Lookback
- Company typePrivate
- Founded2015
- HeadquartersMenlo Park, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
Lookback firmographics
Firmographics- Name
- Lookback
- Legal name
- Lookback Group, Inc.
- Website
- https://lookback.io
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Where Lookback is headquartered
LocationHeadquarters
- HQ city
- Menlo Park
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Lookback business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription - Plan Fees: Annual subscription fees for tiered plans (Freelance, Team, Insights Hub, Enterprise) with bundled sessions and collaborator seats. No monthly billing available; annual commitments only.
- Session Add-on Packages: Additional session packages available for purchase: Freelance tier at $299/package ($29.90/session), Team at $178/package ($17.80/session), Insights Hub at $137/package ($13.70/session). Minimum purchase of 10 sessions.
- Participant Recruitment: Panel participant recruitment fees powered by User Interviews integration. Pricing varies by plan: $49/participant pay-as-you-go, discounted rates for plan holders ($38, $31, or $25 depending on tier). Minimum 10 participants for discounted rate.
- Incentive Management: 6% fee applied when incentives are distributed through Lookback for participant compensation.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Solo researcher plan with 10 sessions/year |
| Subscription | Annual | Growing research teams with 100 sessions/year |
| Subscription | Annual | Research operations at scale with 300 sessions/year |
| Subscription | Multi-year contract | Enterprise-wide customer understanding engagement |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Lookback product offering
Product offeringCore offering
Lookback is a cloud-based SaaS platform for remote user experience research that enables teams to conduct moderated and unmoderated usability testing, interviews, and task-based studies with participants worldwide. The platform captures screen, camera, and audio recordings, provides AI-powered analysis through the Eureka assistant and Discover cross-session search, and offers integrated participant recruitment powered by User Interviews. It supports testing on websites, prototypes (Figma, ProtoPie, Adobe XD), and native iOS/Android applications.
Product overview
Lookback is a UX research platform offering remote user testing through multiple research methods: moderated sessions (LiveShare for screen-focused testing, Interview for conversational research) and unmoderated sessions (Tasks for step-by-step studies, SelfTest for simple usability tests). The platform integrates AI throughout with Eureka (research assistant for note-taking and finding surfacing) and Discover (cross-session pattern analysis). Additional features include Findings (video snippets), Reels (highlight compilations), and a Participant panel powered by User Interviews. The platform supports testing on web, native apps (iOS, Android), and prototypes via integrations with tools like Figma and ProtoPie.
Differentiator
Problem solved
Functional benefit
Products and services
- Lookback Core Platform Cloud-based SaaS platform for remote user experience research, enabling moderated and unmoderated usability testing with AI-powered analysis, screen and audio recording, and integrated participant recruitment. Used by UX researchers, product managers, designers, and insights teams at companies such as Nubank, Zapier, and Intuit.
- Lookback Participate App Mobile application available on iOS App Store and Google Play Store that participants install to join Lookback research sessions. Records screen, camera, and microphone during testing and supports systemwide screen recording on both iOS and Android.
- Lookback MCP Server Model Context Protocol server that enables researchers to connect external LLMs to their Lookback data for research analysis. Exposes session transcripts, names, metadata, project names, and task instructions and responses, while keeping video and audio files private. Authentication uses standard Lookback credentials via OAuth.
Quantifiable outcome
- Research cycles that used to take weeks now take days
- +1 more outcomes
Companies that use Lookback
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles4 records
Lookback technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
AI capability8 records
Feature8 records
Lookback partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- User InterviewscoreLookback's participant panel is powered by User Interviews integration, providing access to over 6 million participants spanning consumer and professional segments. The integration enables fast, reliable recruitment with one hour median time to first match and 98% positive session feedback.
- OpenAIcoreOpenAI provides text analysis capabilities for Lookback's AI features including Headlines, Suggested Findings, Eureka, and AI Moderator. Text transcripts, researcher notes, findings, metadata, and task questions/responses are sent to OpenAI via secured API with TLS 1.2+ encryption. OpenAI is contractually prohibited from using submitted data for model training.
- AssemblyAIcoreAssemblyAI provides speech-to-text transcription for Lookback sessions. Session audio is sent via secured API with TLS 1.2+ encryption. AssemblyAI deletes audio data upon transcription job completion and is contractually prohibited from using data for model training.
- LearnersminorLookback partners with Learners for the UX Research Rundown monthly newsletter, a curated publication covering UX research topics. This content partnership drives awareness and lead generation for Lookback.
- StripecoreStripe processes all payments through Lookback's website. Lookback does not directly collect or store payment card information; Stripe handles billing information processing subject to its own privacy policy.
Scale indicators4 records
Recent moves6 records
Expansion highlights5 records
Lookback competitors and assessment
Company assessmentDirect peers
- UserTesting: UserTesting (now merged with UserZoom) is the largest dedicated remote user research platform, offering moderated/unmoderated testing, participant panels, and insight analysis. It directly competes with Lookback's core LiveShare, Interview, and SelfTest methods for enterprise UX research buyers.
- Maze: Maze is a rapid, product-led UX research platform focused on unmoderated prototype and concept testing. It overlaps with Lookback's Tasks, SelfTest, and prototype-testing flows and targets the same product manager and UX researcher personas.
- Dovetail: Dovetail is a customer research repository and analysis platform that ingests interviews, surveys, and session recordings to surface insights. It competes with Lookback's Discover and Findings/Reels workflows, particularly for research-ops and insights teams that prioritize analysis over live testing.
- Sprig: Sprig combines in-product surveys, concept testing, and user interviews targeting product teams. It competes with Lookback's unmoderated Tasks/SelfTest methods and overlaps on recruitment and rapid qualitative insight delivery.
- Hotjar: Hotjar provides session recording, heatmaps, on-site surveys, and user feedback tools aimed at product and marketing teams. It overlaps with Lookback's screen-recording and unmoderated testing capabilities at a lower price point, often serving as a substitute for SMB and product-manager-led research.
- Optimal Workshop: Optimal Workshop is a suite of UX research tools (tree testing, card sorting, first-click testing, surveys) used by UX researchers and information architects. It is comparable as a horizontal UX research platform serving similar research-team buyers, though it emphasizes information-architecture methods over live moderated testing.
Emerging players
- Respondent.io: Respondent operates a participant recruitment marketplace for B2B and consumer research, with its own interview tooling. It overlaps with Lookback's User Interviews-powered recruitment panel and competes for the same research-buyer workflows.
- Great Question: Great Question is a UX research operations platform combining participant recruitment, panel management, and research repository features. It is comparable to Lookback's Insights Hub and recruitment integration for research-ops teams scaling participant management.
- Ethnio: Ethnio provides participant recruitment, screening, and scheduling for UX research, including intercept recruitment and panel management. It overlaps with the recruitment side of Lookback's offering and is used by similar enterprise research teams.
Others
- User Interviews: User Interviews is the participant recruitment marketplace that powers Lookback's panel and is also offered as a standalone product. It is comparable as both an embedded feature inside Lookback and as an adjacent tool used by the same buyer (UX researchers).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Lookback social profiles
Digital presenceLookback compliance and trust
Trust signalCompliance4 records
Lookback financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lookback leadership team
Management profileNumber of profiles
Profiles6 records
Lookback funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lookback M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Lookback
What does Lookback do?
Lookback is a cloud-based SaaS platform for remote user experience research that enables teams to conduct moderated and unmoderated usability testing, interviews, and task-based studies with participants worldwide. The platform captures screen, camera, and audio recordings, provides AI-powered analysis through the Eureka assistant and Discover cross-session search, and offers integrated participant recruitment powered by User Interviews. It supports testing on websites, prototypes (Figma, ProtoPie, Adobe XD), and native iOS/Android applications.
Is Lookback a public or private company?
Lookback is a private company. It is classified as venture growth investor backed and is currently operating.
When was Lookback founded?
Lookback was founded in 2015. It employs 11 to 50 people.
Where is Lookback based?
Lookback is headquartered in Menlo Park, United States, in the North America region.
How does Lookback make money?
Four revenue lines are on record. Subscription - Plan Fees are the primary driver. The others are session Add-on Packages, participant Recruitment and incentive Management.
Who are Lookback's main competitors?
Direct peers on record are UserTesting, Maze, Dovetail, Sprig, Hotjar and Optimal Workshop. Emerging players are Respondent.io, Great Question and Ethnio. User Interviews is listed as an others.
Does Lookback have an API?
Yes. Lookback provides an MCP (Model Context Protocol) server that allows users to connect external LLMs to their Lookback data for research analysis. The MCP integration exposes session transcripts, session names, metadata, project names, task instructions and answers (video and audio are not exposed). Authentication uses standard Lookback credentials via OAuth. Additionally, Lookback integrates with OpenAI API (for text analysis including Headlines, Suggested Findings, Eureka, AI Moderator) and AssemblyAI API (for speech-to-text transcription), both accessed via secured, authenticated API connections with TLS 1.2+ encryption. Note: Data from Google Workspace APIs (calendar integration) is not used to develop, improve, or train generalized AI/ML models. Developer documentation is at help.lookback.io/en/articles/13941898-how-lookback-uses-ai-and-handles-your-data.