Hansel.io

Hansel.io, founded in 2015 by Varun Ramamurthy, Parminder Singh, and Mudit Mathur, provides a no-code product experience platform for mobile-first companies. The founders, with prior experience at prominent tech companies like Flipkart, Zynga, and Rediff, identified a critical bottleneck in mobile app development where even minor changes required significant developer effort and lengthy app store approval cycles. This firsthand experience was the driving force behind creating Hansel.io.

The company operates in the mobile app management and product optimization market, serving product managers and growth marketers. Its platform is designed to empower these teams to modify live mobile applications in real-time without writing any code. This is achieved through a feature middleware infrastructure that decouples the user interface from the underlying code, allowing for instant changes to be deployed to specific user segments. The business model is centered on providing this platform to clients, which have included major companies like PayTM, Redbus, MPL, Ola, and Tokopedia.

The core offering is a suite of tools that enable A/B testing, feature management, and the deployment of contextual "nudges" and walkthroughs within an app. These nudges are designed to guide users through the app, improve user onboarding, drive feature adoption, and ultimately increase conversions and retention. The platform allows for deep personalization, where every aspect of a feature can be modified at runtime for any user segment across different devices. Key features include a segmentation engine, a user journey builder, and detailed reporting to measure the impact of the changes made. Initially focused on helping developers fix bugs, the company strategically pivoted to empower product managers to ship new experiences, a move that significantly broadened its market appeal.

A significant milestone in the company's history was its acquisition by Netcore Solutions in November 2020. The acquisition was a part-cash, part-stock deal that saw the Hansel.io team and its intellectual property integrated into Netcore's suite of marketing technology products. Prior to the acquisition, Hansel.io had successfully raised $5.4 million in funding from investors such as Chiratae Ventures, Vertex Ventures, and Endiya Partners.

Keywords: no-code platform, product experience, mobile app management, A/B testing, contextual nudges, feature management, user onboarding, feature adoption, in-app experience, product optimization, conversion rate optimization, user retention, mobile-first, real-time app modification, product growth, Varun Ramamurthy, Parminder Singh, Mudit Mathur, Netcore, user journey optimization, personalization engine, app analytics, mobile development tools, growth marketing