# Duel Tech

> Duel is a London-founded B2B SaaS company that runs a Brand Advocacy Platform, helping consumer retail brands recruit, activate and scale tens of thousands of customers, creators, fans, employees and ambassadors into a measurable word-of-mouth growth channel. Founded in 2017 by adventurer-turned-entrepreneur Paul Archer and games developer Naio Tsarouchis, and certified as a B Corp, Duel powers advocacy programs for brands including Charlotte Tilbury, Lush, ELEMIS, Victoria's Secret, Abercrombie & Fitch and Pandora, and raised a $16M Series A in September 2025.

- **Founded:** 2017
- **Headquarters:** London, United Kingdom
- **Founders:** Paul Archer (Founder & CEO), Naio Tsarouchis (Co-founder)
- **Team size:** ~76 employees
- **Products:** Brand Advocacy Platform, Ambassador Programs, Social Affiliate Programs, Advocacy ROI Measurement, Enterprise AI capabilities
- **Notable:** Raised $16M Series A in September 2025, co-led by Molten Ventures and Bright Pixel Capital, Certified B Corporation, Powers advocacy programs for major brands including Charlotte Tilbury, Lush, ELEMIS, Victoria's Secret and Abercrombie & Fitch

## Products & services

- **Brand Advocacy Platform** — A B2B SaaS platform (an Advocate Relationship Management system) that lets consumer retail brands recruit, activate, manage and measure tens of thousands of advocates, affiliates, employees and ambassadors in one place.
- **Ambassador Programs** — Top-of-funnel programs focused on awareness and authentic content, engaging members through tasks, missions and briefs that earn points and unlock rewards.
- **Social Affiliate Programs** — Bottom-of-funnel programs focused on revenue and conversion, with personalised advocate storefronts and referral tracking that drive social commerce.
- **Advocacy ROI Measurement** — Analytics that quantify the true ROI of advocacy and its impact on social commerce compared with paid advertising.
- **Enterprise AI capabilities** — AI-driven features to help enterprise brands scale advocate recruitment, content and program management, a focus of post-Series-A investment.

## Achievements

- Raised $16M Series A in September 2025, co-led by Molten Ventures and Bright Pixel Capital
- Certified B Corporation
- Powers advocacy programs for major brands including Charlotte Tilbury, Lush, ELEMIS, Victoria's Secret and Abercrombie & Fitch
- Total funding of over $21M to date
- Expanded from the UK into the US with a New York office
- Featured in TechRound's TechRound100

## Latest updates

- **2025-09** — Closed a $16M Series A co-led by Molten Ventures and Bright Pixel Capital, with participation from Mimecast founder Peter Bauer, to scale in the US and expand enterprise AI capabilities.
- **2025** — Opened a New York office to support US expansion.

## Links

- Website: https://duel.tech
- LinkedIn: https://www.linkedin.com/company/dueltech
- Twitter/X: https://twitter.com/duel
- Facebook: https://facebook.com/daredevilproject

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Profile page: https://yespress.io/duel-tech
Published by YesPress — https://yespress.io
Last updated: 2026-07-21