Goodbye Focus Groups, Affogata Raises $5.5M To Analyze Customer Wants

Israel-based Affogata closed a $5.5 million seed round as the company hopes to catch the tailwinds of more people being online and companies moving to digital platforms.

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The round was co-led by Mangrove Capital Partners and PICO Venture Partners. Fiverr’s founder and CEO Micha Kaufman and Wix Capital also participated.

Affogata’s platform examines what customers think about a brand’s website, app or other platform by analyzing in real-time what they are saying on social media, in app stores, through helpdesk tickets and in other places.

“Basically our goal is to make B2C brands more aware of the voice of the customer and act on it,” said co-founder and CEO Sharel Omer.

Time was right

Due to the pandemic forcing so much of people’s lives online, brands are eager to try to figure out what customers want and how to improve the digital experience they are offering them, Omer said.

“We’ve seen a major jump since COVID,” he said. “Everyone is online and everyone is talking.”

Affogata analyzes that chatter and gives its customers a zero-to-10 score based on its findings. The company, founded in 2019, has about a “dozen major brands” as customers, and a “few million dollars” in revenue, Omer said.

Its main competition in the market are older methods of tracking customer opinions such as focus groups or surveys that do not offer real-time data points, Omer said. While something such as Google Analytics provides feedback, Omer said he does not view that platform as competition since it only analyzes what users do while on something such as a website. Affogata is able to examine opinions before, after and while a customer is using a brand’s digital platform, he said.

Looking ahead

Itay Asulin, with Mangrove Capital Partners, said his firm strongly believes Affogata has the potential to become a billion-dollar company in a market that’s worth many times that.

“The web grows, more people talk, and the number of conversations unregistered by brands in the digital space just get bigger every day,” Asulin said. “Affogata enables brands to move fast and provide an experience that will set them apart in everything from customer success to development and marketing in ways that no other single solution can.”

Although just a year-and-a-half old, the 40-person company believes with more brands becoming digital and more consumers spending time online, the opportunity is limitless.

“Our vision is to build something big,” Omer said. “The market is big enough, the opportunity is big enough.”

Illustration: Li-Anne Dias.

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