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Tom Gardiner and Harry Marshall founded Trevor.io in 2016 as a no-code business intelligence platform to help data-less people perform analysis of their internal data. This business was strong, but customers increasingly began to demand that the company access the same tools for their data that they encountered.
Gardiner told TechCrunch that the company initially resisted calls to build a new product and remained face-to-face and focused on its internal data tool. The demand quickly became too great to ignore, Gardiner said.
“Bigger and bigger companies started knocking on our doors to the point where we said, ‘OK, we need to kind of explore this,’” Gardiner said.
The result is a company called Embeddable, which is building a toolkit for developers to create interactive, custom, customer-facing analytics dashboards without programming. These can be created using a library of user-contributed templates, and are not unlike Notion or Airbyte’s community-driven approach.
Gardiner, co-founder and CEO of Embeddable, said his company is not looking to help companies go from zero to one with their data analytics, but instead seeks to help customers with existing analytics find scale. Embeddable wants to help these companies build analytical dashboards faster, but leaves the presentation and design up to them, similar to game software tools like Unity and Unreal Engine, he said.
“It doesn’t take away their creativity, it just gives them the ability to build it the way they want, and gives them all these kind of tools, and that’s what we did with Embeddable,” Gardiner said.
The company is still developing the technology. Embeddable Developer is currently in private beta and selects each client they work with. More than 800 companies have applied to work with Embeddable since it opened that beta in December 2023, and the startup has accepted fewer than 100, said Marshall, co-founder and COO.
“We had them review this app at every company we work with, and then contacted them to talk about their requirements,” Marshall told TechCrunch. “The vast majority of companies, we turn them down. We focus on that core developer experience. We really optimize for companies whose requirements match what we do.
This strategy has worked so far, and Embeddable is signing over $100,000 in new revenue each month and preparing to expand.
The London-based company has just raised a €6 million ($6.29 million) seed round led by OpenOcean with participation from Four Rivers and Techstars, among others. The new funds will be used to build the company’s team and provide resources to build more corporate models and new growth strategies.
Gardiner said the majority of the company’s growth to date has been through SEO and search engines as people look for alternatives to replace legacy players in the industry like Tableau and Microsoft’s Power BI. Although they enjoy having tight control over who has access to the product, they know that this model limits Embeddable’s growth.
“We kind of support you in the sense that if you want to connect your database, we should help you with that, or if you want to invite a user, we should help you with that, because in the end, we haven’t prioritized those things,” Gardiner said. Because we were prioritizing things that really add value.” “But obviously, for the self-service movement, you have to be able to sign yourself up.”
The company hopes to be able to open a public registration system for its technologies by the end of next year. Embeddable is also working to give the end customer greater ability to self-service and customize their own experience, which they hope to roll out in the first quarter.
“We literally have people moving from Looker, to us, from Tableau, from GoodData, those kind of big names,” Gardiner said. “People come to us weekly, which is really interesting, and we never thought we would gain clients from these really big people.”
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