Raises $800,000, the New York-based company that endeavors to personalize users’ web experiences, today announced that it has raised $800,000 from  Blumberg Capital, ff Asset Management, Scott Becker, Don Hutchison, Jeffrey Greenblatt and Jon Axelrod.

The site invites users to prioritize their reading according to their expressed interests. An interest — Philadelphia, for example — can be classified on a spectrum from “Most” interesting to only “Somewhat” interesting. The program uses that information and incorporates users’ reactions to stories to further optimize users’ reading habits.

The company says it will use the funding to hire new staff and “increase its sales efforts.”

Blumberg Capital is based in San Francisco and counts, BringIt and Carwoo among its investors. ff Asset Management has offices in New York and New Jersey and invests in AdSide,, Betterworks and other companies.

mtaylor [at] | @mbrookstaylor Raises $800,000