36. Embeddable

A developer-first embedded analytics toolkit, allowing companies to build fast and interactive customer-facing dashboards within their own apps.

Founders: Tom Gardiner and Harry Marshall
Year founded: 2022
Website:embeddable.com

Customer-facing analytics are important for businesses, as it allows their users to see, understand, and act on their own data – ultimately creating a better customer experience.

But building customer-facing dashboards is a notoriously difficult task. Companies are either left spending thousands to build their own solution, or embedding a traditional business intelligence (BI) system, which are often slow, difficult to use, and not customisable.

Founders Tom Gardiner and Harry Marshall understood the frustration software-as-a-service (SaaS) teams were facing with this, and so set out to find a solution.

Enter Embeddable – a customer-facing analytics platform that allows businesses to build and embed interactive dashboards directly into their systems.

Developers can either create their own custom graphs and charts through ReactJS (a free and open source JavaScript library), or use Embeddable’s component library.

From there, non-technical teams can use these elements to build and customise dashboards through easy drag-and-drop functionality. These dashboards can then be embedded directly into a business’s app as HTML Web Components, with no iFrames needed.

Inevitably, competing against the likes of tech giants and their existing solutions – such as Google’s Looker, Microsoft’s Power BI, and Salesforce’s Tableau – was going to be tough for the dynamic duo.

But even before even starting the product, Gardiner and Marshall had already secured contracts with 36 companies – proving that there was a clear demand for their solution.

“We are the only embedded analytics tool built with software developers at its core, meaning that finally developers can enjoy building customer-facing analytics again,” says Gardiner.

Since then, Embedabble has garnered a great number of investors and partnerships. It also has a number of reputable clients under its belt, including fintech unicorn Scalapay, electric vehicle (EV) charging platform Monta, and online music magazine Resident Advisor.

The numbers don’t lie either, as Embeddable raised €6m seed funding in February 2025, led by leading venture capital (VC) firm OpenOcean.

Gardiner and Marshall aim for their platform to become the “de-facto choice” for embedded analytics projects. And with impressive funding, a strong client base, and already getting over 1,000 applicants for its beta program, Embeddable is set to mark its place as a major player in the customer-facing analytics space.

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Written By

Helena Young Deputy Editor

Helena is Deputy Editor at Startups. She oversees all news and supporting content on Startups, and is also the author of the weekly Startups email newsletter, delivering must-know SME updates straight to their inbox.

From interviewing Wetherspoon’s boss Tim Martin to spotting data-led working from home trends, her insight has been featured by major trade publications including the ICAEW, and news outlets like the BBC, ITV News, Daily Express, and HuffPost UK.

With a background in PR and marketing, Helena is particularly passionate about giving early-stage startups a platform to boost their brands. That’s one reason she manages the Startups 100 Index, our annual ranking of new UK businesses.

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