Pinterest acquires Jelly, a Q&A startup created by Twitter co-founder Biz Stone

Pinterest said Wednesday that it is acquiring Jelly, a search engine that lets users ask questions and crowdsource answers.

The San Francisco tech firm declined to disclose the price of the acquisition but said the move will help fuel Pinterest’s efforts in visual search.

In February, the visual bookmarking site said it was testing a new feature called “Lens” that brings users to a list of recommended ideas or similar images once they snap a photo of an item in real life using the Pinterest app.

Jelly was created by Biz Stone, Twitter’s co-founder, and Ben Finkel.

Stone will join Pinterest as a special adviser to co-founder and Chief Product Officer Evan Sharp. Finkel will become part of Pinterest’s growth product team.

“The Jelly team’s approach to an exploratory search powered by a mix of technology and human curation is closely aligned with our own vision,” said Sharp in a statement. “The addition of Biz Stone to the team, who’s one of the great product thinkers and creators of our time, will move us closer to our mission of building a product that helps people around the world discover and do what they love.”

Stone was also one of Pinterest’s early investors and said in a blog post that the missions of both companies are similar.

“The more we talked, the more we realized we had the same interest in re-imagining search,” he wrote.

Jelly has fewer than 10 employees and Pinterest said it’s discussing what will happen to the rest of the team.

Pinterest said it purchased some of Jelly’s assets but not all of its technology as part of the deal. The Q&A service is still being maintained while Pinterest evaluates its future.

Photo: A sign at the new headquarters for Pinterest is photographed June 28, 2016, in San Francisco, Calif. (Karl Mondon/Bay Area News Group)


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