Embeddable Analytics Startup Still Selective with Customers

The Evolution of Trevor.io into Embeddable

Trevor.io, established in 2016 by Tom Gardiner and Harry Marshall, began as a no-code business intelligence platform. Its initial focus was empowering individuals without extensive data expertise to perform analyses on their internal data resources.

Despite a successful initial trajectory, the company encountered a growing demand from its user base. Customers began requesting access to similar tools, but specifically for their customer-facing data sets.

Initial Resistance and Shifting Focus

Gardiner revealed to TechCrunch that the team initially hesitated to divert resources towards developing a new product. They remained committed to refining their existing internal data analysis tool.

However, the persistent and increasing requests ultimately proved too significant to disregard. Gardiner stated that the demand prompted a reevaluation of their strategic direction.

Introducing Embeddable: A Developer Toolkit

This shift in focus led to the creation of Embeddable, a developer toolkit designed for building interactive and customized data analytics dashboards. Crucially, this is achieved without requiring traditional coding skills.

The platform leverages a library of templates contributed by its user community. This approach mirrors the collaborative development models seen in platforms like Notion and Airbyte.

Scaling Existing Analytics, Not Starting From Scratch

Gardiner, who also serves as Embeddable’s CEO, clarified that the company’s aim isn’t to assist businesses in establishing data analytics capabilities from the ground up.

Instead, Embeddable focuses on enabling companies with existing analytics infrastructure to achieve greater scalability. The goal is to accelerate dashboard creation while granting users full control over presentation and design, akin to tools like Unity and Unreal Engine.

Empowering Creativity Through Powerful Tools

“Our intention is not to stifle creativity,” Gardiner explained. “We aim to provide the necessary tools for users to build precisely what they envision, offering them the power and flexibility they require.”

Exclusive Beta and High Demand

Currently, Embeddable Developer is in a private beta phase. The company is meticulously selecting each customer with whom it collaborates.

Since the beta program launched in December 2023, over 800 companies have expressed interest. However, Embeddable has accepted fewer than 100, according to Marshall, the co-founder and COO.

A Selective Approach to Customer Onboarding

“We require all interested companies to complete a detailed application and participate in a consultation to assess their specific needs,” Marshall shared with TechCrunch.

“The majority of applicants are not selected, as we are prioritizing a focused developer experience and optimizing for companies whose requirements align with our capabilities.”

Rapid Revenue Growth and Expansion Plans

This selective strategy has yielded positive results. Embeddable is currently generating over $100,000 in new monthly revenue and is preparing for a period of accelerated growth.

Seed Funding to Fuel Development

The London-based company recently secured €6 million ($6.29 million) in seed funding. This round was led by OpenOcean, with participation from Four Rivers and Techstars.

These funds will be allocated to expanding the company’s team and investing in the development of additional templates and new growth initiatives.

Leveraging SEO and Challenging Industry Leaders

To date, much of Embeddable’s growth has been driven by SEO and organic search traffic. Users are actively seeking alternatives to established players like Tableau and Microsoft’s Power BI, Gardiner noted.

While the company has benefited from a controlled access model, they recognize that this approach inherently limits their potential for expansion.

Transitioning to a Self-Service Model

“Currently, we provide a high level of support for tasks such as database connection and user invitation,” Gardiner explained. “This is because we haven’t prioritized these features, focusing instead on delivering core value.”

“However, a self-service model necessitates the ability for users to independently sign up and manage their accounts.”

Future Roadmap: General Availability and Enhanced Customization

Embeddable anticipates launching a general sign-up system for its technology by the end of the following year. They are also developing features to empower end-users with greater self-service and customization options, planned for release in Q1.

Gaining Traction Against Established Competitors

“We are witnessing a consistent influx of users migrating from platforms like Looker, Tableau, and GoodData,” Gardiner stated. “This is a remarkable development, and we hadn’t anticipated winning customers from these industry giants so quickly.”