Motif Analytics was founded at the end of 2021 by former Google staff Mikhail Panko, chief executive officer at Motif Analytics, and Theron Ji, chief technology officer at Motif Analytics.

The company focuses on turning raw data into insights and uses sequence analytics to identify growth and optimisation opportunities.

Panko said: “I haven’t met a head of growth or operations who was happy about their team’s ability to use company data in everyday decision-making.

“They try and get disillusioned with self-serve analytics tools, which promise one-click solutions and trivialise the complexity of cleaning, modelling and interpreting data. There is a reason why data teams don’t want to touch them. I’ve observed many companies who can’t point to any meaningful wins from expensive product analytics tools they bought.”

Viviana Faga, general partner at Felicis, added: “Motif’s fresh and differentiated approach uses sequence analytics and has a unique way to apply artificial intelligence to analytics data.

“Most companies struggle with complex data stacks and mountains of effort to deliver practical insights for everyday business decisions—now with Motif there’s an easy-to-use solution that will reinvent how tech companies use their data.”