A weekly roundup of L.A. tech company and product launches.

StartEngine: Santa Monica accelerator StartEngine is taking advantage of new Securities and Exchange Commission rules for selling shares to the public by launching a crowdfunding platform named StartEngine Crowdfunding. The first companies raising money through the platform are car maker Elio Motors of Phoenix and mobile game publisher Xreal of Santa Monica.

Related: Capital Gain?

Kadenze: L.A.’s Kadenze, an arts-focused online learning website, launched. Students can use the platform for online courses from university professors the world over. It is free for students to watch video lessons and participate in forum discussions, but the website charges for submitting assignments, grading tests and receiving college credit.

eSalon: Online hair product site eSalon of Culver City launched an algorithm-driven hair product matching feature on its website to help consumers find the right mix of shampoo, conditioner and styling products. Through customizable products and by streamlining its business online, eSalon reported $17 million in revenue last year.

Related: Online Vendor Aims to Click In Europe

FocusMotion: Smartwatch software development company FocusMotion of Los Angeles helped Fitocracy of New York add motion recognition features to its workout app, such as counting sit-ups and arm curls. The app also counts calories and distances run.

Instacart: San Francisco’s Instacart launched a grocery delivery partnership with Smart & Final of Commerce. Smart and Final shoppers can use the app to order groceries and have the delivered anywhere in Los Angeles and San Francisco.

Swipefin: Expense tracking app Swipefin of Los Angeles launched. The app takes pictures of receipts and catalogs them for later business expense accounting. Navigation through the app is done via swiping across the screen, much like the feature on Tinder.

Technology reporter Garrett Reim can be reached at greim@labusinessjournal.com. Follow him on Twitter @garrettreim for the latest in L.A. tech news.

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