Cannabis technology firm HERB has raised $4.1 million in seed funding led by Lerer Hippeau Ventures along with Liquid 2 Ventures, which counts National Football League Hall of Fame quarterback Joe Montana among its general partners.

Lerer Hippeau has previously invested in Buzzfeed, and were announced in April as leaders of a $3 million seed round for cannabis e-commerce startup LeafLink.

“With the trend quickly leaning toward national or even global legalization, we think it will be imperative that there is a reliable source of educational content, which will ensure that cannabis consumers are well-informed about the benefits as well as the risks of using the plant,” said Montana in a press release.

Matt Gray, founder and CEO of HERB, called the seed round “a monumental moment” for the company and “a testament to the shift of public view on the cannabis industry.”

“As we usher in a new and diverse demographic of cannabis consumers, investors are seeing the value in the cannabis industry and importance of having a reliable technology platform to educate and inform consumers,” he said in a statement.

According to the release, HERB will soon unveil new features for the platform, which currently provides cannabis-related content and information.

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