Catalog Raises $1.5M To Help SMBs Create Content

At Google as Global Product Lead for advertiser retention, Patrick Ip observed that small and medium businesses could not afford high‑priced content creation agencies, which limited their ability to run effective display ads and contributed to churn on Google AdWords.

Ip and co‑founder Jacobo Lumbreras left Google to build Catalog, a software platform that matches SMBs with photographers, handles logistics and usage rights, and charges per photo rather than long‑term contracts, enabling affordable, on‑demand content.

Raised $1.5M seed funding, launched platform serving SMBs in fashion/beauty/lifestyle, built a 15‑person team and established a per‑photo pricing model.

Traditional agencies charged hefty fees that were prohibitive for small businesses.

Founders had direct exposure to the problem through their work at Google, giving them credibility and insight.

The platform model allowed scalable matching of supply and demand while providing photographers with steadier work.

Identifying a specific pain point from personal experience can guide a startup solution that addresses affordability and scalability for underserved markets.

With the $1.5M seed round led by Techstars, Moonshots Capital and Luma Launch, Catalog grew to a 15‑person team, focused on the fashion, beauty and lifestyle sectors, and gave photographers a steadier stream of monthly content projects. The company plans to use the funding to expand its team and further strengthen its matching software.