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Integris CEO Kristina Bergman. Photo via Integris.

Seattle startup Integris Software has raised another $10 million to help companies manage personal information data and meet compliance mandates like GDPR.

Founded in 2016, Integris uses machine learning and other technology to map a company’s sensitive data, apply regulatory obligations, and automate actions such as encryption or deletion. Consumer data protection has become an important topic as of late with new mandates including GDPR, the EU law that went into effect this year, and the passage of AB-375 in California last month.

Integris CEO Kristina Bergman said when companies prove adherence to regulations and contracts, they can manage risk and avoid losing consumer trust.

“Companies want to be known for how they serve their customers, not for how they misuse their customers’ data,” she said. “Integris is in a unique position to help companies unlock the value of organization’s data while helping them stay in compliance with important legal mandates.”

Bergman said survey-based approaches and repurposed security tools can’t find sensitive customer information that is often difficult to locate. Some customers use Integris to help manage data acquired through a M&A transaction or a data-sharing agreement with an external third party, for example.

“Even something seemingly innocuous like food preferences of ‘Kosher’ or ‘Halal’ may be deemed highly sensitive in the EU because it can indicate someone’s religion,” she explained. “Our machine learning technology is preconfigured to find this exact kind of data.”

Bergman, previously a principal at Ignition Partners and a manager at Microsoft, co-founded Integris with long-time tech executives Uma Raghavan and Raghu Gollamudi. The company employs 12 people and plans to hire another 30 employees as a result of the new investment.

Aspect Ventures led the $10 million round, which included participation from Workday Ventures, Madrona Venture Group and Amplify Partners. Total funding to date is $13 million.

“We invested in Integris because they were the only company that had the technology to operate at the scale and level of automation required to support a successful compliance strategy,” Mark Kraynak, partner at Aspect Ventures and new Integris board member, said in a statement.

Integris competes with fellow Seattle-area privacy startup Prifender, which raised $5 million last month. BigID, which raised $30 million in June, is another competitor.

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