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Reeler
Techstars '22Stockholm, SE · Founded 2021 · 3 employees on LinkedIn · 1 known investors
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Reeler is a platform for user-generated content (UGC) marketing that handles audio and video formats. The company serves marketers and content creators who work with UGC campaigns.
Also known as Reeler · Reeler Tech
Founders & leadership
Investors · 1
How we know: the Techstars portfolio · open dataset · Top 3000 Accelerator Startups (no YC) 2026-08 · Not right? Tell us
Company profile
researched Sep 2026Reeler is a Stockholm-based software company offering an enterprise SaaS platform for user-generated content (UGC) marketing. The product covers the full UGC campaign workflow: collecting content from end-users via hashtags, email or landing-page forms; collaborative review and selection; cropping and reformatting for different marketing channels; organizing and storing assets in a UGC media library; and publishing to social media and embeddable website galleries.
The platform is designed to handle a range of media formats, including video, photos, audio clips and text-based testimonials, with brands able to post collected content directly to their channels or edit it into new videos. Reeler positions the handling of video and audio as a gap it set out to close relative to existing UGC tooling. The company describes itself as working with European companies in digital content marketing and markets the platform to brands' marketing teams on a subscription basis.
Founding story
The founders, who state more than ten years of combined experience in user-generated content marketing, found no existing platform that handled the most engaging media formats, including audio and video. They validated the problem with 15 large consumer brands working with UGC before building Reeler, which was founded in 2021.
Business model
B2B subscription software. Brands take a Reeler subscription giving their marketing teams access to the platform for collecting, organizing, editing and publishing user-generated content.
Subscription-based SaaS sold to brands; the company also operates a sales partner program through which partners jointly promote the platform in their markets.
Traction
Named customers include Radinn, which reported a 30% increase in social channel engagement after creating a fan portal for photos and videos; Bokus Group, described as Sweden's largest bookseller, which invited customers to co-create videos for its YouTube channel; and Tree Of Pets, which manages social media content for 15 pet food brands in the platform. Directory listings describe the company as pre-seed with 1-10 employees.
▸Full profile — market position, technology, go-to-market, geography, history
Market position
An early-stage Swedish SaaS vendor in the user-generated content marketing category, serving European brands in digital content marketing.
Reeler emphasises support for audio and video alongside photos and text testimonials, and covers the complete campaign workflow from content collection through review, reformatting, storage and publishing in a single interface, aimed at reducing the administrative overhead of UGC campaigns.
Technology
A web-based platform for UGC campaign management, supporting collection by hashtag, email and landing-page forms, collaborative review, cropping and reformatting for multiple channels, a media library, and publishing into social channels and embeddable website galleries. It supports video, photo, audio and text testimonial formats, and integrates with photo and video sharing social networks, video sharing platforms, cloud computing providers, an event-driven media hub, image and video management services, and programmable communications tools.
Go-to-market
Direct sales via demo requests on the company website, supported by customer case studies, plus a Reeler Partner Program under which sales partners promote the platform in their own markets. Partnerships and integrations with social, cloud and communications platforms extend distribution.
Consumer brands and their marketing teams running user-generated content campaigns, including retailers and multi-brand companies; referenced customers include Radinn, Bokus Group and Tree Of Pets.
Geography
Headquartered in Stockholm, Sweden, marketing the platform to customers in Sweden and other European markets, with a stated worldwide orientation.
History
Founded in 2021 in Sweden by co-founders Mats Ulenius (CEO), Magnus Bågenholm (CTO) and Jessica. The company built a SaaS platform for UGC campaign management, added customer deployments with European brands, and established integration and sales partnerships as well as a partner program.
Compiled by commissioned research from 8 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Related companies · 3
Companies working in the same space as Reeler.
▸Research sources · 8
primary sources listed
- Reelerreelertech.com · web
8 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Reeler do?
- Swedish SaaS platform that lets brands collect, review, edit and publish user-generated content across marketing channels.
- Who are Reeler's investors?
- Reeler's investors include Techstars.
- Where is Reeler headquartered?
- Reeler is headquartered in Stockholm, SE.