His sister, Alexa Hirschfeld, 29, liked the idea. She left her job in television news and they began working on the startup together. The company has raised $12.3 million from venture capitalists. It expects to be profitable this year and predicts revenue will nearly double. It has about 2 million active users, and about 40 million people have either received a card, have a Paperless Post account or downloaded the iPhone app, they said.
The siblings never expected to print paper cards, hence the name. So now that Paperless Post is no longer paperless, will they change the name? When asked, the Hirschfelds both laugh nervously. James Hirschfeld says, ‘‘Awkward!’’
‘‘We like the name Paperless Post,’’ says Alexa Hirschfeld.
‘‘So we’re going to have to make it work,’’ says James Hirschfeld, finishing her sentence. ‘‘The name is here to stay.’’
—Crane & Co. on Paperless Post: http://www.paperlesspost.com/crane
—Paperless Post: http://www.paperlesspost.com/
— Crane & Co.: http://www.crane.com/
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