$2.2m raised for mobile app video feedback platform Lookback

Lookback is a mobile app feedback platform that enables testers to record their experiences via video testimonials filmed on mobile devices.

The funding has been led by European investor Lakestar, with additional participation from Index Ventures and Ilya Sukhar, co-founder of Parse.

“To truly understand someone you have to understand their intentions and context. The ‘why’s’ and ‘why not’s’ of making a choice. And traditional analytics doesn’t give you that answer, “said Jonatan Littke, CEO and co-founder of Lookback (pictured).

“User experience is something that so many companies can’t seem to get right — mainly because they simply do not have the tools to do so. That’s why we made Lookback — as a way to give everyone access to a great quality, highly intuitive way to accurately and efficiently capture actual user experience.”