← All ArticlesWritten by
Ryan Millner
Published on
January 22, 2025
Unwrap raises $12M to help scaled companies build products people love
Have you ever grown frustrated when using a product? A button you need to click isn’t clicking, or something that should take you 10 seconds takes 10 minutes?
Of course you have—we all have. And I’ll bet you’ve had this experience both with products you have to use and the ones you love to use. Adding to your frustration, there’s no easy way to talk to the people building this product. So, your frustration quietly builds and builds.
Meanwhile, the people building the product are scratching their heads wondering why engagement drops, or why you leave for a competitor’s product.
You’re not alone—this exact occurrence is shared by millions of others. And this is the human experience we’re changing at Unwrap.
My co-founder Ashwin and I have spent years on both sides of this dilemma—as frustrated users, and as frustrated builders hoping to better understand our users. While working at Amazon, fueling Alexa with more knowledge, our frustration reached a tipping point.
We knew that our users were speaking to us, telling us what they loved (and didn’t love) across social media, support channels, and reviews. But we simply couldn’t properly listen. Even though understanding our users was the most important part of our job, we didn’t have the time or resources to aggregate this data and read hundreds of thousands of weekly anecdotes.
So when it came time to shape Alexa’s roadmap, deciding what features shipped and which didn’t, what did we do? We relied on intuition (something a lot of PMs today can relate to)!
The problem is, intuition is riddled with bias—recency bias, bias for features we personally would use, bias for features that would get us promoted, etc. With a roadmap that didn’t fully align to customer needs, engagement didn’t take off like we’d hoped and users remained frustrated.
Cue the lightbulb moment.
What if we took this technology we knew so well called Natural Language Processing, a form of AI that powered Alexa, and pointed it at customer feedback? We’d have the ability to ‘read’ all of this customer feedback every day!
So that’s exactly what we did. We built a prototype, which allowed PMs to instantly understand their customer needs 10x better than ever before. After seeing hundreds of people’s eyes light up during our demo, we decided to leave Amazon to help builders across all industries solve this problem. We’ve been pouring our hearts into this problem every day since.
Today, Ashwin and I are beyond excited to announce our $12M Series A.
This raise means we can double down on our recent success and continue solving this problem for builders across multiple industries: software, hardware, retail, and everything in between. This round is led by Scale VP, and we’re thrilled to welcome Rory O’Driscoll (Box.com, Bill.com, DocuSign, etc.) to our board.
We’re also excited to have Atlassian Ventures join the round, along with strategic investments from David Singleton (former CTO of Stripe), Johnny Ho (Perplexity co-founder), Karen Ng (SVP at Hubspot), Tyler Schleich (SVP at Oura), and others. Finally, we’re excited to deepen our partnership with our previous investors who are a huge part of why we’ve made it this far–Cercano, ScOp, and AI2.
We’ll use this capital to double down on our greatest asset today—our team. We have multiple roles open across engineering, sales, and marketing. If the problem we’re solving frustrates you and you’re excited by the opportunity to work alongside smart, hard-working people on state-of-the-art AI, we’d love to speak with you. Send your resume to jobs@unwrap.ai and I’ll personally take a look.
Thank you to our customers—Perplexity, Lyft, JetBlue, Github, Oura, Microsoft, Sunrun, and many more—for your initial trust in us to solve this problem, and for all of the extremely valuable feedback you’ve shared with us along the way.
We’re just getting started, and we can’t wait to show you what’s launching soon. If you’re a PM or CX leader and want to learn how we solve this problem, reach out to us below.
We’re on a mission to fill the world with products people love. By connecting users with builders, the products you use every day will get better faster, and bring you joy with every use. We’re grateful for the opportunity to solve such a broad, long-standing problem. Let’s get to work!
