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SAN FRANCISCO—Be My Eyes, the mobile app that allows anyone to assist visually impaired people through live video calls, has raised $2.8 million in Series A funding. The investment allows the company to further develop its unique “purpose and profit” business model while keeping the visual support service free and unlimited for all visually impaired users. The round, led by Cultivation Capital, also welcomed new board members Paul Weber of Cultivation Capital, and Michael Buckley, an angel investor and former vice president of global communications at Facebook.

Be My Eyes has previously been backed by angels and investment funding from the likes of Singularity University, the founders of Zendesk and the LightHouse for the Blind and Visually Impaired in San Francisco.

Be My Eyes calls up a real person, on demand, to describe what’s in front of a blind user’s camera. Initially supported entirely by volunteers, Be My Eyes recently announced that it would begin partnering with companies to provide expert-level support through a new feature in the app, Specialized Help.

Microsoft signed on as Be My Eyes’ first video support partner in 2018, followed by Google, Lloyds Banking Group, and Procter & Gamble, who now all provide video customer support to the BME community, which spans more than 175 countries. Companies can provide Specialized Help globally or by region, and support services are free to Be My Eyes users.