Startup Spotlight #34: What if Your Product Doesn't Sell?
Today's featured startup is approaching task automation from an entirely new angle.
Project Overview
Automation of tasks that are currently performed manually on computers is clearly a major trend. Within this trend lies a niche: creating tools that “sit on top” of existing platforms and mimic human actions. These tools are implemented in two main ways:
1. API calls: Tools like Zapier rely on APIs provided by platforms to execute actions. However, this approach requires platforms to offer compatible APIs.
2. User action imitation: Tools like UiPath simulate user actions by automating mouse clicks and keyboard inputs, creating a market for Robotic Process Automation software.
Despite the differences in their technological setups, these tools are typically standalone products designed for automation.
Estonian startup Askel is breaking this mold. It has developed a process automation platform that third-party developers can integrate directly into their cloud services.
Once integrated, users of these cloud services can create and execute multi-step actions with a single click, eliminating repetitive manual tasks.
Askel places special emphasis on user-friendliness, even for non-technical users. The platform provides a simple visual interface and supports commands in natural language, interpreted by an AI engine built into Askel.
For developers, integrating Askel’s tools is straightforward:
1. Upload their product’s API description, including authentication methods, to Askel’s platform.
2. Specify which API calls should be available to users.
Askel then generates the necessary “building blocks” in its visual editor. Users can assemble these blocks into their custom automated workflows.
Essentially, Askel provides a fully prepared automation interface. Developers only need to populate it with their API calls, instructions, and templates, making it easier for users to start automating tasks.
Askel believes that embedding automation tools directly into cloud services increases user efficiency and loyalty, reducing the likelihood of switching to competitors.
Some analysts predict that by 2025, built-in automation will become a must-have for all cloud services. If true, developers may flock to Askel rather than building automation tools from scratch, which is time-consuming and costly.
This vision has already attracted investors — Askel secured €380,000 in pre-seed funding.
What’s the Gist?
Initially, Askel planned to follow a traditional path: building a standalone automation tool that worked across platforms. For example, the tool could:
• Export a new contact from Salesforce,
• Retrieve their email address from HubSpot,
• Create an invoice in SAP,
• Send it via Outlook,
• Notify the sales team in Slack.
The platform’s standout feature was its simplicity, allowing non-technical users to create workflows through a visual interface and natural language commands.
However, Askel’s founders realized competing with established automation tools would be challenging. Instead, they pivoted to embedding their platform within cloud services.
This shift aligns with a broader trend toward “embedded products” — tools designed not as standalone solutions but as components for integration into other products.
A similar example is Buster, a startup that joined Y Combinator last year. Buster offers a fully-fledged analytics platform comparable to Tableau but designed exclusively for integration into other cloud services. Developers pay a subscription fee ($599/month for 500 queries plus $10 for every additional 50 queries) to provide advanced analytics to their users without building a platform from scratch.
Other examples include:
• Layer, which raised $2.3 million to create an accounting platform for SMBs that developers can embed into their services.
• Uprise, which raised $4.7 million to build a financial advisor marketplace for SMBs, also designed for integration into cloud services.
Embedded products like Askel, Buster, Layer, and Uprise offer significant convenience and additional revenue streams for developers. For instance, integrating an accounting platform into an e-commerce service can automate transaction recording and inventory updates in real-time, enhancing user experience and efficiency.
Key Takeaways
The emerging trend in the tech landscape looks to be a shift from standalone products to embedded solutions. Developers are increasingly seeking tools that can be seamlessly integrated into their platforms, offering enhanced functionality without requiring users to leave the ecosystem. This approach isn’t just about convenience — it’s a strategic move to improve user retention and create new revenue streams.
When developers embed tools like Askel or Buster into their cloud services, they offer users additional capabilities that make their platforms more valuable and harder to replace. For example, Askel’s automation tools allow users to perform complex, multi-step processes with a single click, saving time and reducing frustration. Similarly, Buster’s analytics platform enables cloud services to deliver powerful insights without the developer having to build such features from scratch.
This embedded approach also opens doors for new revenue opportunities. Developers can monetize these tools by charging for premium features or sharing in the revenue generated by their integration partners. For instance, Layer’s accounting software not only provides immediate utility to users but also creates a shared revenue model between Layer and the cloud services embedding its tools. Uprise follows a similar path, transforming its financial advisor marketplace into a “monetizable” asset for developers while offering immediate value to end users.
The appeal of embedded solutions lies in their ability to make platforms more “sticky.” Users are less likely to switch to competitors when they have access to integrated tools that simplify their workflows and provide immediate benefits. At the same time, developers avoid the massive time and cost investments associated with building such tools from scratch, instead leveraging pre-built platforms that deliver results right out of the box.
As we look ahead, the question isn’t just about which tools to embed but also why. Some developers prioritize adding convenience for their users, ensuring they stay loyal to their platforms. Others see embedded solutions as a way to diversify their offerings and create entirely new streams of revenue. Either way, the trend toward embedding products is reshaping how developers think about functionality, user experience, and growth potential.
So, the challenge becomes clear: what tools would you embed into your platform, and how would they transform the way your users interact with your service?
Company info
Askel
Website: https://askel.ai/
Last funding round: €380k, 13.12.2024
Total funds raised: €380k after 1 round