Reflective Raises $1.3M So Workers Waste Less Time Switching Between Apps

by Gordon Gottsegen
August 19, 2020
Reflective team photo
Photo: Reflective

On Tuesday, Seattle-based workflow automation startup Reflective announced that it raised $1.3 million in a pre-seed funding round. Founders’ Co-op led the round, with participation from Voyager Capital, Alumni Ventures Group and several angel investors.

Reflective launched in order to make working across multiple digital apps seem like a streamlined experience. For many, working involves switching from one software program to another, and then to another. You may start your day by opening your email on Microsoft Outlook, but you also have to check Slack, update a Google Sheets spreadsheet, check Jira or Salesforce, launch a meeting on Zoom, and on and on. Research shows that the average enterprise worker switches between 10 apps and software programs per day.

“Simply put, our challenge is figuring out how to make 10 apps feel like one app. How can we connect it all together so you can stay focused on your most impactful work?” Reflective CEO and co-founder Pejman Pour-Moezzi said in a statement.

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With all this switching back and forth, it’s easy for people to lose productivity momentum or get distracted. So what Reflective’s software does is allow workers to script, manage and automate their workflow across these platforms without using code. Instead of launching and exiting applications, Reflective knows what program you’re going to switch to and lets you hit “Next” — so it feels like a smoother transition.

“We’re an app that works over the top of your existing apps and web services,” Reflective COO and co-founder Bryan Oki said in a statement. “Most of the jumps between apps revolve around data collection and entry so we also provide a clipboard feature that gives you a simple yet powerful way to pull data in and out of any application. We can go places APIs can’t reach.”

The company launched this year and at the moment it only consists of three people, each of which have experience launching other companies: Pour-Moezzi launched video fitness platform Cody, which was sold to Alo Yoga. Oki launched social fitness app Chorus Fitness. And the company’s CTO Bookis Worthy co-founded Kids on 45th and Ada Developers Academy.

Pour-Moezzi told Built In that he plans to keep the company small at this stage, but he is currently looking for a full-stack engineer to join the team. This new funding will help Reflective operate as it adds more new customers and continues developing its product roadmap.

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