CircleUp, a fundraising platform for consumer product companies, has raised $7.5 million in a Series A funding round led by Union Square Ventures and joined by Google Ventures, Maveron and Rose Park Advisors.

CircleUp is an equity-based crowdfunding site based in San Francisco. Founded in 2011 by ex-private equity professionals Ryan Caldbeck and Rory Eakin, CircleUp helps connect high-growth consumer companies with investors. Unlike traditional crowdfunding sites such as Kickstarter, CircleUp allows investors to receive equity in return for their investment. On the site, investors are able to find investment opportunities as well as diligence materials such as investor presentations, financials, product details, industry information and third-party data.