Filling out forms online and on mobile can be a tedious and bug-ridden — yet annoyingly necessary — experience. Today, a startup called Typeform has raised a significant round of capital to help fund its mission to change all that, with a platform that the startup claims gets its customers much better results because the interactive experiences created on it are more intuitive and thus easier to engage with.

The startup, based out of Barcelona, is today announced a Series B of $35 million led by General Atlantic as it drives deeper into international markets, specifically the US; and expands its tools for developers with more analytics and artificial intelligence features to personalise the experience more. Along with the funding and in keeping with this platform focus, the company today is also announcing a new portal for developers.

“We are proud to be the first company to transform the online data collection space by creating conversational forms. But now we’d like to take things further,” said Robert Muñoz, co-CEO and cofounder of Typeform, in a statement, who believes that Typeform is playing a role in “bridging the gap between data collection and customer interaction.”

This round also included participation from Index Ventures, Point Nine, and Connect Ventures, all previous backers. The valuation is not being disclosed but in its last round of around $15 million two years ago, Typeform was valued around $70 million post-money, David Okuniev, Typeform’s other cofounder and CEO, said in an interview. He added that this latest round was an “upround” and its valuation has grown. (I’m asking around to see if I can get a more current number and will update when and if I learn more.)

Other notable investors in Typeform include Anthony Casalena, CEO of Squarespace; Javier Olivan, VP of growth at Facebook; and Jay Parikh, Facebook’s VP of engineering.

It sometimes happens that the most successful startups are founded in response to an enterpreneur’s frustration with an existing product or service. And so it was the case with Typeform. Co-founders Muñoz and David Okuniev are both designers — specifically with focuses on interaction, UX, and UI — and were running their own agencies back in 2011, when they found themselves working jointly on a single brief (for a toilet company of all things).

When the client asked for a new form to help pick up new business leads and more customer data, the pair were unable to find any suitable online templates or platforms that would not only get users to fill out their information with reliable regularity (no pun intended to the toilet company) but provide details that could be used for sales in the future.

“We felt there was a lack of attention given to engaging users in the first place,” Okuniev said, who added that the interaction that had been invented for forms…