Carta is a financial technology startup that provides a comprehensive platform of software and services designed to streamline and simplify the fundraising process for businesses. The company's primary market includes startups, venture capitalists, and private equity firms.

Carta's business model is centered around providing a suite of tools and expert services that make fundraising journeys faster, easier, and more cost-effective. The platform helps businesses manage their assets, automate their back office operations, and gain valuable insights into their portfolios. It also provides support for audit and tax matters, valuations, and fund formations.

One of the key features of Carta's platform is its ability to take the guesswork out of compensation. It does this by providing access to robust data sets and real-time market intelligence powered by machine learning. This allows businesses to make informed decisions about compensation, which can be a complex and time-consuming process.

Carta also simplifies equity sales for employees, stakeholders, and investors. This is a crucial service as it can be a complex and time-consuming process to manage equity sales without the right tools and expertise.

The company generates revenue by charging its clients for access to its platform and services. The pricing likely varies based on the size of the client and the level of service required.

In summary, Carta is a fintech startup that provides a comprehensive suite of tools and services designed to simplify and streamline the fundraising process for businesses.

Keywords: Fintech, Fundraising, Equity Sales, Asset Management, Back Office Automation, Portfolio Insights, Compensation Data, Market Intelligence, Machine Learning, Financial Services.