Embedded data analytics startup Embeddable, co-founded by Tom Gardiner and Harry Marshall, continues to handpick its customers despite a surge in demand. The London-based company, born out of a pivot from Trevor.io, focuses on helping businesses scale their existing customer-facing data analytics with a no-code developer toolkit.
Gardiner and Marshall initially launched Trevor.io in 2016 as a no-code business intelligence platform for internal data analysis. While successful, repeated customer requests for external-facing analytics tools eventually pushed them to explore new territory. Embeddable now offers developers tools to create interactive, customized dashboards using a library of templates contributed by users, much like Notion or Airbyte’s community-driven approach.
Gardiner, now Embeddable’s CEO, explains that the platform doesn’t aim to build analytics from scratch but instead supports companies in scaling their analytics capabilities. Drawing parallels to gaming tools like Unity and Unreal Engine, Embeddable focuses on giving users control over the presentation and design while speeding up the development process.
Since opening its private beta in December 2023, Embeddable has seen over 800 applications but has selectively partnered with fewer than 100 companies. Co-founder and COO Harry Marshall describes their rigorous onboarding process as essential to ensuring alignment with their core developer experience. “We’ve turned away the vast majority of companies,” Marshall said. “We’re optimizing for requirements that match what we do.”
This selective strategy has not hindered growth. Embeddable generates more than $100,000 in new monthly revenue and recently raised €6 million ($6.29 million) in a seed round led by OpenOcean, with additional backing from Four Rivers and Techstars. The funds will fuel team expansion, the development of new templates, and growth initiatives.
Much of Embeddable’s current traction stems from SEO-driven inbound traffic, as companies seek alternatives to legacy tools like Tableau and Microsoft Power BI. However, Gardiner acknowledges that the tight control over onboarding and support limits scalability. Plans are underway to implement a self-serve model by late next year, with additional customization options for end users set to roll out in Q1.
Despite its early stage, Embeddable is already drawing customers away from major players such as Looker, Tableau, and GoodData. “People are moving over to us on a weekly basis,” Gardiner noted. “We never thought we’d be winning customers from these big guys so soon.”
Featured image courtesy of embeddable.com
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