{
  "company": {
    "name": "Morta",
    "website": "https://morta.io/",
    "record": "https://startuphistory.org/c/morta.io"
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    "description": "Morta allows you to flexibly build your AEC digital processes, automating mundane tasks and optimising the production and use of information.",
    "evidence": "https://web.archive.org/web/20200803152739/https://morta.io/",
    "evidence_kind": "internet_archive",
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      "variants": [
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          "headline": "Simplify, Customise and Automate Your Processes",
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      ],
      "headline": "Simplify, Customise and Automate Your Processes",
      "subhead": "Save time, money and eliminate errors by using Morta to simplify, customise and automate your processes.",
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      "to": "2021-01-22T00:30:59.000Z",
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      "variants": [
        {
          "headline": "The only customisable information hub dedicated to the built environment",
          "subhead": "Morta is the next-generation spreadsheet for projects, assets and construction. Stop taking risks on a spreadsheet.",
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      "headline": "The only customisable information hub dedicated to the built environment",
      "subhead": "Morta is the next-generation spreadsheet for projects, assets and construction. Stop taking risks on a spreadsheet.",
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    {
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      "variants": [
        {
          "headline": "WE WANTED \"BIM\"",
          "subhead": "Morta is the next-generation spreadsheet for projects, assets and construction. Stop taking risks on a spreadsheet.",
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          "evidence": "https://web.archive.org/web/20220714005237/https://morta.io/",
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      ],
      "headline": "WE WANTED \"BIM\"",
      "subhead": "Morta is the next-generation spreadsheet for projects, assets and construction. Stop taking risks on a spreadsheet.",
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      "to": "2022-07-14T00:52:37.000Z",
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      "evidence": "https://web.archive.org/web/20220714005237/https://morta.io/",
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    {
      "quote_observed_at": "2025-01-28T00:58:20.000Z",
      "variants": [
        {
          "headline": "Automate tracking planned vs actual",
          "subhead": "Morta is the next-generation spreadsheet for projects, assets and construction. Stop taking risks on a spreadsheet.",
          "observed_at": "2023-08-10T22:43:37.000Z",
          "evidence": "https://web.archive.org/web/20230810224337/https://morta.io/",
          "evidence_kind": "internet_archive"
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        {
          "headline": "Automate tracking planned VS actual",
          "subhead": "Morta is the next-generation spreadsheet for projects, assets and construction. Stop taking risks on a spreadsheet.",
          "observed_at": "2024-02-28T03:33:30.000Z",
          "evidence": "https://web.archive.org/web/20240228033330/https://morta.io/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Drive Performance by Automatically Tracking Planned vs Actual.",
          "subhead": "Save a day a week and gain visibility with a solution built for construction and design teams—combining spreadsheet flexibility with database connectivity.",
          "observed_at": "2025-01-28T00:58:20.000Z",
          "evidence": "https://web.archive.org/web/20250128005820/https://morta.io/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Drive Performance by Automatically Tracking Planned vs Actual.",
      "subhead": "Save a day a week and gain visibility with a solution built for construction and design teams—combining spreadsheet flexibility with database connectivity.",
      "from": "2023-08-10T22:43:37.000Z",
      "to": "2025-01-28T00:58:20.000Z",
      "captures": 3,
      "evidence": "https://web.archive.org/web/20250128005820/https://morta.io/",
      "evidence_kind": "internet_archive",
      "seen": {
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    {
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      "variants": [
        {
          "headline": "Supercharge productivity by connecting your project data and automating tracking.",
          "subhead": "Use Morta to supercharge productivity by connecting your project data and automating tracking.",
          "observed_at": "2025-09-14T00:20:19.000Z",
          "evidence": "https://web.archive.org/web/20250914002019/https://www.morta.io/",
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      ],
      "headline": "Supercharge productivity by connecting your project data and automating tracking.",
      "subhead": "Use Morta to supercharge productivity by connecting your project data and automating tracking.",
      "from": "2025-09-14T00:20:19.000Z",
      "to": "2025-09-14T00:20:19.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20250914002019/https://www.morta.io/",
      "evidence_kind": "internet_archive",
      "seen": {
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      "current": false
    },
    {
      "quote_observed_at": "2026-11-06T17:44:22.965Z",
      "variants": [
        {
          "headline": "Excel wasn't built to control complex construction projects.",
          "subhead": "Morta is the Connected Project Controls Platform for construction project delivery. Plan, track, check, report and learn across every controls function, configurable to your organisation, standardised",
          "observed_at": "2026-07-14T07:42:03.000Z",
          "evidence": "https://web.archive.org/web/20260714074203/https://www.morta.io/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Excel wasn't built to control complex construction projects.",
          "subhead": "Morta is the Connected Project Controls Platform for construction project delivery. Plan, track, check, report and learn across every controls function, configurable to your organisation, standardised",
          "observed_at": "2026-11-06T17:44:22.965Z",
          "evidence": "https://www.morta.io/",
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      ],
      "headline": "Excel wasn't built to control complex construction projects.",
      "subhead": "Morta is the Connected Project Controls Platform for construction project delivery. Plan, track, check, report and learn across every controls function, configurable to your organisation, standardised",
      "from": "2026-07-14T07:42:03.000Z",
      "to": "2026-11-06T17:44:22.965Z",
      "captures": 2,
      "evidence": "https://www.morta.io/",
      "evidence_kind": "live_capture",
      "seen": {
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          "from": "2026-07-14T07:42:03.000Z",
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        }
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      "before_evidence_kind": "internet_archive",
      "kind": "gtm",
      "label": "Go-to-market",
      "summary": "Added a free sign-up or free trial.",
      "between": {
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        "to": "2021-01-22T00:30:59.000Z"
      },
      "evidence": "https://web.archive.org/web/20210122003059/https://morta.io/",
      "evidence_kind": "internet_archive",
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    },
    {
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      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “The only customisable information hub dedicated to the built environment” to “WE WANTED \"BIM\"”.",
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        "to": "2022-07-14T00:52:37.000Z"
      },
      "evidence": "https://web.archive.org/web/20220714005237/https://morta.io/",
      "evidence_kind": "internet_archive",
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      "topic": null
    },
    {
      "n": 3,
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      "before_evidence_kind": "internet_archive",
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      "summary": "Changed its homepage headline from “WE WANTED \"BIM\"” to “Automate tracking planned vs actual”.",
      "between": {
        "from": "2022-07-14T00:52:37.000Z",
        "to": "2023-08-10T22:43:37.000Z"
      },
      "evidence": "https://web.archive.org/web/20230810224337/https://morta.io/",
      "evidence_kind": "internet_archive",
      "basis": "classifier",
      "topic": "https://startuphistory.org/t/repositioned"
    },
    {
      "n": 4,
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      "before_evidence": "https://web.archive.org/web/20240228033330/https://morta.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "pricing",
      "label": "Pricing",
      "summary": "Changed listed prices from £25 / month to £100 / month.",
      "between": {
        "from": "2024-02-28T03:33:30.000Z",
        "to": "2025-01-28T00:58:20.000Z"
      },
      "evidence": "https://web.archive.org/web/20250128005820/https://morta.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/changed-prices"
    },
    {
      "n": 5,
      "id": "page-c9068ffea812fa2da92b388d8817ca2beb563b7f93887f08fa1d7981e982182a:5b849c1d9fbd45dec47ab65ddff1708a58d8f00c662e87454607abcd6f2ae718:headline:2fd760fa84a853f9",
      "before_evidence": "https://web.archive.org/web/20250128005820/https://morta.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Drive Performance by Automatically Tracking Planned vs Actual.” to “Supercharge productivity by connecting your project data and automating tracking.”.",
      "between": {
        "from": "2025-01-28T00:58:20.000Z",
        "to": "2025-09-14T00:20:19.000Z"
      },
      "evidence": "https://web.archive.org/web/20250914002019/https://www.morta.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 6,
      "id": "page-c9068ffea812fa2da92b388d8817ca2beb563b7f93887f08fa1d7981e982182a:5b849c1d9fbd45dec47ab65ddff1708a58d8f00c662e87454607abcd6f2ae718:gtm:38f0fe27a40f24c1",
      "before_evidence": "https://web.archive.org/web/20250128005820/https://morta.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "gtm",
      "label": "Go-to-market",
      "summary": "Dropped its free sign-up; visitors are now asked to book a demo.",
      "between": {
        "from": "2025-01-28T00:58:20.000Z",
        "to": "2025-09-14T00:20:19.000Z"
      },
      "evidence": "https://web.archive.org/web/20250914002019/https://www.morta.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/switched-to-sales-led"
    },
    {
      "n": 7,
      "id": "page-c9068ffea812fa2da92b388d8817ca2beb563b7f93887f08fa1d7981e982182a:5b849c1d9fbd45dec47ab65ddff1708a58d8f00c662e87454607abcd6f2ae718:pricing:ef162f2c55d8c41b",
      "before_evidence": "https://web.archive.org/web/20250128005820/https://morta.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "pricing",
      "label": "Pricing",
      "summary": "Added a pricing page.",
      "between": {
        "from": "2025-01-28T00:58:20.000Z",
        "to": "2025-09-14T00:20:19.000Z"
      },
      "evidence": "https://web.archive.org/web/20250914002019/https://www.morta.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-pricing-page"
    },
    {
      "n": 8,
      "id": "page-5b849c1d9fbd45dec47ab65ddff1708a58d8f00c662e87454607abcd6f2ae718:e4f545aa63ccc12cab83086d589950f1da8f8439c94acc54be2ba4e02dfc6340:headline:9f93a32255327e21",
      "before_evidence": "https://web.archive.org/web/20250914002019/https://www.morta.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Supercharge productivity by connecting your project data and automating tracking.” to “Excel wasn't built to control complex construction projects.”.",
      "between": {
        "from": "2025-09-14T00:20:19.000Z",
        "to": "2026-07-14T07:42:03.000Z"
      },
      "evidence": "https://web.archive.org/web/20260714074203/https://www.morta.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 9,
      "id": "page-5b849c1d9fbd45dec47ab65ddff1708a58d8f00c662e87454607abcd6f2ae718:e4f545aa63ccc12cab83086d589950f1da8f8439c94acc54be2ba4e02dfc6340:compliance:5a8e0afb4adf787c",
      "before_evidence": "https://web.archive.org/web/20250914002019/https://www.morta.io/",
      "before_evidence_kind": "internet_archive",
      "kind": "compliance",
      "label": "Compliance",
      "summary": "Now states ISO 27001 compliance on its homepage.",
      "between": {
        "from": "2025-09-14T00:20:19.000Z",
        "to": "2026-07-14T07:42:03.000Z"
      },
      "evidence": "https://web.archive.org/web/20260714074203/https://www.morta.io/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-iso-27001"
    }
  ],
  "update": null,
  "method": {
    "version": "messaging-v1",
    "description": "https://startuphistory.org/method"
  },
  "license": "CC-BY-4.0",
  "cite": "StartupHistory, “Morta” company record, https://startuphistory.org/c/morta.io"
}