Dovetail
About
Where customer research lives
We’re a rapidly growing global company helping organizations worldwide improve the quality of their products and services through the power of customer understanding. Dovetail was started in 2017 by Benjamin Humphrey and Bradley Ayers. They founded Dovetail with a belief that deep customer understanding is the secret ingredient to building great products.
Dovetail has grown a lot thanks to our 2,500+ happy customers. We believe that every single organization conducts research of some form. Our mission is to improve the quality of every thing.
- Location
- Sydney
- Website
- Visit website
- Founded
- 2017
- Employees
- 51-100
- Industry
- BusinessTech
- Funding stage
- Seed
The Matchstiq Top 2025
Snapshot of Dovetail
Bringing Customer Insights to the Centre of Decision-Making
The go-to platform for teams making sense of qualitative data.
Dovetail was founded in 2017 by ex-Atlassian teammates Benjamin Humphrey and Bradley Ayers in Sydney. What started with a $10K credit card and a $25K NSW MVP grant has grown into a category-defining SaaS platform used to centralise, analyse, and share customer research.
Used by researchers, product teams, and designers alike, Dovetail turns messy qualitative data, like interviews, surveys, and usability notes, into meaningful insights.
Why Work at Dovetail
Real traction 4,000+ global customers, including Netflix, Google, Canva, and Harvard.
Strong backing, big upside Raised over $72M USD, most recently a $63M Series A led by Accel. Valued at AUD $970M.
Still design-led Built by and for product thinkers. The team now spans 250+ across Sydney and San Francisco.
Key Milestones 2017: Founded; MVP funded via $25K grant 2020: Seed round led by Blackbird 2022: $63M Series A, backed by Accel, Butterfield (Slack), Magdalin (Webflow) 2024: Valued at nearly $1B AUD
The Vision Dovetail wants to democratise customer research, making it easy for anyone to bring customer insight into every product, marketing, and strategy decision. AI tools, flexible data types, and collaborative workflows make it the default system of record for qualitative insight.
Working with us
Values
Put the customer first
Seek to understand—and then solve—real customer problems. Earn and keep customer love through transparency, authenticity, and results. Watch competitors, but obsess over customers.
If we do it, we nail it
First impressions matter. Sweat the details, don’t sacrifice on quality, and create an awesome experience at every touchpoint whether it’s support, our interview process, or the product.
Stay humble
Be authentic, humble, and empathetic to others. Remember the human behind the work. Operate collaboratively—rally around problems, and celebrate wins together.
Do the thing
Keep the speed up by taking pragmatic risks. Only agonize over irreversible decisions. Be reliable and follow through. If you say you’ll do something, do it.
Open by default
Trust others and assume good intent. If you need to build context and understanding; ask. Always share information freely.