London-based startup Embeddable, whose software makes it easy to embed interactive, customer-facing analytics within any application, said today has closed on a €6 million ($6.28 million) seed funding round.

The company, officially known as TMD Technology Ltd., said today’s round was led by OpenOcean, one of the top venture capital firms in Europe, and saw participation from existing backers Four Rivers and TechStars.

Embeddable is looking to capitalize on the trend for embedded analytics. It’s the creator of a headless architecture that’s purpose-built to help developers create interactive analytics services directly within their applications.

The platform makes it easy to create custom analytics dashboards and visualizations, and tailor data views through a no-code interface. In doing so, it frees developers up to focus more on the core product, rather than worrying about complicated analytics systems.

The startup says its software is far superior to traditional embedded analytics tools, which tend to come with serious limitations, including rigid customization options and slow loading times, and require significant engineering resources.

Embeddable co-founder and Chief Executive Tom Gardiner said the need to embed analytics in applications is just as important as adding chat features and payment mechanisms, yet the tools for doing so haven’t kept pace with those features.

“Just like Stripe made payments seamless for developers, Embeddable is doing the same for customer-facing analytics,” he said. “We’re building a platform that empowers teams to deliver fast, interactive data experiences at scale, all while creating a community where developers can share and collaborate.”

Embeddable’s claims of superiority are backed up by some numbers. Operating with a lean team of just 14 employees, it has already secured 36 contracts with companies ranging from multibillion-dollar revenue businesses to small startups. Those customers helped kick off the private beta of its software in December 2023, and since then it has received more than 800 applications to join that program, signing over $100,000 worth of new contracts each month.

The money from today’s round will help Embeddable to increase its team and grow a developer community that’s centered on collaborative innovation, the company said. As a headless platform, it provides a library of templates for developers to use, so they can choose from hundreds of different ways to visualize data within their applications.

OpenOcean’s partner Sam Hields said he decided to invest in Embeddable because it has reimagined what embedded analytics should be like.

“It’s leaving behind the big business intelligence players’ clunky, outdated iframe solutions, and in their place, its headless architecture gives businesses everything they need to build fast, interactive, customer-facing analytics at the heart of their products,” Hields explained.

Images: Embeddable