Steep

High-Level Overview

Steep is a fast-growing SaaS business intelligence (BI) tool designed for modern data leaders, built specifically for the semantic layer to make analytics intuitive and accessible to everyone in an organization.[1][2] Founded in 2021 in Stockholm, Sweden, by analytics and design leaders from Spotify, iZettle, PayPal, and Kry, Steep addresses the "last mile" problem in analytics by enabling metrics to be defined once as a single source of truth, providing governance for teams while empowering non-experts to explore data independently.[1][2] With 1-10 employees and seed-stage funding, it serves B2B customers by streamlining data analysis in the modern data stack era, where data collection is solved but distribution remains a bottleneck.[1][2]

Origin Story

Steep was founded in 2021 by Johan Baltzar (CEO) and Nino Höglund (CPO), both experienced analytics and design leaders who previously drove data initiatives at high-growth tech companies like Spotify, iZettle (acquired by PayPal), PayPal, and Kry.[1][2] The idea emerged from their firsthand frustration with inefficient analytics processes: even top analytics teams struggle to serve entire organizations manually, limiting data access to experts.[2] Drawing parallels to how Figma made design "multiplayer," they aimed to revolutionize analytics with a focus on data, design, and user-friendly metrics over complex queries.[2] Early traction stems from their strong networks and a handpicked team of analysts, designers, and developers from successful tech firms, positioning Steep for rapid iteration in Stockholm's tech scene.[1][2]

Core Differentiators

Steep stands out in the crowded BI space through these key strengths:

• Semantic layer focus with metrics-first approach: Unlike query-heavy tools, metrics are defined once and reusable organization-wide, ensuring a single source of truth for governance and self-service analysis.[1][2]
• Intuitive design for all users: Combines deep data expertise with strong design DNA, making analytics accessible beyond experts—akin to Figma's impact on design workflows.[2]
• Modern data stack integration: Tackles the "last mile" by evolving with industry processes, enabling multiplayer analytics without analyst bottlenecks.[2]
• Experienced, lean team and network: Backed by investors and partners from top tech companies, with perks like equity and new tech gear supporting a high-caliber group of 1-10 employees.[1]

Role in the Broader Tech Landscape

Steep rides the modern data stack wave, where tools like dbt and Snowflake have mastered data collection and cleaning, but the challenge shifts to democratizing insights across organizations.[2] Timing is ideal amid surging demand for semantic layers and headless BI, as enterprises seek governance amid AI-driven data proliferation—Steep's metrics model directly counters silos and manual handoffs.[1][2] Market forces like remote work and self-service expectations favor its B2B SaaS model, while Sweden's startup ecosystem amplifies its influence through founder pedigrees from unicorns.[1] By empowering non-technical users, Steep influences the ecosystem toward collaborative analytics, potentially accelerating adoption in scale-ups globally.[2]

Quick Take & Future Outlook

Steep is poised for breakout growth as seed-funded BI innovators capturing the semantic layer shift, with its founder expertise and free-trial setup driving viral adoption among data teams.[1][2] Next steps likely include expanding beyond 10 employees, deepening integrations, and chasing Series A amid BI market consolidation. Trends like AI-augmented metrics and embedded analytics will shape its path, evolving Steep from a niche tool to a Figma-like standard for organizational data fluency—democratizing insights starts with intuitive tools like this.[2]