So far more than 150,000 companies have signed up for B12 and the startup has “thousands” of paying customers. He teamed up with MIT grad Adam Marcus in 2015 to found B12 with the mission of helping small professional service firms “own their digital identity and customer relationships” and give people a way to buy services online. He said his firm had a long history with the founding team of B12 (particularly Banta) and believed they “have proven to be effective operators.”“We also have a lot of experience in this industry, having led investments in Big Commerce and more, and believe that B12 is uniquely positioned to help professional service businesses with their digital transformation,” he wrote via email.