Ribbon raises £200k pre-seed led by RLC Ventures to help product teams interview their users

Investors in this round: RLC Ventures, MMC Ventures, Next Round Ventures

User research platform Ribbon has secured £200k in a pre-seed funding round from investors including, RLC Ventures, MMC Ventures and a group of London based angel investors. Ribbon has been launched by solo-founder Axel Thomson, to help product managers, product designers and user researchers build better digital products by making it easy to connect with and interview your own users.

Digital product teams are always aiming to understand how the products they build are perceived by their users, and how they can improve their product offerings. To gather feedback from users, teams traditionally have had to recruit research participants themselves, or pay for access to panels of ‘professional testers’.

Ribbon makes the process of interviewing users simple for product teams by letting them recruit and start interviews with people who are actively browsing their website. By using the Ribbon integration on their websites, product teams can start video interviews with the click of a button, and a participant will be automatically recruited from their own website within minutes. This means teams no longer need to go through the process of manually recruiting users, or outsource recruitment of participants to agencies with testing panels.

This new approach of recruiting and interviewing users as they are actively using a product  provides a wide range of benefits, making it possible to quickly start conversations with users when their experience of a product is still fresh in their memory. By removing a lot of the existing barriers to setting up user interviews, Ribbon makes it easier for product teams to continuously gather feedback and insights from users, and help them make better product decisions as a result.

Ribbon is already live and is working with companies to quickly improve the platform through its early access programme. It will use this funding to further expand this programme and continue to invest in making it easier for companies to continuously do user research through the platform.

Founder Axel Thomson, originally from Stockholm, Sweden, is a previous product manager with experience building products at high growth scale-ups. Before founding Ribbon, Axel was a product manager at UK-based ‘unicorn-valuation’ startup Gousto, where he led a product team focused on improving the user experience of Gousto’s mobile and web applications.

Axel Thomson, Founder and CEO of Ribbon, says: “It has never been easier to start building and publishing your own software. But to be sure they’re building something useful, product teams of all sizes need to continuously keep talking to their users to understand what they want and how their products can be improved. Yet, for most product teams, user interviews can take days to set. Ribbon aims to change that by making it super simple for digital product teams to start user interviews directly from their products through one simple integration.”

Dele Akinyemi, Investor at MMC, comments: “Despite being recognised as one of the most valuable tasks in the product development process, teams often struggle to conduct user research with consistency at scale. We’re excited about the role well-tooled research teams have in the future of software and feature-development, and believe Axel and the Ribbon team have the vision to create a new standard in scalable user research and empirical, customer-led product improvement.”

Reece Chowdry, Founding Partner at RLC Ventures, comments: “We are delighted to be backing Axel at the very beginning of the Ribbon journey. The opportunity within the product analytics market is massive, and growing fast. As more and more businesses require the tools to draw richer and deeper insights from their users, Ribbon will be strongly placed to capitalise on this opportunity.”


Ribbon raises £200k pre-seed led by RLC Ventures to help product teams interview their users

Ribbon raises £200k pre-seed led by RLC Ventures to help product teams interview their users

By RLC Ventures29 Mar 2021