Highlight —AI that works everywhere you do.

At Highlight, we envision a future where every product innovation is guided by authentic, real-world consumer insights that empower brands to create meaningful, loved products efficiently and responsibly. Our mission is to eliminate guesswork from product development by integrating technology and human experience into one seamless platform.

We leverage proprietary AI and a carefully curated community of testers to deliver fast, precise feedback throughout the entire product lifecycle, enabling companies to pivot and perfect in real time. By fostering ecological responsibility and streamlining traditionally cumbersome research processes, we are redefining how consumer goods reach excellence.

We've been watching Highlight since their launch in 2020, and what they're doing in the product testing space is genuinely impressive. They've essentially reinvented how consumer brands get feedback on new products, turning what used to be a slow, messy process into something remarkably streamlined and tech-forward.

Why It's a Game-Changer

What caught our attention is how Highlight has managed to compress months of traditional product testing into a matter of days or weeks. Their platform connects brands directly with pre-screened testers (called "Highlighters") who try products in their homes and provide real-time feedback. It's like having a focus group that never sleeps, but more natural and authentic.

The Tech That Makes It Tick

The real magic happens behind the scenes. Highlight's AI-powered analytics turn mountains of consumer feedback into actionable insights almost instantly. We're particularly impressed by their client portal that's cut the usual hundreds of back-and-forth emails down to just a few clicks.

Their platform handles everything from shipping logistics to data analysis, which explains why giants like Nestlé, P&G, and Target have jumped on board. It's the kind of end-to-end solution that makes you wonder why nobody thought of it sooner.

Who Should Pay Attention

If you're in consumer goods or retail, especially in product innovation, this is worth your attention. The platform seems particularly valuable for brands looking to move fast and reduce the risk of product failures – which, let's face it, is everyone in the CPG space these days.

Their rapid growth (tripling revenue and customer base) and recent $18 million Series A funding suggest we're not the only ones who see the potential here. While it's built for bigger brands, we think this could be especially game-changing for mid-sized companies trying to compete with industry giants.

Room for Improvement

While Highlight's approach to environmental responsibility in shipping is commendable, we'd love to see more specific metrics about their sustainability efforts. That said, by streamlining the testing process and reducing waste from failed products, they're already making a positive impact.