Stockholm-based Life Inside, a SaaS company “re-imagining” video marketing, announced that it has secured £300K (approximately €350K) in a fresh round of funding for expansion.
The Swedish company specialises in automating the creation and sharing of interactive video testimonials from employees and customers.
The funding came from angel investors, including Stefan Magnusson (seed investor in Evolution Gaming), Jonas Brogårdh, former Secretary of Commerce in the UK for Sweden, and Houman Ashrafzadeh, co-founder of Padium UK with Spotify founder Martin Lorentzson.
Speaking about Life Inside, angel investor Ashrafzadeh says, “Imagine a situation where every visitor to your website is guided by interactive video testimonials. They’re not just watching videos, they’re engaging with real stories, choosing the paths that resonate with them personally when navigating them.”
“For potential employees or customers, it means they can experience the company in totally new ways, feeling a connection that static text or images could never create.”
“Life Inside humanises marketing: it helps companies become online living entities where each click leads to a deeper, more meaningful understanding of what it means to be part of their organisation – and I couldn’t be prouder to back them.”
An interactive video platform
Life Inside, initially incubated in Oddwork in 2022, emerged from the vision of Charles Sinclair, Poyan Karimi, and Niklas Kekonius—co-founders of Oddwork.
The trio sought to address a gap in corporate storytelling, aiming to create a platform that not only shared authentic stories from clients and employees but also fostered deeper connections between businesses and their audiences.
Today, Life Inside offers businesses an interactive platform that humanises and personalises marketing content, enabling online audiences to choose the topics and formats they engage with.
The platform focuses on enhancing audience engagement and conversion for recruitment, employer branding, sales, and marketing.
Life Inside, launched two years ago, claims to have grown, achieving cash positivity with over 70 subscription-paying clients. Internationally, it collaborates with companies like Specsavers, Adecco, Parexel, Telia, and Axfood.
Capital utilisation
Life Inside will use the funds towards platform interactivity enhancement, integration of AI for content analysis and generation, and expanding global outreach and marketing strategies.
Co-founder Sinclair says, “In recruitment, the number one obstacle candidates experience when searching for a job is not knowing what it’s like to work at an organisation.”
“In sales and marketing, 95 per cent of B2B buyers say video plays an important role in moving forward with a purchase. But when we started looking, we found no way to effortlessly collect and distribute genuine video testimonials from customers and employees.”
“We built Life Inside to allow companies to change that, and help them capture genuinely interesting and human stories with minimal cost, to truly showcase the essence of their service and culture. To make the online experience as personal and engaging as face-to-face meetings – but scalable.”
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