Oliver Lane: At Behind Login, We Remove the Barriers to Competitor Research and Unlock Critical Market Insights for Our Clients

August 29, 2022

At Behind Login, we remove the barriers to competitor research and unlock critical market insights for our clients

Tell us about yourself?

Founder & Director at Behind Login. Previously managed the mobile apps for the UK’s biggest investing platform Hargreaves Lansdown where my team struggled with competitor research, hence building Behind Login to solve these problems.

And before that worked in mobile strategy consulting, helping businesses build and launch new mobile apps across a range of industries.

If you could go back in time a year or two, what piece of advice would you give yourself?

Less is more! Being able to articulate what your company does quickly and concisely will help with sales, networking, fund raising and more. In the words of Albert Einstein “If you can’t explain it simply you don’t understand it well enough.”

What problem does your business solve?

We remove the barriers to competitor research and unlock critical market insights for our clients.

What is the inspiration behind your business?

Managing the apps for the UK’s biggest investing platform I was responsible for defining our strategy for growth.

Part of this strategy definition was competitor and market research, but this meant myself and my team signing up to multiple different competitor accounts using our own personal details, credit scores, money and time – and then have to regularly check in to make sure that research is not out of date.

It is manual, time consuming and generated unnecessary business risk! We felt this pain, tested it and saw it resonated with the market and designed a business around solving it!

What is your magic sauce?

We have built a network of 1 million + app users, our “SuperUsers”, across the globe that we interview and survey to understand the functionality, features and user sentiment across the market.

To accompany this we have built technology that scans App Store release notes and Social Media posts to spot new feature releases as soon as they hit the market.

Our expert research team then leverages these assets in bespoke projects to help our clients with a variety of challenges; demonstrating the state of the market, overcoming design challenges, identifying market gaps or avoiding disruption.

What is the plan for the next 5 years? What do you want to achieve?

We have successfully built our consultancy business and are have just released a subscription product called ReleaseTrack. An annual subscription that gives you complete visibility of the competitive landscape and peace of mind when it comes to competitor research.

Our plan is to evolve and grow this subscription product before moving into other industries and locations to achieve our mission to create complete transparency across the digital landscape, promoting better competition and creating better products and experiences for consumers.

What is the biggest challenge you’ve faced so far?

Growth! Finding clients when the product is fairly unknown in the market and then engaging, pitching and selling this product.

We started small but have gained momentum and this challenge has now been subdued. We perceive the next challenge to be raising capital to fuel software development and team growth.

How do people get involved/buy into your vision?

Find out more and get in touch on the Behind Login website: https://www.behindlogin.com/

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