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Life Inside secures £300,000 to transform video marketing and humanise the connection between businesses and their audiences


Life Inside secures £300,000 to transform video marketing and humanise the connection between businesses and their audiences

Cash positive startup Life Inside is only two years old and already works with 70 paying clients, including household names like Specsavers and Adecco

Stockholm, Sweden – 15 February 2024, 12:00pm CET: Life Inside, a SaaS company re-imagining video marketing by helping businesses automate the collection and publishing of interactive video testimonials from employees and customers, today announced £300,000 in funding to focus on expansion. The funding came from a group of angel investors, including Stefan Magnusson, seed investor in Evolution Gaming, Jonas Brogårdh, Sweden’s former Secretary of Commerce in the UK, and Houman Ashrafzadeh, who co-founded Padium UK with Spotify founder Martin Lorentzson. The new funding will be used to enhance the interactivity of the platform, incorporate AI in its features to analyse and generate content, and to expand the company’s marketing strategy and global outreach.

Originally incubated in Oddwork in 2022, a Nordic leader in employer branding, and founded by Charles Sinclair, Poyan Karimi and Niklas Kekonius, who also were Oddwork’s co-founders, Life Inside was conceived to fill a gap in corporate storytelling. Charles, Poyan and Niklas wanted to create a platform that not only shared stories directly from clients and employees, but also connected businesses and audiences on a deeper level. Today, Life Inside provides businesses of all sizes with a fully interactive platform which humanises and personalises their marketing content, allowing online audiences to actively select the topics and formats they want to engage with. The platform is aimed at driving increased audience engagement and conversion for recruitment, employer branding, sales and marketing work streams.

Since its launch two years ago, Life Inside has rapidly expanded its client base and reached cash positivity as a result, today boasting over 70 subscription-paying clients. The company already works internationally with major companies like Specsavers, recruitment giant Adecco, American clinical research company Parexel, Swedish telecom company Telia and Sweden’s second biggest food retailer Axfood*. Life Inside was voted “SaaS-Newcomer of the Year” finalist 2022 and 2023 at the largest SaaS event in the Nordics, Breakit SaaS Summit.

“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% 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. ” said Charles Sinclair, Head of Partnerships and co-founder of Life Inside.

Houman Ashrafzadeh, Padium’s co-founder and an angel investor in the round, said: “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.

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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.”

Life Inside is leveraging the trend of fast-growing demand from businesses to create high quality video flexibly, and operates at the juncture of the global Application Tracking System market, expected to grow to $2billion by 2027, and the chatbot market, potentially reaching $32.4billion by 2032. The platform stands out from competitors by offering a seamless integration experience and interactive capabilities that go beyond simple video testimonials. With GDPR compliance at its core, it also meets high security and privacy standards.

Companies can start a free trial or choose to book a demo with the team directly on Life Inside’s website.

*See videos on the bottom right of the web pages

About Life Inside 


Founded in 2022, Life Inside is a SaaS company providing businesses of all sizes with a fully interactive video testimonial platform which humanises and personalises their marketing content. The videos we help create give a deeper understanding of companies’ culture, offerings, products and services, and are aimed at driving increased audience engagement and conversion for recruitment, employer branding, sales and marketing work streams. On a mission to make corporate storytelling more authentic, creative and accessible, we already work with 70+ clients, including household names like Specsavers and Adecco.

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