Near Field Communication technology, or NFC, is starting to be embraced in commercial products everywhere, from the Apple Watch to customer loyalty keychains.

For Seattle startup GoToTags, it’s an adoption wave that’s just too big to pass up.

The company, which launched as a one-stop-shop for NFC services back in 2011, announced on Thursday it has raised $300,000 as it looks to expand its sales and marketing teams to match the unprecedented demand.

NFC lets two devices communicate by bringing them close to one another. While most people have seen it used in smartphones for things like tap-to-pay features, the technology has ranging applications for virtually every industry, from tracking inventory in stores to voting systems.

GoToTags got started by selling NFC devices from its online store, buynfctags.com. It has since expanded into an end-to-end provider of hardware and software for anyone trying to deploy Internet of Things technology with NFC, from museums that let people tap to learn more to NFC-powered medical records.

The company said it originally raised closer to $1 million, but it decided to take just $300,000 so it could continue to grow frugally.

“We have always run a profitable business and will continue to do so,” said Craig Tadlock, founder and CEO of GoToTags. “The plan is to expand our presence in the IoT market on a disciplined budget.”