A lot of founders begin constructing one concept and at the same time, find another one that is more appealing. Maybe the most well-known example is Tiny Speck, a game publisher of a relatively boring MMORPG where the founders grew adequately frustrated with their internal team interactions tools that they migrated from video game structure to developing a talking app referred to as Slack.

That’s the story of Pinwheel and its creators Kurt Lin, Anish Basu, and Curtis Lee. Lee, who formerly founded Luxe, a valet service that offered to Volvo in 2017, had worked with Lin as the company’s GM. After two years of “innovating” within the confines of a massive auto producer, the 2 were ready to draw out and head back to the open world of start-ups. Lee and Basu had actually worked together formerly at social gaming business Zynga on Mafia Wars, and linked the entire group together for a new job.

The big concern was what to build. They began by developing a software application platform for companies to easily offer their employees pre-tax benefits like expensing transit passes and funding health savings accounts. They hit a programs wall though: there was no easy method to link their item to the myriad of payroll companies out there.

“We had actually built an internal platform with combinations into payroll systems … and what we understood as we were building was that there was kind of no service out there that both aggregated and unlocked access in payroll systems mainly because they’re very old and type of closed systems,” Lin stated. As they talked with other fintech founders about how to solve the obstruction, they understood that the lack of an API that they could utilize for their product was in fact a prospective product in and of itself.

Therefore came the concept for Pinwheel, an API layer for payroll data that deals with whatever from income and staff member confirmation to easily changing and handling direct deposit. The business officially came out of stealth today and revealed that it has raised a $7 million seed round from Josh Kopelman initially Round Capital and Greg Bettinelli at Upfront Ventures, who will both sign up with the company’s board.

Like any API platform, there are a series of users and information that they want to connect to. For customers, the main draw is automated direct deposit control, which will permit customers to control where their paychecks go. If they want to split a direct deposit into several accounts, or regularly move part of their income into a savings app like Digit or Acorns, Pinwheel can assist them do that quickly.

But the genuine intriguing use cases begin coming with other fintech company users of the platform. Take mortgages. The procedure to make an application for a home mortgage is difficult, needing numerous documents to show earnings and employment status. A few of that is now digital– you can utilize tools like Notarize to digitally sign files– but few alternatives exist to directly pull payroll data into a merged, machine-readable format for all use cases. “Even in 2020 today, many people still have to submit a paper pay stub or tax document every time they need to substantiate [their] data,” Lin stated. Pinwheel wants to be the layer to power all of this data flow.

Kopelman of Preliminary states that it is specifically monetary applications like home mortgages and financing that attracted him to the company. “You take what would happen in four weeks and [Pinwheel] turns it into 4 minutes,” he said.

He initially discovered the company during a board conference of among his portfolio business and was interested. As he dug in, he liked that the founders “were very concentrated on the users” and he liked the focus on payroll. “It’s the source of truth and the source of funding,” he stated. He kept in mind that Preliminary has actually bought a range of future of work business like Uber and TaskRabbit, and saw firsthand the requirement for better options for accessing payroll data easily and securely.

According to Pinwheel, 82% of Americans get paid via direct deposit– which indicates that the large majority of earnings information is sitting in payroll systems.

Pinwheel is not a replacement for incumbent payroll service providers like ADP or upstart companies like Gusto. Rather, it layers on top of them, much in the manner in which, say, Plaid is a layer on top of existing banks to provide other fintech companies safe access to a user’s banking information.

With Luxe, Lin and Lee formerly built an on-demand valet service, and I was curious what they gained from that experience and how that impacted their method to Pinwheel. When it comes to constructing important business, Lee stated that the huge difference was comprehending what works and what does not. “Specific companies are simply favorable to better others versus results,” he stated. He kept in mind that compared to an on-demand service like Luxe, Pinwheel’s API play was not as capital intensive, had actually limited marginal costs, and it’s a pure innovation play, making it much easier to develop worth for the start-up.

Another change: the team moved from San Francisco where Luxe was headquartered to New York City, where Pinwheel is based.

In the company’s existing lineup, Lin acts as CEO, Basu as CTO, and Lee is executive chairman. Lee is likewise a venture partner at NYC-based Primary Venture Partners.

In addition to Preliminary and Upfront, Wonder Ventures took part as did angels such as Adam Nash, the former CEO of personal financing manager Wealthfront and Mike Vaughan, former COO of payment app Venmo.

Article curated by RJ Shara from Source. RJ Shara is a Bay Area Radio Host (Radio Jockey) who talks about the startup ecosystem – entrepreneurs, investments, policies and more on her show The Silicon Dreams. The show streams on Radio Zindagi 1170AM on Mondays from 3.30 PM to 4 PM.