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Scale is thrilled to announce our lead investment in Unwrap’s Series A. Historically, product owners have relied heavily on quantitative insights to inform their roadmaps, but their ability to derive metrics from unstructured data sources has been limited. As a result, many decisions had to be made based on anecdotal evidence. With Unwrap, companies can now turn their customer feedback into actionable business insights. 

Unstructured feedback is a natural fit for the powerful text-processing capabilities of LLMs. A lot of this data is already available from sources like Zoom recordings, Zendesk tickets, social media, and surveys. This rich information can be used to learn what customers like (or dislike) about a product: users aren’t afraid to speak their mind. In doing so, however, they are creating mountains of data that are difficult for product teams to parse manually or with outdated tools and clunky dashboards. 

Unwrap leverages a combination of state-of-the-art natural language processing techniques to summarize and categorize every piece of customer feedback. This could range from a customer support ticket or call recording collected directly from the user, to feedback left on app stores or social media sites. Even survey tools like Medallia or Qualtrics, which already help inform product teams, can be made more useful with a systematic way of processing free-form commentary found in the typical “please explain” boxes. Combining all these data sources, Unwrap creates a single, clear view into the voice of the customer, rather than a cacophony of disparate platforms all struggling to be heard. 

We’ve heard from countless customers that one of the key value unlocks they get from Unwrap comes from the automation of a very time-consuming part of their job: trying to figure out the signal in all the feedback they are collecting. Before Unwrap, they’d have to spend hours reading through social media, reviewing different dashboards for each tool they were using, or trying to make sense of the often-wrong taxonomy from other platforms. Now that it’s all clearly organized in a single place, they can quickly identify what features to prioritize, what bugs need to be fixed, and what really matters to customers. Because not all issues are equally important, Unwrap also leverages CRM data to help prioritize items that matter by tying them to business outcomes like high-value customers and churned users. At the same time, Unwrap also closes the loop by tracking resolution on roadmap planning software like Jira.

Building a system that accurately does all of this is no easy feat, and the Unwrap team is uniquely equipped to conquer it. Co-founders Ryan and Ashwin met while working together at a previous startup, Graphiq, that was acquired by Amazon. While at Graphiq and later Amazon, they led the team working on building a semantic knowledge graph to answer users’ questions, expertise that is extremely valuable when it comes to clustering customer feedback and summarizing the key insights. They’re both strong product leaders, and that background is pivotal to building a solution for product teams at innovative companies in the software space and beyond.

We’ve been impressed by what Unwrap has built so far, and the team has an ambitious roadmap that will continue revolutionizing the customer feedback industry. We’re excited to partner with Ryan and Ashwin on this journey — now back to building!

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