More money for the now very buzzy business of reshaping how people work: Worksome is announcing it recently closed a $13 million Series A funding round for its “freelance talent platform” — after racking up 10x growth in revenue since January 2020, just before the COVID-19 pandemic sparked a remote working boom.

The 2017 founded startup, which has a couple of ex-Googlers in its leadership team, has built a platform to connect freelancers looking for professional roles with employers needing tools to find and manage freelancer talent.

It says it’s seeing traction with large enterprise customers that have traditionally used Managed Service Providers (MSPs) to manage and pay external workforces — and views employment agency giants like Randstad, Adecco and Manpower as ripe targets for disruption.

“Most multinational enterprises manage flexible workers using legacy MSPs,” says CEO and co-founder Morten Petersen (one of the Xooglers). “These largely analogue businesses manage complex compliance and processes around hiring and managing freelance workforces with handheld processes and outdated technology that is not built for managing fluid workforces. Worksome tackles this industry head on with a better, faster and simpler solution to manage large freelancer and contractor workforces.”

Worksome focuses on helping medium/large companies — who are working with at least 20+ freelancers at a time — fill vacancies within teams rather than helping companies outsource projects, per Petersen, who suggests the latter is the focus for the majority of freelancer platforms.

“Worksome helps [companies] onboard people who will provide necessary skills and will be integral to longer-term business operations. It makes matches between companies and skilled freelancers, which the businesses go on to trust, form relationships with and come back to time and time again,” he goes on.

“When companies hire dozens or hundreds of freelancers at one time, processes can get very complicated,” he adds, arguing that on compliance and payments Worksome “takes on a much greater responsibility than other freelancing platforms to make big hires easier”.

The startup also says it’s concerned with looking out for (and looking after) its freelancer talent pool — saying it wants to create “a world of meaningful work” on its platform, and ensure freelancers are paid fairly and competitively. (And also that they are paid faster than they otherwise might be, given it takes care of their payroll so they don’t have to chase payments from employers.)

The business started life in Copenhagen — and its Series A has a distinctly Nordic flavor, with investment coming from the Danish business angel and investor on the local version of the Dragons’ Den TV program Løvens Hule; the former Minister for Higher Education and Science, Tommy Ahlers; and family home manufacturer Lind & Risør.

It had raised just under $6M prior to thus round, per Crunchbase, and also counts some (unnamed) Google executives among its earlier investors.

Freelancer platforms (and marketplaces) aren’t new, of course. There are also an increasing number of players in this space — buoyed by a new flush of VC dollars chasing the ‘future of work’, whatever hybrid home-office flexible shape that might take. So Worksome is by no means alone in offering tech tools to streamline the interface between freelancers and businesses.

A few others that spring to mind include Lystable (now Kalo), Malt, Fiverr — or, for techie job matching specifically, the likes of HackerRank — plus, on the blue collar work side, Jobandtalent. There’s also a growing number of startups focusing on helping freelancer teams specifically (e.g. Collective), so there’s a trend towards increasing specialism.

Worksome says it differentiates vs other players (legacy and startups) by combining services like tax compliance, background and ID checks and handling payroll and other admin with an AI powered platform that matches talent to projects.

Although it’s not the only startup offering to do the back-office admin/payroll piece, either, nor the only one using AI to match skilled professionals to projects. But it claims it’s going further than rival ‘freelancer-as-a-service’ platforms — saying it wants to “address the entire value chain” (aka: “everything from the hiring of freelance talent to onboarding and payment”).

Worksome has 550 active clients (i.e. employers in the market for freelancer talent) at this stage; and has accepted 30,000 freelancers into its marketplace so far.

Its current talent pool can take on work across 12 categories, and collectively offers more than 39,000 unique skills, per Petersen.

The biggest categories of freelancer talent on the platform are in Software and IT; Design and Creative Work; Finance and Management Consulting; plus “a long tail of niche skills” within engineering and pharmaceuticals.

While its largest customers are found in the creative industries, tech and IT, pharma and consumer goods. And its biggest markets are the U.K. and U.S.

“We are currently trailing at +20,000 yearly placements,” says Petersen, adding: “The average yearly spend per client is $300,000.”

Worksome says the Series A funding will go on stoking growth by investing in marketing. It also plans to spend on product dev and on building out its team globally (it also has offices in London and New York).

Over the past 12 months the startup doubled the size of its team to 50 — and wants to do so again within 12 months so it can ramp up its enterprise client base in the U.S., U.K. and euro-zone.

“Yes, there are a lot of freelancer platforms out there but a lot of these don’t appreciate that hiring is only the tip of the iceberg when it comes to reducing the friction in working with freelancers,” argues Petersen. “Of the time that goes into hiring, managing and paying freelancers, 75% is currently spent on admin such as timesheet approvals, invoicing and compliance checks, leaving only a tiny fraction of time to actually finding talent.”

Worksome woos employers with a “one-click-hire” offer — touting its ability to find and hire freelancers “within seconds”.

If hiring a stranger in seconds sounds ill-advised, Worksome greases this external employment transaction by taking care of vetting the freelancers itself (including carrying out background checks; and using proprietary technology to asses freelancers’ skills and suitability for its marketplace).

“We have a two-step vetting process to ensure that we only allow the best freelance talent onto the Worksome platform,” Petersen tells TechCrunch. “For step one, an inhouse-built robot assesses our freelancer applicants. It analyses their skillset, social media profiles, profile completeness and hourly or daily rate, as well as their CV and work history, to decide whether each person is a good fit for Worksome.

“For step two, our team of talent specialists manually review and decline or approve the freelancers that pass through step one with a score of 85% or more. We have just approved our 30,000th freelancer and will be able to both scale and improve our vetting procedure as we grow.”

A majority of freelancer applicants fail Worksome’s proprietary vetting processes. This is clear because it says it has received 80,000 applicants so far — but only approved 30,000.

That raises interesting questions about how it’s making decisions on who is (and isn’t) an ‘appropriate fit’ for its talent marketplace.

It says its candidate assessing “robot” looks at “whether freelancers can demonstrate the skillset, matching work history, industry experience and profile depth” deemed necessary to meet its quality criteria — giving the example that it would not accept a freelancer who says they can lead complex IT infrastructure projects if they do not have evidence of relevant work, education and skills.

On the AI freelancer-to-project matching side, Worksome says its technology aims to match freelancers “who have the highest likelihood of completing a job with high satisfaction, based on their work-history, and performance and skills used on previous jobs”.

“This creates a feedback loop that… ensure that both clients and freelancers are matched with great people and great work,” is its circular suggestion when we ask about this.

But it also emphasizes that its AI is not making hiring decisions on its own — and is only ever supporting humans in making a choice. (An interesting caveat since existing EU data protection rules, under Article 22 of the GDPR, provide for a right for individuals to object to automated decision making if significant decisions are being taken without meaningful human interaction.) 

Using automation technologies (like AI) to make assessments that determine whether a person gains access to employment opportunities or doesn’t can certainly risk scaled discrimination. So the devil really is in the detail of how these algorithmic assessments are done.

That’s why such uses of technology are set to face close regulatory scrutiny in the European Union — under incoming rules on ‘high risk’ users of artificial intelligence — including the use of AI to match candidates to jobs.

The EU’s current legislative proposals in this area specifically categorize “employment, workers management and access to self-employment” as a high risk use of AI, meaning applications like Worksome are likely to face some of the highest levels of regulatory supervision in the future.

Nonetheless, Worksome is bullish when we ask about the risks associated with using AI as an intermediary for employment opportunities.

“We utilise fairly advanced matching algorithms to very effectively shortlist candidates for a role based solely on objective criteria, rinsed from human bias,” claims Petersen. “Our algorithms don’t take into account gender, ethnicity, name of educational institutions or other aspects that are usually connected to human bias.”

“AI has immense potential in solving major industry challenges such as recruitment bias, low worker mobility and low access to digital skills among small to medium sized businesses. We are firm believers that technology should be utilized to remove human bias’ from any hiring process,” he goes on, adding: “Our tech was built to this very purpose from the beginning, and the new proposed legislation has the potential to serve as a validator for the hard work we’ve put into this.

“The obvious potential downside would be if new legislation would limit innovation by making it harder for startups to experiment with new technologies. As always, legislation like this will impact the Davids more than the Goliaths, even though the intentions may have been the opposite.”

Zooming back out to consider the pandemic-fuelled remote working boom, Worksome confirms that most of the projects for which it supplied freelancers last year were conducted remotely.

“We are currently seeing a slow shift back towards a combination of remote and onsite work and expect this combination to stick amongst most of our clients,” Petersen goes on. “Whenever we are in uncertain economic times, we see a rise in the number of freelancers that companies are using. However, this trend is dwarfed by a much larger overall trend towards flexible work, which drives the real shift in the market. This shift has been accelerated by COVID-19 but has been underway for many years.

“While remote work has unlocked an enormous potential for accessing talent everywhere, 70% of the executives expect to use more temporary workers and contractors onsite than they did before COVID-19, according to a recent McKinsey study. This shows that businesses really value the flexibility in using an on-demand workforce of highly skilled specialists that can interact directly with their own teams.”

Asked whether it’s expecting growth in freelancing to sustain even after we (hopefully) move beyond the pandemic — including if there’s a return to physical offices — Petersen suggests the underlying trend is for businesses to need increased flexibility, regardless of the exact blend of full-time and freelancer staff. So platforms like Worksome are confidently poised to keep growing.

“When you ask business leaders, 90% believe that shifting their talent model to a blend of full-time and freelancers can give a future competitive advantage (Source: BCG),” he says. “We see two major trends driving this sentiment; access to talent, and building an agile and flexible organization. This has become all the more true during the pandemic — a high degree of flexibility is allowing organisations to better navigate both the initial phase of the pandemic as well the current pick up of business activity.

“With the amount of change that we’re currently seeing in the world, and with businesses are constantly re-inventing themselves, the access to highly skilled and flexible talent is absolutely essential — now, in the next 5 years, and beyond.”

They say for every door that opens another closes, and the executive shuffle at VMware is certainly proving that old chestnut true. Four months after Pat Gelsinger stepped down as CEO to return to run Intel, the virtual machine pioneer announced yesterday that long-time exec Raghu Raghuram was taking over that role.

That set in motion another change when COO Sanjay Poonen, whom some had speculated might get the CEO job, announced yesterday afternoon on Twitter that he was leaving the company after seven years.

Coincidence? We think not.

Holger Mueller, an analyst at Constellation Research, says that he was surprised that Poonen didn’t get the job, but perhaps the VMware board valued Raghuram’s product focus more highly. “At 50, he [would have been] a long-term solution, and he did a great job on the End User Computing (EUC) side of the product before becoming COO. I guess that it is still not VMware’s core business,” he said.

Regardless, Mueller still liked the choice of Raghuram as CEO, saying that he brought stability and reliability to the position, but he sees him likely as a solid interim solution for several years as the company spins out from Dell and becomes a fully independent organization again.

“Obviously the board wanted to have someone who knows product, and has been there a long time, and is associated with the VMware core success — so that creates relatability [and stability].” He added, “At 57 he is the transitional candidate, and a good choice, a veteran who is happy to run this two-three or maybe five years and won’t go anywhere [in the interim]. And the board has time to find a long-term solution,” Mueller told me.

Mark Lockwood, lead analyst on VMware at Gartner, sees Raghuram as the right man for the job, with no reservations, one who will continue to implement the current strategy while putting his own stamp on the position.

“That the VMware board chose someone in Raghu Raghuram who has been the technical strategy executive inside the company for years speaks volumes about the board’s comfort level with the existing strategy trajectory of the company. Mr. Raghuram will most certainly steer the company slightly differently than Mr. Gelsinger did, but at least from the outside, the CEO appointment appears to be a stamp of approval on the company’s broad portfolio,” Lockwood said.

As for Poonen, he says that the writing was on the wall when he didn’t get the promotion. “Although Sanjay Poonen has indeed been a valuable executive for VMware, it was always unlikely that he would remain if not chosen for the CEO role,” Lockwood said.

Stephen Elliot, an analyst at IDC, was also bullish on the Raghuram appointment, saying he brings a broad understanding of the company, and that’s important to VMware right now. “He understands VMware customers, the technologies, M&A, and the importance of execution and its impact on profitable growth. He has been central to almost every successful strategy the company has created, and been a leader for product strategy and execution. He has a very good balance of making tactical and strategic moves to anticipate the value VMware can deliver for customers in a one-three year horizon,” Elliot said.

Elliot thinks Poonen will be just fine and will find a landing spot pretty quickly. “He is another very talented executive; he will become a CEO elsewhere, and another company will be very lucky,” he said. He says that it will take time to see if there is any impact from that, but he believes that VMware shouldn’t have trouble attracting other executive talent to fill in any gaps.

For every executive move, there are choices for replacements, and subsequent fallout from those choices. We saw a full-fledged example of that yesterday on display at VMware. If these industry experts are right, the company chose stability and reliability and a deep understanding of product. That would seem to be solid enough reasoning on the part of the board, even though Poonen leaving seems to be collateral damage from the decision, and a big loss for the company.

While consumers and businesses continue to use their purchasing power to spin the wheels of the globalized economy, one of the companies that’s built a technology platform to help that economy operate more smoothly is announcing an investment to double down on growth.

Zencargo, which has built a digital platform to enable freight forwarding — the process by which companies organize and track the movements of items they are making and selling (and the components needed for those items) — has raised £30 million (about $42 million). Alex Hersham, the CEO who co-founded the company with Richard Fattal (CCO) and Jan Riethmayer, said that London-based Zencargo will be using the funding to open offices in the Netherlands, Hong Kong and the U.S.; to more than double its headcount to 350 from 150 today; and to begin to make moves into trade finance — a critical lever for facilitating the trading activities that are the bread and butter of Zencargo’s business.

The Series B is being led by Digital+ Partners, with HV Capital, which led its previous round, also participating. Zencargo is not disclosing its valuation, but the company — which provides services both to companies and distributors like Amazon to ship goods to its fulfillment centers, and brands like Vivienne Westwood, Swoon Furniture, and Soho Home — said that it is on track to make £100 million in revenues this year, and £200 million in 2022.

That is against the backdrop of some major world events that have both proven to be challenges as well as opportunities for the startup.

Brexit in the U.K. has created quite a mess for moving goods in and out of the country and into Europe (difficult but ultimately a net positive for Zencargo: it helps facilitate some aspects of that movement for its clients). COVID-19, meanwhile, has impacted economies (again: a difficult impact but also a positive, in that people are spending more money on goods for themselves and less on travel, leading to more demand for shipping those goods around the globe).

The Suez Canal blockage, on the other hand, also continues to loom (not great: Hersham said that Zencargo and others are still dealing with the fallout of those delays, although it’s highlighted the need for blended approaches when it comes to moving goods, with some items shipped slower by sea, and others faster by air or road). And there is the growing priority of how shipping impacts carbon footprints (an area of opportunity, interestingly: Zencargo can provide more efficient routing, and also services to consider how to carbon offset shipping activities).

The more general challenge that Zencargo is tackling goes hand in hand with our existence as consumers.

Many of us do not blink an eye when we go online or to a store to procure something, and we get whatever that happens to be right away.

But the simplicity of wanting and subsequently obtaining goods sits on top of a huge, and hugely complex, logistics operation. It might involve components, assembly or growing and processing things, shipping from one place to another, passing through multiple distribution and shipping hubs, customs, retailers and finally delivery to your store, or directly to you — a logistics chain that, taking all the world’s goods into account, has been estimated to be worth up to $12 trillion annually. Freight forwarding is the process by which all of that logistics works as it should, and in itself accounts for hundreds of billions of dollars in spend, and potentially more than $1 trillion in costs when things go awry.

Traditionally, a lot of freight forwarding work has been done offline, a messy process involving paper and faxing, prone to mistakes, over- and under-supply based on sales and typically hard to scrutinize because of the lack of centralized information. Companies like Zencargo — along with others in the same space like Flexport — have built digitized platforms to manage all of this, tracking items by SKU data, matching shipments with real-time insights into sales and demand, and balancing different kinds of freight options to provide the right items at the right time. (Zencargo works across sea, air and land freight, with sea accounting for about half of all of its traffic, Hersham said.)

Zencargo’s services arguably will continue to see demand growing in line with the growth of the logistics industry, but the curveballs of the last several years, and in the last 12 months in particular, that have impacted the shipping business lay out an interesting road ahead for the startup in the future.

“The freight industry has struggled to keep pace with innovation. Archaic processes are still in place across the board, resulting in widespread inefficiencies,” said Patrick Beitel, managing director and founding partner at Digital+ Partners, in a statement. “Zencargo’s cutting edge technologies, plus deep industry experience and knowledge, are transforming the supply chain, and that marries up perfectly with Digital + Partners’ mission to back companies with best-in-class technology and exceptional management teams. We are honoured to join them on the next stage of their journey.”

Low-code and no-code tools abound these days, as the industry attempts to give nontechnical end users the ability to create applications without code (or very little anyway). Salesforce has been a big proponent of this approach to help reduce the complexity of working on its platform, and today the CRM giant announced a new wrinkle: drag and drop interactive components.

These new components allow users to create more sophisticated kinds of interactions, says Ryan Ellis, SVP for product management and platform at Salesforce. “We’re introducing this new feature called Dynamic Interactions and prior to their existence you had to have developers if you wanted to be able to build essentially truly interactive applications,” Ellis said.

What he means by this is if you have an application made up of multiple components such as a list of companies, a map and information about the company. You can click a company name and its location instantly appears on the map, and information about the company appears alongside it.

Salesforce will be providing about 150 such interactions like maps, lists, Einstein next best action and so forth. Developers can also create these for users as reusable building blocks that make sense to your organization or make them available in the AppExchange for others to use. Finally, you might have a systems integrator or consultant help build them for you.

“With dynamic interactions, we’re really dramatically simplifying the process of building apps with components that communicate with each other, pass data back and forth and react to user actions. It’s an entirely no-code tool so that developers write the code once for their component, and then that component can be reused by people who don’t have technical skills by dragging and dropping them onto the page, then configuring what should happen when a user takes an action,” Ellis explained.

Image Credits: Salesforce

He says that this is part of a larger trend of digital transformation happening across the industry, one that was accelerated by the pandemic, something we hear frequently from tech companies like Salesforce.

“There’s really this big push to go digital faster than ever before, and this was happening for years as we were seeing businesses having to pivot much more rapidly as new business models were coming about. […] But then in this last year COVID really changed the game, and people just had to put on full gas in terms of actually being able to deliver those digital transformations in some instances overnight,” he said.

When you combine that with a shortage of developers, it makes sense that Salesforce and many other companies in the industry are developing these low-code tools that allow nontechnical business users to build some applications themselves, while freeing developers to concentrate on more sophisticated organizational requirements.

Dynamic Interactions will be available starting today from Salesforce (in beta). The product is expected to be generally available around Dreamforce in the fall.

AWS announced today that it’s releasing a tool called AWS SaaS Boost as open source distributed under the Apache 2.0 license. The tool, which was first announced at the AWS re:Invent conference last year, is designed to help companies transform their on-prem software into cloud-based software as a service.

In the charter for the software, the company describes its mission this way: “Our mission is to create a community-driven suite of extensible building blocks for Software-as-a-Service (SaaS) builders. Our goal is to foster an open environment for developing and sharing reusable code that accelerates the ability to deliver and operate multi-tenant SaaS solutions on AWS.”

What it effectively does is provide the tools to turn the application into one that lets you sign up users and let them use the app in a multi-tenant cloud context. Even though it’s open source, it is designed to get you to move your application into the AWS system where you can access a number of AWS services such as AWS CloudFormation, AWS Identity and Access Management (IAM), Amazon Route 53, Elastic Load Balancing, AWS Lambda (Amazon’s serverless tool), and Amazon Elastic Container Service (Amazon’s Kubernetes Service). Although presumably you could use alternative services, if you were so inclined.

By making it open source, it gives companies that would need this kind of service access to the source code, giving them a comfort level and an ability to contribute to the project to expand upon the base product and give back to the community. That makes it a win for users who get flexibility and the benefit of a community behind the tool, and a win for AWS, which gets that community working on the tool to improve and enhance it over time.

“Our objective with AWS SaaS Boost is to get great quality software based on years of experience in the hands of as many developers and companies as possible. Because SaaS Boost is open source software, anyone can help improve it. Through a community of builders, our hope is to develop features faster, integrate with a wide range of SaaS software, and to provide a high quality solution for our customers regardless of company size or location,” Amazon’s Adrian De Luca wrote in a blog post announcing the intent to open source SaaS Boost.

This announcement comes just a couple of weeks after the company open-sourced its Deep Racer device software, which runs its machine-learning fueled mini race cars. That said, Amazon has had a complex relationship with the open source in the past couple of years, where companies like MongoDB, Elastic and CockroachDB have altered their open-source licenses to prevent Amazon from making their own hosted versions of these software packages.