User management software startup Frontegg Ltd. has just announced an early-stage $25 million funding round to fuel its bid to enable smaller companies to pursue a product-led growth strategy.

The Series A round was led by Insight Partners and saw participation from existing investors Pitango First and Global Founders Capital, which previously backed Frontegg in its seed round. The company has now raised $30 million in total.

Frontegg sells a “SaaS-as-a-service platform” that provides a range of pre-built software-as-a-service components that can easily be integrated into new or existing SaaS-based applications. The idea is to eliminate the grunt work of building essential but common features into SaaS apps so developers can spend more of their time working on the valuable, unique features that differentiate their products.

The way it works is pretty straightforward. Instead of writing another audit log manager, for example, Frontegg has already created one that can be white-labeled and integrated with any SaaS product, so developers can just add it to their apps and they’re good to go.

Frontegg co-founder and Chief Executive Sagi Rodin told SiliconANGLE the platform is particularly useful for “product-led” SaaS companies. Such companies embrace a product-led growth strategy that relies on using their product as the main vehicle to acquire, activate, and retain customers.

Rodin explained that product-led companies need to deliver the smoothest possible user experience within their products to enable that growth, from the onboarding steps to managing accounts and making it easier for information technology departments to check all the boxes before they start paying to use it.

“Before Frontegg, these slick growth experiences were approachable only to mature organizations — they would dedicate whole teams of product infrastructure engineers to develop these features within an app,” Rodin explained. “Frontegg liberates companies from the burden of investing precious resources into noncore capabilities that have become standard for product-led companies. I’ve seen firsthand how building out self-serve user management capabilities can divert critical engineering resources away from developing the core product, becoming an innovation blocker.”

Frontegg’s platform enables SaaS companies to implement comprehensive user management features that meet the requirements for product-led growth with relative ease. It provides pre-built functionality that can be integrated into most products with just a few lines of code.

The platform has proven popular with a number of fast-growing SaaS firms, such as Materialize Inc., Pay.com, Medigate Tech Ltd., Talon Cyber Security Ltd. and Cyber Hunters Ltd., which does business as HuntersAI.

Materialize co-founder and CEO Arjun Narayan said he likes Frontegg, because although many features in its self-service product look simple, they can be very complex behind the scenes.

“We’re focused on building a great self-service product for the long term — but also need to move quickly,” he said. “We identified Frontegg as the best solution to make the complexity of user management a turnkey solution.”

Insight Partners Managing Director Praveeen Akkiraju said he invested in Frontegg as it takes care of most of the heavy lifting in terms of user management features. “Using Frontegg, teams can get their products to market faster with a mature, enterprise-ready offering, and then continue to ship invaluable features for their end-users,” he said.

Frontegg said it will use today’s funding to support its next stage of growth by scaling its platform and accelerating global expansion.

Image: Frontegg