Workplace monitoring platform Aware requires in $60M

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Aware, a platform that analyzes employee behavior across messaging platforms like Slack, today announced that it raised $60 million in a series C round led by Goldman Sachs Growth Equity, with participation from Spring Mountain Capital, Blue Heron Capital, Allos Ventures, Ohio Innovation Fund, JobsOhio, and Rev1 Ventures. The firm says that the capital, which brings its total raised to more than $86.9 million, will be place toward solution development, sales efforts, and hiring.

“This specific investment will allow us to make significant progress towards helping organizations see the human difference across all functions of the business. We expect to rapidly expand our current integrations into new platforms, as well as to ingest and analyze digital signals from all areas of the organization,” cofounder and CEO Jeff Schumann told VentureBeat through e mail. “We started in text conversations, files, and images, and we’re already working towards voice and video signals.”

The trend toward remote and hybrid work has prompted some organizations to boost their use of monitoring technologies to assure that staff stay on job. Whether actual or imagined, some managers think that productivity has decreased at their firm considering the fact that staffers began working from home through the pandemic. But these monitoring technologies threaten to infringe on workers’ privacy, developing a chilling impact on speech that challenges the firm line.

Columbus, Ohio-based Aware, which was founded in 2017 by Schumann, James Tsai, Matt Huber, and Shawn Domer, leverages APIs and webhooks to gather and approach communications from platforms which includes Slack, Microsoft Teams, Zoom, Yammer, and Workplace from Facebook. The firm applies organic language processing and pc vision technologies to predict message sentiment and detect screenshots, amongst other tasks, identifying relationships in between messages to provide context beyond replies.

“Aware continues to be the leading force for digital collaboration insights, giving companies a better understanding of their workforce and the ability to manage the risks associated with digital conversations and remote collaboration,” Schumann stated in a statement. “Aware’s continued adoption as essential tech further shows how AI [is] key to building more transformational businesses.”

But some of Aware’s capabilities may well give staff pause, like the platform’s potential to preserve files, edits, and deletions as effectively as metadata like message areas. While Aware claims its potential to gather and normalize conversations from various sources may well be beneficial to employers in search of governance and search options, staff may well perceive it as a way for organizations to tamp down on protests or place workers’ activities below a microscope.

Employee monitoring

Employee monitoring application is a broad category, but frequently speaking, it encompasses applications that can measure an employee’s idle time, access webcams, track keystrokes and net history, take screenshots, and record emails, chats, and phone calls. In a survey of employers, ExpressVPN located that 78% have been utilizing monitoring application like TimeDoctor, Teramind, Wiretap, Interguard, Hubstaff, and ActivTrak to track their employees’ functionality or on the internet activity. Perhaps unsurprisingly, Reports and Data predicts that by 2027, the international industry for employee remote monitoring application will hit $1.3 billion.

Pitching itself as an HR remedy, Aware claims it can shop all public and private messages, attachments, and photos sent by staff, recreating conversations in an “easy-to-understand” format. Aware purports to detect inappropriate, offensive, and hateful speech, employing AI to extract major-level message details.

In this way, Aware’s platform is akin to Awareness’ Interguard, which can scan emails and messages for unique keywords and phrases. Wiretap and Qumram similarly monitor chat forums like Slack, Yammer, and WhatsApp, utilizing AI to recognize “harassment, threats, and intimidation.”

“[With Aware, companies can] automate community management processes, identify incidents of insider threats, [and] identify toxic employees in the workplace,” the company’s web page reads. “[Customers can] enable rules that automatically prevent against unsafe sharing and safeguard against HIPAA, FINRA, or PCI violations. [They can also] scan workplace communication content and file shares to identify instances of inappropriate sharing and breaches of confidentiality. [And they can protect their] employees from sexual harassment, discrimination, and bullying by monitoring public and private communications.”


But biases in the algorithms could colour the final results of Aware’s assessments. Studies have shown that text-based sentiment evaluation systems can exhibit prejudices along race, ethnic, and gender lines — for instance, associating Black persons with more unfavorable feelings like anger, worry, and sadness. AI models also have a tendency to inconsistently analyze hate speech, with study displaying that automated moderation platforms struggle with “Black-aligned English,” quotations of hate speech, slurs, and spelling variations of hateful words.

Schumann claims that Aware is one of the only organizations that trains models on the interactions “within enterprise collaboration.” The net outcome is AI that is “two to three times as accurate as competitor AI and machine learning services” in the industry, he says.

“Aware is the future of human-centered business. We understand and make sense of all the human interactions happening in the organization,” Schumann continued. “We are training on a data lake consisting of billions of normalized, anonymized interactions that is growing daily. This gives us a unique advantage. Aware is positioned to know the customer and their own DNA quite well.”

Beyond the prospective bias problems, study shows staff are disinclined to assistance the deployment of application like Aware’s for the reason that they really feel like they’re consistently getting watched. A current Gartner survey located that understanding workers have been practically two occasions more most likely to pretend to be working soon after their organizations invested in tracking systems.

Workers have purpose to be concerned. According to a current complaint filed by the National Labor Relations Board, Google spied on its staffers — two of which have been in the approach of organizing protests against the firm — just before terminating various. Call center workers face stress to sign a contract that lets their employers set up in-home cameras to monitor their work. And Amazon delivery drivers say surveillance cameras installed in their vans have made them drop earnings for factors beyond their handle, like when vehicles reduce them off.

Of the remote or hybrid workers surveyed in the ExpressVPN paper, 59% stated that they felt pressure or anxiousness as a outcome of their employer monitoring them. Another 43% stated that the surveillance felt like a violation of trust, and more than half stated they’d quit their job if their manager implemented surveillance measures.

Little recourse

In the U.S., staff have small in the way of legal recourse when it comes to monitoring application. The 1986 Electronic Communications Privacy Act (ECPA) enables organizations to surveil communications for “legitimate business-related purposes.” Only two states, Connecticut and Delaware, demand notification if employees’ e mail or online activities are getting monitored, even though Colorado and Tennessee demand firms to set written e mail monitoring policies.

However, the ECPA does avoid employers from monitoring private messages and e mail accounts that are password-protected and sent from a individual device — unless an employee offers consent. Last October, retailer H&ampM was fined $40 million for storing sensitive employee details on subjects like family problems and religious beliefs. Aware, like other organizations offering workplace monitoring application, is bound by this constraint.

Not all staff oppose monitoring application — so lengthy as they’re made conscious of the surveillance, how and exactly where the information is maintained, and whether or not it is shared with other parties or organizations. Over half of workplace workers surveyed by Robert Half have been open to digital surveillance if it led to perks, like the potential to work preferred hours or remotely. Microsoft touts its Viva platform as one such pro-worker remedy, with privacy controls which includes an anonymized, common productivity score for teams and suggestions for employees’ mental well being.


Aware, like its rivals, is increasing at a rapidly clip through the pandemic. Revenue has “consistently” climbed 170% to 200% year-more than-year for the last various years, and the firm, which employs a workforce of about 60 staff, has more than 1 million licensed customers across more than 17 nations.

“Our growth was accelerated in part due to [the pandemic] and the emergency shift to remote work. It made the adoption of technologies, such as Teams, Slack, and Zoom, happen virtually overnight,” Schumann stated. “This is the dataset we tap into, and now these companies need controls in place for the tech. It also means the focus on employee engagement is incredibly top-of-mind, as organizations struggle to understand their largely remote — or hybrid — workforce. [We] saw an immediate transformation in growth from our existing customer base to the tune of an over 300% increase in data created after the start of mandated lockdowns. We also saw a rapidly increasing demand for the Aware platform, for both our risk mitigation capabilities and our organizational insights.”

Originally appeared on: TheSpuzz