Sprig Technologies Inc., a startup that helps companies improve their software based on user feedback, has raised $30 million in funding to support growth initiatives.

Sprig announced the investment today. The funding was provided by a group of investors that included Andreessen Horowitz, Accel, First Round Capital, prominent technology investor Elad Gil and Figma Ventures. Sprig’s total outside funding now stands at $90 million.

Companies collect feedback from users of their software to identify areas for improvement. An online retailer, for example, might collect user feedback about its e-commerce store’s interface to identify how the shopping experience could be streamlined. For companies with a large number of users, collecting feedback can be a complicated process that in some cases requires creating custom software tools.

Sprig promises to ease the task. The San Francisco-based startup has developed a cloud platform that enables companies to collect user feedback without writing a significant amount of custom code. Using Sprig’s platform, a company can embed surveys directly into an application and request feedback from customers while they’re interacting the interface.

Sprig provides no-code tools for integrating its platform with applications. According to the startup, business users can create surveys without requiring assistance from a developer. For product teams with advanced requirements, Sprig offers a code editor that makes it possible to granularly customize how surveys are delivered.

At companies that have multiple software products and collect user feedback regularly, reviewing survey responses can take a significant amount of time. According to Sprig, its platform can speed up the task. 

The startup has equipped the platform with an artificial intelligence tool that analyzes survey responses and automatically organizes them by topic. The tool could, for example, identify all the survey responses that focus on an online store’s shopping cart feature. It then creates a summary of frequently recurring user requests, which helps product teams more quickly identify how an application could be improved.

To expand its addressable market, Sprig has developed another tool dubbed Concept & Usability Testing that it detailed today. Companies can use the tool to test a new feature or a product with early users before making it generally available. According to Sprig, the tool also makes it possible to test multiple versions of a feature to determine which is most well-received by users. 

“Sprig now allows companies to test ideas, concepts, designs, and prototypes before building a product,” Sprig founder and Chief Executive Officer Ryan Glasgow wrote in a blog post today. “Combined with In-Product Surveys, teams can now research across the product development lifecycle to build customer-centric products that are more likely to succeed.”

Using its newly closed funding round, Sprig plans to expand its feature set as well as accelerate go-to-market activities to grow its customer base. Sprig already counts multiple major tech companies as customers. Adobe Inc., Block Inc. and Dropbox Inc. are among the companies that use the startup’s platform to improve their software.

Image: Sprig