage (was “7,000+ companies”).",
      "between": {
        "from": "2018-07-02T02:46:51.000Z",
        "to": "2020-01-01T15:05:15.000Z"
      },
      "evidence": "https://web.archive.org/web/20200101150515/https://carta.com/",
      "evidence_kind": "internet_archive",
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      "topic": "https://startuphistory.org/t/grew-traction-claims"
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    {
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      "before_evidence_kind": "internet_archive",
      "kind": "traction",
      "label": "Traction",
      "summary": "Now claims “17,000 Companies” on its homepage (was “13,000 companies”).",
      "between": {
        "from": "2020-01-01T15:05:15.000Z",
        "to": "2021-01-06T06:57:18.000Z"
      },
      "evidence": "https://web.archive.org/web/20210106065718/https://carta.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/grew-traction-claims"
    },
    {
      "n": 6,
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      "before_evidence": "https://web.archive.org/web/20210106065718/https://carta.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "traction",
      "label": "Traction",
      "summary": "Now claims “28,000 Companies” on its homepage (was “17,000 Companies”).",
      "between": {
        "from": "2021-01-06T06:57:18.000Z",
        "to": "2022-07-01T00:18:43.000Z"
      },
      "evidence": "https://web.archive.org/web/20220701001843/https://carta.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/grew-traction-claims"
    },
    {
      "n": 7,
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      "before_evidence": "https://web.archive.org/web/20220701001843/https://carta.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Equity. Simplified.” to “One platform, unlimited potential”.",
      "between": {
        "from": "2022-07-01T00:18:43.000Z",
        "to": "2024-01-01T22:26:43.000Z"
      },
      "evidence": "https://web.archive.org/web/20240101222643/https://carta.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 8,
      "id": "page-4038716793caaf89c025cacfc942fd10043495c8a07cd37394d60037b6f379b6:113e0cd0c69c4c4e938a42e26d04a75ea8e461f431b1cc4407ef31dcd9a58e08:traction:d7fc801e1e398a5b",
      "before_evidence": "https://web.archive.org/web/20220701001843/https://carta.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "traction",
      "label": "Traction",
      "summary": "Now claims “40,000 Companies” on its homepage (was “28,000 Companies”).",
      "between": {
        "from": "2022-07-01T00:18:43.000Z",
        "to": "2024-01-01T22:26:43.000Z"
      },
      "evidence": "https://web.archive.org/web/20240101222643/https://carta.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/grew-traction-claims"
    },
    {
      "n": 9,
      "id": "page-07bacbeeefe03bb80d1e8e144ce9b7a395ad02d8de0ed945cd7be84ef2ab7c0e:c060754c0f511f6ab324900815513aa1b9302b66a4ef387aebfdbd566802aeb9:headline:48ad2eb6df84b73d",
      "before_evidence": "https://web.archive.org/web/20250101215605/https://carta.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “One platform, unlimited potential” to “Where private capital connects”.",
      "between": {
        "from": "2025-01-01T21:56:05.000Z",
        "to": "2026-01-31T13:17:44.000Z"
      },
      "evidence": "https://web.archive.org/web/20260131131744/https://carta.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 10,
      "id": "page-07bacbeeefe03bb80d1e8e144ce9b7a395ad02d8de0ed945cd7be84ef2ab7c0e:c060754c0f511f6ab324900815513aa1b9302b66a4ef387aebfdbd566802aeb9:traction:6aac6f8aaefe98d8",
      "before_evidence": "https://web.archive.org/web/20250101215605/https://carta.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "traction",
      "label": "Traction",
      "summary": "Now claims “50,000+ Companies” on its homepage (was “40,000 companies”).",
      "between": {
        "from": "2025-01-01T21:56:05.000Z",
        "to": "2026-01-31T13:17:44.000Z"
      },
      "evidence": "https://web.archive.org/web/20260131131744/https://carta.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/grew-traction-claims"
    }
  ],
  "update": null,
  "method": {
    "version": "messaging-v1",
    "description": "https://startuphistory.org/method"
  },
  "license": "CC-BY-4.0",
  "cite": "StartupHistory, “Carta” company record, https://startuphistory.org/c/carta.com"
}