Apps catering to frontline workers are seeing a surge of interest in the market these days, as businesses finally start to wake up to using tech to better connect with these employees, and investors eye up an interesting and new growth opportunity in enterprise IT.

Blink’s particular approach has been to try to create a user interface, and functionality, that caters both to asynchronous activities as well as real-time information, the idea being that front-line workers are most likely not going to be looking at the app continuously throughout the day, so the priority for making sure important things surface when they do is especially higher.

Blink was founded in London — where it has found strong traction with metropolitan bus networks and the NHS (where thousands of frontline workers in clinical and nonclinical roles are on Blink).

Now Blink is HQ’d in New York in an attempt to focus on the U.S. market. There are an estimated 2.7 billion people working on the front line according to the company, so there’s a fair amount of room for growth despite an increasingly competitive landscape with well-funded projects like Justworks, Workplace from Meta and When I Work.