MR Investors supports Highlight of the product test platform
March 11, 2022
In New York, in-home product testing platform Highlight has raised $7 million in a seed investment round, including money from Momentive CEO Zander Lurie; Richard Thornton, former CEO of Cint; Tom Bernthal, Kelton CEO; and Max Mullen, founder of Instacart.
Highlight was founded in 2020 by former Kelton Qual AD Dana Kim, who serves as CEO; and product design specialist Ethan Kellough, the company’s chief product technology officer. The company provides end-to-end automation of the product testing process with access to a pre-vetted community of consumers known as “Highlighters”.
The platform promises to streamline everything from recruitment to record, including all the logistics to get a product to the customers’ destination, home. The community can test a wide range of physical products, such as food and beverages; beauty and personal care; children and babies; products for pets; and supplements. According to Kim, the platform makes conducting product tests “significantly easier and quicker” than traditional models, which she says have eight to 12 weeks of data and two to three times that of the highlight model.
The new financing, which brings the total raised to date to $8.3 million, was led by First Round Capital. Other participants – alongside angel investors Lurie, Thornton, Bernthal and Mullen – are HearstLab and Sixers Innovation Lab.
All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise noted.