The people
What they build
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Working at Unata
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On the TechTO stage
Applying Product Mentality to Everything in Your Company
Watch on YouTube ↗
From Idea to Exit: What I've Learnt Matters Most
Watch on YouTube ↗Every talk is searchable — ask the archive about Unata ↗
About
Unata sold grocers their own branded e-commerce and digital marketing experience rather than a delivery app. Chris Bryson founded it in 2011 and, as he told the TechTO stage in March 2018, grew it over seven years to profitability while 'almost no investor wanted to touch' it. Instacart announced the acquisition on 16 January 2018; Unata initially continued as an independent subsidiary with Bryson as CEO and its Toronto headquarters intact. The brand no longer operates on its own — unata.com now redirects to Instacart's enterprise platform page, and Bryson has since founded NS/TX Industries.
Backers
Largely bootstrapped — Bryson said on the TechTO stage that almost no investor would touch it. TechCrunch reported US$2.7M raised in total before the Instacart acquisition; individual backers not verified.
Quick answers
What did Unata do?
It built white-label digital grocery storefronts — branded websites, mobile apps, personalized e-flyers, loyalty programs, coupons and voice ordering — for North American grocery chains, powering 1,300+ store locations by the time Instacart acquired it.
Who founded Unata?
Chris Bryson, in Toronto in 2011. He remained CEO through the January 2018 Instacart acquisition and now runs NS/TX Industries.
What happened to Unata?
Instacart acquired it on 16 January 2018 for a reported US$65M. It ran at first as an independent Toronto subsidiary, and the technology was absorbed into Instacart's enterprise platform; unata.com redirects there today.