Customer Experience Company AskNicely Raises $32 Million

By Noah Long ● Jan 19, 2022
  • AskNicely recently announced it raised $32 million in funding. These are the details.

AskNicely — a leader in customer experience software for service businesses — recently announced that it has completed a $32 million in Series B funding round and the company is launching the world’s first Frontline Success Platform. This funding round was led by Five Elms Capital with participation from existing investors Nexus Venture Partners and Blackbird. And as part of the funding, Ryan Mandl from Five Elms will join the AskNicely board.

The funding round will help AskNicely lead the next generation of customer experience software for service businesses, bringing better technology to frontline teams.

The new Frontline Success platform takes inspiration from some of the leading people-powered businesses that have invested in technology to coach and motivate millions of frontline workers with no requirement for supervision or layers of traditional management.


“Traditional customer experience software solutions do an ok job keeping analysts busy with mountains of data, but they totally ignore the actual people responsible for serving the customer. It’s kind of outrageous that the class of worker that’s most impactful on the customer experience is also the most under-served, underpaid, and under-appreciated. We’ve designed AskNicely for the frontline worker and made it our mission to make frontline work awesome.”

“Brands like Uber and Airbnb have proven how customer feedback can be gamified for customer-facing staff to unlock small daily improvements which, over time, drive status and rewards with concepts like ‘Superhost’ or ‘Uber Platinum Pro’. For the first time, any service business can now empower every frontline worker with the same capability in a simple mobile app at a fraction of the cost.”

“We’ve had clients report NPS results doubling and multi-million dollar sales and marketing cost savings from increased repeat purchases and referrals.”

— CEO Aaron Ward

“Service businesses are experiencing increasingly high levels of competition for both customers and employees as customer loyalty has declined and labor shortages persist post-COVID. AskNicely has developed a beautifully elegant set of software solutions to ensure every customer gets the right experience and the frontline worker gets the right feedback, coaching, and recognition for their work. Given that frontline workers make up 80% of the planet’s working population, we see an enormous market opportunity for AskNicely’s Frontline Success Platform, and are excited to partner with Aaron and the AskNicely team to continue to develop innovative products for their fast-growing, global customer base.”

— Ryan Mandl, Managing Director at Five Elms Capital