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Reflow, a workflow measurement startup, raised a $15 million-plus seed round, founder Uğur Kaner tells Axios exclusively.

The big picture: Companies are buying AI tools fast, but most still cannot measure the work those tools are supposed to replace.

Operations teams often run on undocumented workflows spread across browsers, spreadsheets and internal tools, which makes automation a guessing game.

Reflow believes that capturing a baseline of how work happens gives leaders a way to target automations at the highest-friction tasks.

Follow the money: The round was led by Bling Capital and Basis Set Ventures, with participation from BTV and Designer Fund.

How it works: Reflow has built native Mac and Windows apps that are installed on employee computers to measure activity and workflow timelines.

It collects interaction metadata, including app names, URLs, and page titles, along with click and scroll data.

That activity is grouped into inferred tasks so teams can see where time is spent and where work breaks down.

"We capture metadata from people's interactions, and we try to make sense of it," Kaner says.

Between the lines: A product that tracks employee work can raise trust concerns, and many buyers want visibility that employees may not want to provide.

Kaner says Reflow doesn't keylog or capture what people type, and employees can mark certain apps as private.

Employers can define which data is collected, and all data remains local until those policies are set.

Reflow is SOC 2 Type 2 compliant, and the default data retention period is three months, with older data archived in accordance with customer policy, Kaner says.

State of play: Reflow is selling into operations-heavy teams such as support, finance ops, and compliance where small time savings can compound.

Kaner says customers can get usable workflow insights within a couple of days because Reflow does not require deep integrations.

Pricing is per seat per month, with pilots that can expand to broader rollouts.

Context: Kaner previously co-founded Collective, which bundles tax, accounting and other back-office services for self-employed workers.

He says the idea for Reflow came from seeing how hard it is for growing companies to quantify where operational work time actually goes before automating it.

Exclusive: Reflow raises $15M seed for workflow measurement

Its app maps workflows before implementing automation.

Illustration of a magnifying glass examining a glowing laptop. 

Reflow, a workflow measurement startup, raised a $15 million-plus seed round, founder Uğur Kaner tells Axios exclusively.The big picture: Companies are buying AI tools fast, but most still cannot measure the work those tools are supposed to replace.

Exclusive: Reflow raises $15M seed for workflow measurement

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