Duel has developed both the technology and methodology to enable purpose-led brands to drive organic growth through word of mouth and advocacy.
Committed to working with brands that put people and the planet over profit, Duel is demystifying word-of-mouth marketing and breaking a brand’s reliance on digital advertising and other short-form marketing practices to build movements and deliver growth.
Duel’s product is a Brand Advocacy Platform that drives organic growth and retention for high passion brands. The platform scales management of the brand’s relationship with thousands of their advocates through Advocacy Programs that engage, retain and drive word-of-mouth sales. The platform combines different advocacy tools (including brand challenges, UGC, referrals, loyalty, affiliates and surveys), under one platform so brands can build rich, customer membership clubs and VIP programs with airline style ‘status’ tiers, groups and segmentation.
Founded by world-record breaking adventurer and former brand ambassador, Paul Archer, and viral games developer, Panagiotis Tsarouchis, the Duel team is made up of psychologists, brand experts and community builders from companies including Amazon and Lululemon.
The platform is used by brands such as Rab, Lowe Alpine, Tough Mudder, Monica Vinader, King of Shaves, Frugi and Mud Jeans and the team has consulted with over 450 brands including Amex, Travelex, M&S, Philips, Boots, Schuh and TopShop.
Duel was featured in Gartner’s ‘Cool Vendor’ Retail Marketing category.
For more information, please visit: https://www.duel.tech/
Committed to working with brands that put people and the planet over profit, Duel is demystifying word-of-mouth marketing and breaking a brand’s reliance on digital advertising and other short-form marketing practices to build movements and deliver growth.
Duel’s product is a Brand Advocacy Platform that drives organic growth and retention for high passion brands. The platform scales management of the brand’s relationship with thousands of their advocates through Advocacy Programs that engage, retain and drive word-of-mouth sales. The platform combines different advocacy tools (including brand challenges, UGC, referrals, loyalty, affiliates and surveys), under one platform so brands can build rich, customer membership clubs and VIP programs with airline style ‘status’ tiers, groups and segmentation.
Founded by world-record breaking adventurer and former brand ambassador, Paul Archer, and viral games developer, Panagiotis Tsarouchis, the Duel team is made up of psychologists, brand experts and community builders from companies including Amazon and Lululemon.
The platform is used by brands such as Rab, Lowe Alpine, Tough Mudder, Monica Vinader, King of Shaves, Frugi and Mud Jeans and the team has consulted with over 450 brands including Amex, Travelex, M&S, Philips, Boots, Schuh and TopShop.
Duel was featured in Gartner’s ‘Cool Vendor’ Retail Marketing category.
For more information, please visit: https://www.duel.tech/
Location: United States
Employees: 11-50
Total raised: $21.35M
Founded date: 2015
Investors 7
| Date | Name | Website |
| - | Plug and P... | plugandpla... |
| 17.10.2025 | Bright Pix... | brpx.com |
| - | Downing Ve... | downing.co... |
| - | Parkwalk A... | parkwalkad... |
| - | London Co-... | lcif.co |
| - | SuperSeed | superseed.... |
| - | Creative E... | wearecreat... |
Funding Rounds 3
| Date | Series | Amount | Investors |
| 24.09.2025 | Series A | $16M | Molten Ven... |
| 23.08.2022 | - | $3M | - |
| 27.10.2020 | - | $2.35M | - |
Mentions in press and media 10
| Date | Title | Description |
| 24.09.2025 | Duel Raises $16M in Series A Funding | Duel, a NYC-based provider of a brand advocacy platform, raised $16M in Series A funding. The round was led by Molten Ventures and Bright Pixel, alongside existing investor Peter Bauer, founder of Mimecast. The company intends to use the fu... |
| 17.06.2025 | From Pandemic Pivot to Product-Market Fit When Paul Archer launched Duel at the start of the pandemic, no one knew what brand advocacy even was. Now, he's helping some of the world's biggest companies... | When Paul Archer co-founded Duel in March 2020, the world was in chaos - and so was the marketing industry. "Trying to sell a product to a market that didn't yet exist? Even tougher," he says. At the time, few understood what &quo... |
| 23.08.2022 | Helping brands drive revenue through social commerce, London-based Duel picks up $3 million | London-based brand advocacy platform Duel has raised $3 million in funding to help consumer brands drive revenue through social commerce without having to pump huge sums of money into digital advertising and relying on their own communities... |
| 04.02.2022 | London’s VC firm SuperSeed unveils £50 million fund to support early-stage founders to transform business automation | London-based seed-stage venture capital investing in the future of business automation SuperSeed has completed the first closing of its new fund at £31 million, targeting a final close of £50 million. The fund will put in between £500k and ... |
| 20.12.2020 | Events: Community power – our latest Geekmeet | ‘We were weeks away from going bust, so we decided to be completely transparent with our loyal community of Snagglers and ask them for their support through a Facebook SOS. We offered them two tights for the price of one, but the ‘snag’ was... |
| 27.10.2020 | Brand advocacy platform Duel raises £1.8m | Duel, a brand advocacy platform that helps brands nurture relationships with their advocates to fuel retention and growth, has secured a £1.8 million funding round led by Downing Ventures, Publicis Groupe, London Co-Investment Fund and Univ... |
| 19.07.2018 | Airbus-Boeing Duel Expands as Small Jets Take $26 Billion Haul Airbus-Boeing Duel Expands as Small Jets Take $26 Billion Haul | (Bloomberg) -- The rumble between Airbus SE and Boeing Co. for dominance in the market for smaller jets is already heating up, if a sales flurry at the aviation industry’s biggest expo is any indication. Embraer SA, the Brazilian planemaker... |
| - | Duel | “Duel | A Brand Advocacy Platform for consumer retail brands” |
| - | London’s VC firm SuperSeed unveils £50 million fund to support early-stage founders to transform business automation | London-based seed-stage venture capital investing in the future of business automation SuperSeed has completed the first closing of its new fund at £31 million, targeting a final close of £50 million. The fund will put in between £500k and ... |
| - | Duel – University of Bristol Enterprise Fund II investment | We are delighted to announce that the University of Bristol Enterprise Fund II, managed by Parkwalk, has invested in Duel. |