Ribbon Technologies secures £200k Pre-Seed investment from MMC Ventures, RLC Ventures and a group of angel investors

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Ribbon raises £200k pre-seed to help product teams interview their users

User interviewing platform will help product and user research teams get to know their users and build better products

London, 25th FEBRUARY 2021: User research platform Ribbon has secured £200k in a pre-seed funding round from investors including, MMC Ventures, RLC 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.”

Media Contacts

Axel Thomson, CEO & Founder, Ribbon, [email protected]

About Ribbon

Ribbon is a user interviewing platform that enables digital product teams to continuously and efficiently interview users and do usability testing of their products by automating the recruitment of research participants through a simple website integration.  

The Ribbon platform is self-service, making it easy for teams to integrate Ribbon on their websites and start interviewing users in minutes. 

Visit our website to learn more or sign up and start doing user interviews for free today at https://tryribbon.com.

About MMC Ventures

MMC funds and helps scale technology companies that are transforming today’s markets. It has been backing transformative tech companies from the Seed and Series A stage since 2000. 

MMC commits to a deep understanding of each company’s underlying technology and business model to help make better decisions and be more effective partners.

Transformative technology companies MMC has backed to date include Gousto, Interactive Investor, NewVoiceMedia, Current Health, Signal AI, Bloom & Wild and Peak. 

Explore MMC’s research and other actionable insights at www.mmc.vc.

About RLC VenturesRLC Ventures (www.rlc.ventures) is an early-stage VC fund based in London. They invest in the UK’s most ambitious software companies that are transforming the worlds of Work, Play and Finance.

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Safiya Marzook

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