# Trapit

> Trapit began as an AI powered personalized news reader spun out of SRI International. After testing its discovery engine with millions of readers, it sold curation tools to publishers and marketers, closed its free consumer app, and merged with Addvocate to help companies find useful stories that employees could share through their own social accounts.

- **Founded:** 2010
- **Headquarters:** San Francisco, United States
- **Founders:** Gary Griffiths (Co-founder and founding CEO), Henry Nothhaft Jr. (Co-founder and chief product officer; later CEO)
- **Products:** Trapit personalized news reader, Publisher Suite, Content Curation Center, Trapit employee advocacy platform
- **Notable:** Selected as a 2012 SXSW Accelerator finalist in the Most Innovative Web Startup category., Reported more than 10 million users of its free discovery app by its December 2014 merger announcement., Released a combined content discovery and employee advocacy product in April 2015.

## Products & services

- **Trapit personalized news reader** — A free web and iPad service that created topic based 'traps' and learned from each reader's feedback; the free apps were closed in 2014.
- **Publisher Suite** — Tools for publishers and brands to create personalized content experiences using their own material and Trapit's curated external sources.
- **Content Curation Center** — A business application for content discovery, selection, analysis, and delivery for marketers.
- **Trapit employee advocacy platform** — A combined platform for curators to recommend external stories and for employees to personalize, schedule, and share them, with reporting for managers.

## Achievements

- Selected as a 2012 SXSW Accelerator finalist in the Most Innovative Web Startup category.
- Reported more than 10 million users of its free discovery app by its December 2014 merger announcement.
- Released a combined content discovery and employee advocacy product in April 2015.

## Latest updates

- **2014-12** — Trapit and Addvocate announced a merger and the first closing of a $10 million Series B.
- **2015-03** — Henry Nothhaft Jr. became CEO and the combined company adopted the Trapit name.
- **2015-04** — Trapit released its combined employee advocacy and social selling platform.

## Links

- Website: https://trap.it/
- LinkedIn: https://www.linkedin.com/company/trapit-inc
- Twitter/X: https://twitter.com/trapit

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Profile page: https://yespress.io/trapit
Published by YesPress — https://yespress.io
Last updated: 2026-09-29