Cello (software company)

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Cello
IndustrySoftware Development
Founded2022; 3 years ago (2022)
Founder
  • Stefan Bader
  • Robert Colletti
HeadquartersMunich, Bavaria
Websitecello.so

Cello is a German software company based in Munich that provides an all-in-one referral platform (user and partner referrals) for B2B software companies.[1] The platform enables businesses to acquire new customers through incentivized word-of-mouth referrals, positioning itself as a tool for what the company calls "user-led growth."

History

Cello was founded in 2022 by Stefan Bader[2] and Robert Colletti. The company launched with the aim of turning users and customers of SaaS (Software as a Service) products into a scalable sales and marketing channel.

In September 2022, Cello raised a €2.3 million pre-seed round led by byFounders, with participation from Tiny VC, Possible Ventures, and Notion Capital.[3] Early customers included high-growth SaaS companies such as Demodesk and Sastrify.[4]

In July 2023, Cello secured a $3.5 million[5] (€3.1 million) seed round led by HV Capital. The round was reported as being "pre-empted" due to high investor interest.[6] In coverage by Business Insider and Tech.eu,[7] CEO Stefan Bader emphasized that Cello provides SaaS companies with a scalable and ROI-positive acquisition channel in a short time frame.

In November 2023, Sifted (by the Financial Times) identified Cello as a rising star[8] within Munich’s growing tech ecosystem, further demonstrating the company’s rising profile in the European and US B2B software space.[9] As part of its GTM10 initiative, Cello is actively targeting the US market, underscoring its international ambitions. The company has already gained traction with notable clients such as Miro, Typeform, and Veed.

Cello in collaboration with the Lightspeed Venture Partners launched The GTM10 Awards[10][11] as an annual recognition program in 2025, aimed at honoring the top global go-to-market (GTM) leaders in the software industry.[12]

Product

Cello’s platform allows SaaS companies to set up referral programs quickly, enabling existing users and partners to share products with peers and receive private monetary in return. The company describes this model as "user-led growth," aiming to leverage the trust in peer recommendations to drive software adoption.

References

  1. ↑ "Cello – Startup Profile". EU-Startups. Retrieved 13 May 2025.
  2. ↑ "User-Led Growth mit Stefan Bader von Cello". ARRtist Podcast (in Deutsch). Retrieved 13 May 2025.
  3. ↑ "Cello Raises €2.3M to Build the World's First User-Led Growth Platform for SaaS". Startups Magazine. Retrieved 13 May 2025.
  4. ↑ "Cello Raises €2.3M in Funding". Finsmes. 30 September 2022. Retrieved 13 May 2025.
  5. ↑ "Cello, a German User Referral Startup, Raises Pre-empted $3.5 Million". Business Insider. July 2023. Retrieved 13 May 2025.
  6. ↑ "Cello Raises $3.5 Million in Seed Round". The SaaS News. 20 July 2023. Retrieved 13 May 2025.
  7. ↑ "Munich-based SaaS referrals platform Cello has raised €3.1 million". Tech.eu. 21 July 2023. Retrieved 13 May 2025.
  8. ↑ "Sales and Customer Service Tech 2024 Briefing". Sifted. Retrieved 13 May 2025.
  9. ↑ "Could Bavaria Finally Become the California of Europe?". Sifted. Retrieved 13 May 2025.
  10. ↑ "The GTM10 Awards". The GTM10. Retrieved 13 May 2025.
  11. ↑ "The GTM10 Awards: Recognizing GTM Leaders That Drive Growth in Software". TechCrunch. Retrieved 13 May 2025.
  12. ↑ "Cello and Lightspeed Announce the GTM10 Awards – Nominations Now Open". Business Wire. 20 March 2025. Retrieved 13 May 2025.

External links

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