Finland’s Thingtesting raises $2 mln seed round

Thingtesting, a startup on a mission to build the go-to destination to discover, learn, and talk honestly about new online brands, said it has raised $2 million seed round led by Forerunner Ventures.

“The endless aisle of new choices is impossible to wrangle and transparency, while waxing as a consumer expectation, is waning as brands and channels proliferate. Where’s the single source of truth for consumers?” Forerunner’s partner Nicole Johnson wrote in a blog.

Thingtesting has rapidly gained steam as the №1 destination for the modern consumer to make intentional brand choices, she said.

Thingtesting started as a brand-spotting Instagram account and passion project in 2018. Founder and CEO Jenny Gyllander, former marketing head at Slush, started Thingtesting while working in the VC world, initially chronicling and adding an objective voice to the deluge of new DTC brands she was seeing in the industry.

“We are eager to partner with Jenny, having led her recent investment round, with much enthusiasm about her incredible capabilities as a founder and leader and the company’s path forward. Every purchase is a vote of confidence, and we believe Thingtesting is building the go-to spot for today’s and tomorrow’s consumer to make that vote from a more empowered place,” Forerunner’s Johnson said.