The company’s software-as-a-service aims to serve companies that rely on people they don’t manage directly. The software allows users to collaborate around specific actions and receive incentives for their participation, CEO and co-founder George Elfond said. Customers so far include The American Israel Public Affairs Committee, which is using the service to encourage college students to collaborate on lobbying initiatives, and Burger King, which plans to use Rallyware to encourage collaboration among franchise owners.