Ditto raises $1.5 million to help teams collaborate on copy

Even as remote software uptake has boomed during the pandemic, certain workflows have gotten prioritized for specialized toolsets while other team members have been left piecemealing their productivity. Employees designing the copy that directs users and encapsulates company messaging have been particularly forgotten at times, say the founders of Ditto, a young startup building software focused on finding a “single source of truth” for copy.

The startup was in Y Combinator’s winter 2020 batch (we selected it as one of our favorites from the class); now Ditto’s founders tell TechCrunch the team has raised a $1.5 million seed round from investors including Greycroft, Y Combinator, Soma Capital, Decent Capital, Twenty Two VC, Holly Liu and Scott Tong, among others.

While copy workflows are often very messy when it comes to design and implementation, even the most-organized teams are often left scouring through meandering email threads, screenshot dumps and slack DMs with disparate teams. The founders behind Ditto hope that their software can give copy teams the home they deserve to keep everything organized and synced across projects and applications, ensuring that language is actually finalized and ready to ship when the time comes.

The company’s founders Jessica Ouyang and Jolena Ma were Stanford roommates who saw a lingering opportunity to build a toolset that prioritized copy as its own vertical.

“It’s so easy to couple text with where it lives, like you may think of it as part of the design so a lot of writers have to manage it inside toolsets for design or you may already think of it as part of development so writers end up having to go into the codebase and figure out how to code or manage JSON even though they’re content designers,” Ouyang tells TechCrunch.

Out of the gate, Ditto has been built for Figma, meaning users can easily export text blocks from designs in the app and rework them inside the Ditto web app, pushing updates without having to dig through the designs themselves. The founders say they are currently working on building out integrations for Sketch and Adobe XD as well. Inside the Ditto web app users can access change logs and update the status of particular pieces of text inside a project so that approvals are always certain.

“We find there’s a lot more opportunity to integrate into all of the places where copy is being worked on,” Ma tells us. “We have a lot more we’re hoping to do with our developer integrations and just integrating to all of those places where copy lives, places like A/B testing, internationalization, localization and other workflows.”

Copy development has plenty of stakeholders and the team is looking to experiment with pricing tiers that address that. For now they split up users into editors and commenters paying $15 and $10 monthly (priced annually), respectively, on the startup’s Teams plan. Ditto has a free tier for teams of two, as well as pricing designed for larger enterprise clients.