How Lyssna Grew A UX Movement Without Venture Capital
In the high-stakes world of user experience (UX) research, where venture-backed behemoths tend to rule the roost, Lyssna proves what passion, clarity, and a deeply customer-centric ethos can achieve—without outside funding.
Author:Emmanuella SheaReviewer:Dexter CookeSep 30, 202522.9K Shares409K Views
In the high-stakes world of user experience (UX) research, where venture-backed behemoths tend to rule the roost, Lyssnaproves what passion, clarity, and a deeply customer-centric ethos can achieve—without outside funding.
The story began in 2008 when founder Mateja Milosavljevic was inspired by Robert Hoekman Jr.'s Designing the Obvious, which emphasized the power of first impressions in design. Determined to put this idea into practice, Mateja created Five Second Test, a simple but powerful tool for capturing users’ first impressions of a design in just five seconds.
That seed grew into UsabilityHub, co-founded in 2013 with Australians Nicholas Firth-McCoy and Tristan Gamilis. Combining Mateja's UX sensibility with Nicholas and Tristan's entrepreneurial experience from Paydirt, the trio transformed a simple concept into a fully bootstrapped SaaS research platform.
While rivals like UserTesting raised frenzied rounds of venture capital, UsabilityHub took the road less traveled: bootstrapped and proudly independent. Instead of chasing investors, the founders reinvested profits to expand the platform. What began as a single test evolved into a suite of research tools: usability testing, first-click and preference tests, prototyping, surveys, moderated interviews, card sorting, tree testing, a panel for recruitment and more—all within one easy-to-use interface.
In October 2023, UsabilityHub relaunched under the name Lyssna, Swedish meaning “to listen.” The rebrand was the result of introspection, client interviews, and internal workshops designed to distill the company’s core values. The new identity reflects Lyssna’s mission: empathy and human-centered research at its core.
Today, Lyssna offers a complete UX research platform for moderated and unmoderated studies, surveys,and participant recruitment. Sophisticated filters allow researchers to reach participants by a huge range of demographics and psychographics filters.
The reach of the company tells its own story. As of early 2025, Lyssna has drawn over 320,000 global users, a research panel of over 690,000 pre-vetted participants, and an active footprint in 124 nations in 55 languages. The platform enjoys an enviable Net Promoter Score of 58 and a customer satisfaction score of 99 percent, a testament to its track record of putting the needs of users first and establishing trust.
Beyond its products, Lyssna built a culture of empathy, transparency, and inclusion—values that resonate with both its team and its users. In 2025, the company was recognized as one of Australia’s most loved workplaces, winning the Hyer Breakthrough Culture Award (Growth Edition). This strong culture has fostered customer loyalty, with brands like GoDaddy, Klarna, and HubSpot relying on Lyssna to guide decision-making. The platform is also a consistent G2 Leader in UX research tools.
There are numerous reasons why Lyssna thrived without venture capital. The bootstrapped discipline of the company meant that it prioritized sustainable, user-led growth over pursuing growth at all costs. Its focus on simplicity differentiated the platform in a saturated market by providing teams with a quick-to-learn, quick-to-deploy solution that was easy to fit into current workflows. The human-centered branding, highlighted by the rebrand to "Lyssna," prioritized empathy, connection, and ongoing listening, which strongly resonated with its community. An empathetic and inclusive culture underpinned the mission, which resulted in less churn and innovative problem-solving. Lastly, its lean start and scalable product design enabled Lyssna to grow its global user base to hundreds of thousands without burning through outside funding.
Lyssna continues to follow the same guiding principles. As Mateja notes, user feedback shapes everything—from strategy to product design—ensuring the platform delivers experiences that people love. As it evolves, its mission remains unchanged: to help growing teams understand their audiences and move swiftly, driven by data, empathy, and real-world understanding.
Emmanuella Shea
Author
Emmanuella Shea is a distinguished finance and economics expert with over a decade of experience. She holds a Master's degree in Finance and Economics from Harvard University, specializing in financial analysis, investment management, and economic forecasting.
Her authoritative insights and trustworthy advice have made her a highly sought-after advisor in the business world.
Outside of her professional life, she enjoys exploring diverse cuisines, reading non-fiction literature, and embarking on invigorating hikes.
Her passion for insightful analysis and reliable guidance is matched by her dedication to continuous learning and personal growth.
Dexter Cooke
Reviewer
Dexter Cooke is an economist, marketing strategist, and orthopedic surgeon with over 20 years of experience crafting compelling narratives that resonate worldwide.
He holds a Journalism degree from Columbia University, an Economics background from Yale University, and a medical degree with a postdoctoral fellowship in orthopedic medicine from the Medical University of South Carolina.
Dexter’s insights into media, economics, and marketing shine through his prolific contributions to respected publications and advisory roles for influential organizations.
As an orthopedic surgeon specializing in minimally invasive knee replacement surgery and laparoscopic procedures, Dexter prioritizes patient care above all.
Outside his professional pursuits, Dexter enjoys collecting vintage watches, studying ancient civilizations, learning about astronomy, and participating in charity runs.
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