Adora, an AI-powered platform that helps companies understand how users move through their products, has raised US$7 million (A$9.9 million) in Seed funding. The round was led by Blackbird Ventures, with support from Designer Fund, Skip Capital, Co Ventures, and Garuda Ventures.
Founded by Omar Salem and Nathan Scully, Adora is already being tested in private beta by product teams at companies like Canva, Notion, Replit, Granola, and Chess.com. Around 2,000 more companies are currently on the waitlist.
Adora automatically records every screen, click, and user action inside a product, so teams don’t need to manually track events. It then creates live visual maps of user journeys, combined with analytics and AI-driven insights, helping teams clearly understand what customers experience while using their product.
Salem, Adora’s CEO, said product teams can struggle to understand what their work actually look like in a user’s hands. “I felt this pain firsthand at Canva, where I led the Product Growth team. The product was in the hands of hundreds of millions of people, from teachers and students to Fortune 500 companies, all with different features and product experiences available to them,” he explained.
“Yet we had no reliable way to understand what experience we were serving each group. We ended up relying on test accounts and screenshots that went stale almost immediately.
“As teams scale across languages, devices, and user types, they’re forced to rely on static screenshots, outdated Figma files, and fragmented analytics that fail to capture the full user experience. Teams scramble for demo logins, design docs, or experiment write-ups just to piece together a single user journey.”
Saleh said the the pace of product development is accelerating even further with AI-assisted coding, which results in a near-impossible number of variations to keep track of.
“Teams that once had to make tough prioritisation trade-offs are now shipping more features, faster than ever before. But without a way to visualise and monitor the real user journey, that speed quickly leads to fragmented, inconsistent experiences,” he said.
“Adora helps teams stay ahead by acting as a safety net, using AI to surface issues and opportunities early, before they snowball into bigger problems.
Adora was founded in 2023 by Omar and Nathan after years of building products at top technology companies. Their experience helped them understand the common challenges product teams face.
Before starting Adora, Omar led the Product Growth team at Canva, while Nathan worked at Amazon, where he led engineering teams that delivered the Buy with Prime integration to millions of shoppers on partner websites.
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