Tom Gardiner and Harry Marshall founded Trevor.io in 2016 as a no-code business intelligence platform that enables people without data to perform analytics on internal data. While its business was strong, customers increasingly asked the company for access to the same tools for customer-facing data.
Gardiner told TechCrunch that the company initially resisted calls to build new products, keeping its head down and focusing on internal data tools. But soon the demand became too great to ignore, Gardiner said.
“Bigger companies started knocking on our door and were like, 'Okay, we need to look into this,'” Gardiner said.
As a result, a company called Embeddable was born. The company is building a developer tool kit for building interactive, customized, customer-facing data analytics dashboards without coding. These can be built using a library of user-contributed templates, similar to the community-driven approach of Notion and Airbyte.
Gardiner, co-founder and CEO of Embeddable, says his company's goal is not to help companies go from zero to one with data analytics, but rather to help customers leverage their existing analytics. The aim is to help the company expand its scale. Embeddable wants to help these companies build analytical dashboards faster, but like with gaming software tools like Unity and Unreal Engine, he wants to leave the presentation and design up to them. said.
“It doesn't take away creativity; it just gives them the power to build the way they want and gives them all those tools. And that's what we've done with Embeddable,” Gardiner said. Ta.
The company is still building the technology. Embeddable Developer is currently in private beta and we are hand-picking all the customers we work with. Since launching the beta in December 2023, more than 800 companies have applied to partner with Embeddable, which the company has accepted, according to co-founder and chief operating officer Marshall. There were fewer than 100 companies.
“We asked all the companies we work with to submit this application and then we had a phone call to discuss their requirements,” Marshall told TechCrunch. “We turn away the vast majority of companies. We focus on this core developer experience. We optimize for companies whose requirements align with our business. ”
The strategy has worked so far, with Embeddable generating over $100,000 in new revenue each month and preparing to scale.
The London-based company just raised €6 million ($6.29 million) in a seed round led by OpenOcean with participation from Four Rivers and Techstars, among others. The new funding will be used to strengthen the company's team and put resources into building more templates and new growth strategies for the company.
Gardiner said much of the company's growth so far has come from SEO and search engines, as people look for alternatives to the industry's legacy players like Tableau and Microsoft's Power BI. And while we enjoy having firm control over who has access to our products, we also know that this model limits Embeddable's growth.
“We're helping you in the sense that if you want to connect to a database, we need to help you do that, or if you want to invite users, we have to help you do that.” Because at the end of the day, we've been prioritizing things that really add value, and we've not prioritized those things,” Gardiner said. “But obviously, if it's self-service, you need to be able to sign up yourself.”
The company hopes to be able to open a public registration system for its technology by the end of next year. Embeddable is also working on providing more capabilities for end customers to self-service and customize their own experiences, which they hope to roll out in the first quarter.
“We literally have people moving from Looker to us, from Tableau, from GoodData, for example, to these kinds of large companies,” Gardiner said. “People are moving to us every week, which is really interesting. We never thought we'd already have customers from these big companies.”