Reflect
Reflect is an AI-powered, no-code end-to-end testing platform for web and mobile applications. Acquired by SmartBear in 2024, it enables developers and QA teams to create and maintain automated tests via plain-English prompts, browser recording, or API calls without writing code.
- Company typePrivate
- Founded2019
- HeadquartersPhiladelphia, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Reflect does
Reflect is an AI-powered, no-code end-to-end testing platform that enables developers and QA teams to author, execute, and maintain automated tests for web and mobile applications using plain-English prompts, browser recording, or API calls rather than hand-written scripts. The product spans functional web testing, mobile testing, visual regression, API testing, cross-browser automation, and dedicated segments for Salesforce and SAP applications, with an interactive test editor, a browser recorder, and a Reflect API for programmatic test management. Underlying technology centers on generative AI for test creation, self-healing locators that adapt to UI changes, and — more recently — agentic test automation capable of autonomous test execution and maintenance, alongside a Model Context Protocol (MCP) server that exposes the testing capability to AI coding environments such as Cursor.
The platform integrates with major CI/CD systems, test management tools, issue trackers, and browser automation frameworks including Selenium and Puppeteer, positioning it within the broader DevOps toolchain rather than as a standalone tool. The business model combines a freemium entry tier with paid subscription plans, supported by a product-led growth motion supplemented by enterprise sales for larger deployments. Reflect was founded in 2019 by Fitz Nowlan and Todd McNeal, initially UK-based with subsequent Delaware incorporation, and was acquired by SmartBear Software in January 2024. Named customers include The Motley Fool, Monday.com, Scale AI, MDLive, Crossbeam, Trendhim, MTailor, PicnicHealth, and Welcome, with the company describing its user base as "hundreds of companies" across mid-market technology and consumer brands.
Reflect firmographics
Firmographics- Name
- Reflect
- Legal name
- Reflect Software Inc.
- Website
- https://reflect.run
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Reflect is an AI-powered, no-code end-to-end testing platform for web and mobile applications. Acquired by SmartBear in 2024, it enables developers and QA teams to create and maintain automated tests via plain-English prompts, browser recording, or API calls without writing code.
- Ownership category
- akta.pro rank
Reflect industry classification
Industry- Product category
- Test Automation Software
- NAICS
- Testing Laboratories and Services (54138), Instrument Manufacturing for Measuring and Testing Electricity and Electrical Signals (334515)
- SIC
- Services-Testing Laboratories (8734), Services-Computer Programming Services (7371)
- akta.pro primary industry
- API Observability, Testing & Monitoring (BPAMAOAG)
Keywords
Where Reflect is headquartered
LocationHeadquarters
- HQ city
- Philadelphia
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Reflect business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Subscription: Reflect operates as a cloud-based SaaS platform with subscription-based pricing. The platform is fully managed, requiring no infrastructure setup from customers. Users can choose to schedule tests, run them on-demand, or trigger via CI/CD integration.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free trial available for new users to explore the platform |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Reflect product offering
Product offeringCore offering
Reflect is a cloud-based, AI-powered no-code test automation platform for web and mobile applications. Testers create automated end-to-end UI tests either by recording actions in a cloud browser or by writing plain-English prompts processed by GenAI, with the platform's AI automatically adapting tests when the application UI changes. The offering includes modules for web, mobile, visual, API, SAP/Salesforce, and cross-browser testing, plus a REST API for CI/CD automation.
Product overview
Reflect is an AI-powered, no-code testing platform acquired by SmartBear in January 2024. The platform provides a unified test automation solution with modules for web testing, mobile testing, visual testing, API testing, SAP/Salesforce testing, and cross-browser testing. Users create tests by recording browser actions or writing plain-English prompts via Generative AI, with no coding required. The platform includes a Developer API for CI/CD automation, SmartBear MCP for AI coding environment integration, and Segments for reusable test components. Reflect adapts to UI changes automatically through its AI engine, maintaining test integrity without manual maintenance.
Differentiator
Problem solved
Functional benefit
Products and services
- Reflect AI-powered, no-code UI testing platform for web and mobile applications. Enables developers and testers to create automated end-to-end tests by recording browser actions or writing plain-English GenAI prompts, without requiring code. The AI engine automatically adapts tests when UI changes occur.
- Reflect Web Testing
Quantifiable outcome
- Build end-to-end tests 10x faster than with code-based frameworks
- +3 more outcomes
Companies that use Reflect
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles3 records
Reflect technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration22 records
AI capability6 records
Feature8 records
Reflect partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SmartBear Software Inc.coreIn January 2024, SmartBear Software Inc., a US-based software firm, acquired Reflect Software Inc. (UK-based at time of acquisition). This acquisition was intended to enhance SmartBear's automation capabilities using simple English instructions for test creation. Reflect operates as a product under the SmartBear umbrella, continuing to serve the no-code testing market while benefiting from SmartBear's broader testing ecosystem.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Reflect competitors and assessment
Company assessmentDirect peers
- Functionize: Functionize is an AI-driven cloud-based test automation platform competing with Reflect on self-healing tests and natural-language test authoring for enterprise QA teams.
- Mabl: Mabl is a direct competitor offering AI-powered, no-code end-to-end testing for web applications with self-healing capabilities and a PLG motion. Both target developers and QA teams seeking Selenium alternatives.
- Testim: Testim (acquired by Tricentis) provides AI-driven test automation with low-code authoring, directly competing with Reflect's plain-English test creation and self-healing positioning for SaaS testing teams.
- testRigor: testRigor offers no-code AI-powered end-to-end testing using plain-English instructions, very similar to Reflect's approach, serving QA teams and developers replacing Selenium.
- Cypress: Cypress is a widely adopted open-source end-to-end testing framework for web apps. While code-based rather than no-code, it is one of the primary alternatives Reflect must displace in developer-led testing decisions.
- Playwright: Playwright is Microsoft's open-source cross-browser end-to-end testing framework and a primary alternative to Reflect for developer-driven web testing, increasingly adding AI features.
- Katalon: Katalon offers an end-to-end test automation platform with both codeless and scripted options across web, API, and mobile testing—directly overlapping Reflect's multi-module offering for enterprise QA.
- Applitools: Applitools is an AI-powered visual testing and end-to-end automation platform, directly competing with Reflect's visual regression module and broader AI testing capabilities.
Broad incumbents
- BrowserStack: BrowserStack is a broader testing infrastructure platform offering cross-browser testing, real device clouds, and test automation. It overlaps with Reflect's cross-browser module but operates as a multi-product incumbent.
- Sauce Labs: Sauce Labs is a cloud-based testing platform offering cross-browser, mobile, and automated testing at scale, overlapping with Reflect's web and cross-browser capabilities as a broader incumbent in software testing.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Reflect social profiles
Digital presenceReflect financial estimates
Financial estimateRevenue estimate
Valuation estimate
Reflect leadership team
Management profileNumber of profiles
Profiles2 records
Reflect funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Reflect M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Reflect
What does Reflect do?
Reflect is a cloud-based, AI-powered no-code test automation platform for web and mobile applications. Testers create automated end-to-end UI tests either by recording actions in a cloud browser or by writing plain-English prompts processed by GenAI, with the platform's AI automatically adapting tests when the application UI changes. The offering includes modules for web, mobile, visual, API, SAP/Salesforce, and cross-browser testing, plus a REST API for CI/CD automation.
Is Reflect a public or private company?
Reflect is a private company. It is classified as corporate owned and is currently operating.
When was Reflect founded?
Reflect was founded in 2019. It employs 1 to 10 people.
Where is Reflect based?
Reflect is headquartered in Philadelphia, United States, in the North America region.
How does Reflect make money?
One revenue line is on record: saaS Subscription.
Who are Reflect's main competitors?
Direct peers on record are Functionize, Mabl, Testim, testRigor, Cypress, Playwright, Katalon and Applitools. Broad incumbents are BrowserStack and Sauce Labs.
Does Reflect have an API?
Yes. Reflect provides a REST API at https://api.reflect.run/v1/ that allows developers to programmatically execute tests and suites. The API supports Suites API, Tests API, and Segments API endpoints. Authentication is via X-API-KEY header. Available endpoints include triggering suite executions via POST to /v1/suites//executions and retrieving execution status. Developer documentation is at support.smartbear.com/reflect/docs/en/api.html.
What industry is Reflect in?
Reflect's product category is Test Automation Software. Its primary akta.pro industry code is BPAMAOAG, API Observability, Testing & Monitoring. Its NAICS code is 54138 and its SIC code is 8734.