Crowdfunding service Indiegogo recently raised $40m in VC funding to fuel its ambition to compete with Kickstarter around the world. It wasn’t done with investment though: yesterday the company announced new money from some prominent figures in the tech world: Sir Richard Branson, PayPal co-founder Max Levchin, Google’s Megan Smith and Yahoo, and Visa board member Maynard Webb, along with other individuals from the VC world. Funding from a small crowd, you could call it. “We launched Indiegogo so everyone in the world would have the ability to fund their dreams. Six years later we are very grateful to attract these incredible operators as investors and advisors to help accelerate our vision,” said CEO Slava Rubin in a statement. Indiegogo says it currently attracts more than 12m monthly visitors to its website, and has hosted more than 200,000 campaigns – more than Kickstarter’s 147,000+ although the latter company remains a more recognised figurehead for crowdfunding.

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