Treater Comes Out Of Beta, Enters Facebook, Mobile Gifting Fray

By David Cohen 

The Facebook gifting sector welcomed a new addition Tuesday as social and mobile gifting platform Treater came out of public beta and officially launched, with the help of $2.5 million in seed funding.

Treater allows users to send their friends “treats” on their mobile devices, such as coffee, after-work cocktails, cupcakes, or movie tickets, along with personalized messages that are delivered via Facebook wall posts, text messages, or email.

Recipients simply show the treat card on their smartphones to redeem their treats, and money left over can be deposited into a piggy bank for use on future treats for the recipients or their friends.

On the merchant side, Treater helps boost brand recognition and drive foot traffic to retail locations when recipients claim their treats.

The $2.5 million in seed funding came from a mix of funds and angel investors, and Treater’s board of directors welcomed the following additions:

  • SWaN Investments Managing Director and NEW Asurion Founder and Vice Chairman Fred Schaufeld
  • Jack Davies, founder and former president of AOL International
  • Former Valhalla Partners General Partner Gene Riechers

Treater CEO Jeff Ross said:

We’ve created an app that makes it easy to connect with others in a meaningful way. Treater’s mobile capabilities let users instantly send a treat at the very moment they are thinking of a friend. Since we have a selection of treats at different price points, it’s easy to send something thoughtful to a larger circle of friends.

Schaufeld added:

People love giving and receiving gifts, but traditional gift-giving is time-consuming, and we often forget to buy a gift in the first place. Treater’s frictionless gift giving process is making social media more social by letting people show they care with a treat. What’s more, it’s a clear win for merchants — driving foot traffic through their doors and letting them engage with consumers in a trusted relationship.