Ex-Canva Exec Raises $9.9M to Revolutionize How Teams Map User Journeys
A new startup is set to change the way product teams understand their users and it’s already turning heads in the tech world. Adora, co-founded by former Canva head of product Omar Salem and Amazon software developer Nathan Scully, has just closed a $9.9 million seed funding round. Leading the investment were Blackbird Ventures and Skip Capital, signaling strong confidence in the startup’s vision.
Adora’s platform is designed to tackle a challenge every growing tech company faces: knowing exactly how users experience their product. In today’s fast-paced digital world, teams release features rapidly, often across multiple languages, devices and user types. Traditional tools like screenshots, static design files and fragmented analytics simply can’t keep up. Adora aims to fill that gap by automatically capturing every interaction and user path across a product. It then generates live visual maps, enriched with analytics and AI-driven insights. In other words, product teams can see exactly what their users see—and spot problems before they escalate.
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Already, major companies are taking notice. Teams at Canva, Notion, Replit, Granola and Chess.com are using Adora’s platform in its private beta. Chess.com’s chief growth officer, Albert Cheng, highlighted how real-time visibility into user flows helps uncover opportunities to reduce friction and improve the user experience. With over 2,000 companies waiting to access the platform, the demand is clear.
CEO Omar Salem explained that the inspiration for Adora came from firsthand experience at Canva, where he led product growth. Despite serving millions of users across diverse products, there was no reliable way to track how each user actually interacted with the platform. Adora now provides that missing visibility, acting as a safety net for teams navigating the complexity of modern software development.
The startup is also positioning itself at the intersection of AI and product management. As AI-assisted coding accelerates feature releases, inconsistencies and fragmented experiences can multiply. Adora’s platform identifies issues early, helping teams maintain consistency while keeping up with rapid development cycles.
With this $9.9 million infusion, Adora plans to expand its Sydney headquarters and grow its team, further refining its tools for the global tech market. Analysts say the platform could redefine how companies track user experience and make product decisions at scale, potentially improving customer satisfaction across industries.
For anyone following innovation in software development, Adora represents a significant leap forward. Stay with us for continuous updates on the startup world, AI in product design and the tools shaping the next generation of digital experiences.
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