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When you’re a startup, every customer is incredibly precious. Effective tracking and analysis are of the utmost importance.

Enter, a visual customer analytics service coming out of beta today and announcing its $150,000 initial investment from Kima Ventures. The round initially closed last August, but the company stayed mum until today. is like a combination of Google Analytics, your company’s customer relationship management (CRM) software, and a machine-learning engine. It provides deep analysis of your customers’ behavior when interacting with your product and insights on what kind of attention they need and what your product needs.

“Marketing wants to know which traffic sources convert the best, Product wants to know which features are getting used the most, Sales wants to know who’s ready for an upgrade, and Customer Success needs to know who’s struggling and maybe thinking about canceling,” chief executive Liam Gooding said in a statement.

“One huge area we’re innovating on is machine learning and pattern recognition,” he added. “Imagine if we told you which customers were thinking about canceling next month, so you could pull them back?” is just one of the latest companies helping businesses channel their data into smarter and more efficient interactions with current and potential customers. German big-data company RapidData helps businesses analyze elements such as customer retention, social media sentiment, direct marketing efforts, and expected equipment maintenance. Others, such as RelateIQ and Infer, are working to bridge the gap between leads and sales teams through big data. focuses on companies’ current customers.

While Google Analytics and even website-testing services such as Mixpanel do offer similar insights (how people interact with one’s website and product), seems to want to provide more — actionable insights that teams can use to tailor their interactions with their customers.

It’s also differentiating itself by being designed for startups and smaller companies rather than large enterprises, as Salesforce and others are. is based in London and has been in a private beta phase for the past year. It lists Cazoomi, Oktopost, Userscape, Blazemeter,, and tech author Justin Jackson among its current customers.

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