Embedded data analytics startup Embeddable is still picking up its customers despite strong demand

Tom Gardiner and Harry Marshall founded Trevor.io in 2016 as a code-free business intelligence platform to help non-data people run analytics on their internal data. That business has been strong, but customers are increasingly asking the company to access the same tools for their customer-facing data.

Gardiner told TechCrunch that the company initially resisted calls to build a new product and stayed grounded and focused on their internal data tool. But soon the demand became too great to ignore, Gardiner said.

“Big, big, big companies started knocking on our doors to the point where we said, OK, we need to check this out,” Gardiner said.

The result was a company called Embeddable, which created a toolkit for developers to create interactive, customizable, customer-facing data analytics dashboards without coding. These can be built using a library of user-contributed templates, not unlike Notion or Airbyte’s community-driven methods.

Gardiner, Embeddable’s founder and CEO, said his company is not looking to help companies go from zero to one by analyzing their data but rather to help existing analytics customers find scale. Embeddable wants to help these companies build these analytics dashboards quickly but leave the presentation and design to them, similar to gaming software tools like Unity and Unreal Engine, he said.

“It doesn’t take away creativity, it just empowers them to build it the way they want, and it gives them all those kinds of tools, and that’s what we’ve done with Embeddable,” Gardiner said.

The company is developing technology; Embeddable Developer is currently in private beta and handpicks each customer he works with. More than 800 companies have applied to work with Embeddable since it opened beta in December 2023, and the startup has accepted less than 100, said Marshall, founder and COO.

“All the companies we work with, we’ve had them study the program and then we’ve gotten them on the phone to talk about what their needs are,” Marshall told TechCrunch. “Most of the companies, we fire them. We focus on this core engineering task. We work for companies that have needs that 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 scale.

The London-based company recently raised a 6 million euro ($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 put resources into building additional corporate templates and new growth strategies.

So far, most of the company’s growth has been in SEO and search engines as people look for alternatives to legacy industry players like Tableau and Microsoft Power BI, Gardiner said. And while they’re happy to have a firm grip on who has access to the product, they know this model limits Embeddable’s growth.

“We hold your hand in such a way that if you want to connect your website, we have to help you with that, or if you want to invite a user, we have to help you with that, because in the end, we didn’t prioritize those things, because we prioritized things that add value,” said Gardiner. “But obviously, to do it yourself, you need to be able to register.”

The company hopes to be able to open a general registration system for its technology by the end of next year. Embeddable is also working to give end customers more ability to automate and customize their experience, which they hope to roll out in Q1.

“We have people coming from Locker, coming to us, from Tableau, from GoodData, like these kinds of big names,” Gardiner said. “People flock to us every week, which is really exciting, and we never thought we’d get clients from these great people.”