Benny, a platform that helps employees at companies like Salesforce and Microsoft afford their employee stock purchase plans (ESPPs), secured $1 million in pre-seed funding and plans to use the money for customer acquisition, product development and recruiting efforts, according to a company press release.

Madison-based startup Benny, founded in 2021 and previously known as Rooted Lending Inc., received the funding from venture capital firm Matchstick Ventures. They also received $20,000 from Techstars, a startup accelerator program Benny participated in, according to CEO and co-founder Andy Kalmon.

Matchstick Ventures, which has its headquarters in Minnesota and Colorado, is also an investor in Milwaukee’s education startup Fiveable.

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