Why DoubleLoop is joining Mixpanel

Five years ago, we founded DoubleLoop to help product teams escape the feature factory and drive impact. We never imagined the product we’d build—AI-powered metric trees—to transform how companies connect work to outcomes.

Today, we’re excited to share that DoubleLoop is being acquired by Mixpanel. Here’s the story of how we got here, and why joining forces with Mixpanel accelerates our mission.

When Sumit Gupta and I started DoubleLoop, we were chasing an intuition: product development should be more systematic—guided by data and a clear understanding of the levers that drive value.

In his past roles, Sumit had seen priorities dictated by the loudest voice in the room, without evidence. I had the opposite problem: I built dashboards to be data-driven, but they only indicated we were off-track without suggesting what to do next. The result was I crushed my team’s morale rather than solving for root causes.

We believed there had to be a better way—where each release doesn’t just ship features, but sharpens the model of how teams create value. Over time, that model should evolve and improve, so a team’s ability to drive impact compounds rather than resets with every new project.

We thought the solution was giving teams better tools to utilize the metrics they already had. But after launching version one, we realized the deeper issue was upstream: most teams lacked clarity on which metrics to focus on in the first place.

To create that clarity, our first breakthrough was mapping the relationships between lead measures (e.g., clicks, feature engagement) and lag measures (e.g., revenue, retention). Metric trees made those connections visible, and when we showed them to teams, it clicked right away. People would tell us it was like the product manager brain visualized on the page.

But building good metric trees was hard. Every business is unique, yet there are common patterns across industries. To close that gap, we delivered over 100 workshops. They worked, but the expertise required meant the practice was still too niche.

Our second and bigger breakthrough was realizing AI could solve this activation problem. Large language models (LLMs) could grasp the nuances of each business, synthesize them with proven industry patterns, and do the math to transform a narrative tree into a computable model. AI that creates metric trees isn’t just a feature—it changes how product strategy gets built from the ground up.

At first, our AI wasn’t reliable. But those hundreds of workshops became fuel to design a deeper engine for understanding business context—raising both quality and consistency.

Instead of staring at a blank page, teams dove straight into refining AI-generated trees—eagerly adding context to hone the model. One telecom executive even asked how we had access to their internal data—when in fact, the AI built their metric tree entirely from the outside in. What once required multi-day offsites with executives became a live experience in minutes.

With DoubleLoop, more than 2,000 companies have built 6,500+ metric trees, guiding millions in product investment decisions. But to have real impact, metric trees need to live inside the systems teams already use, embedded in daily rituals and connected to deeper customer insights.

As a PM, I always kept a Mixpanel tab open to see what truly drove engagement—real people, real actions, real signals. Watching Mixpanel expand from product analytics into revenue data and warehouse connectors, Sumit and I saw a team that shared our vision. When they became the first product analytics company to bet on metric trees, the fit was obvious.

Joining Mixpanel lets us push our AI further, faster. On our own, we could generate metric trees. Inside Mixpanel, they can be powered by rich behavioral, revenue, and experiment data. That foundation turns metric trees from a workshop artifact into a living metric layer that evolves with your business and provides context for the next best action.

Together, we’re building the first truly intelligent system for product strategy—one that can guide thousands of teams with clarity, confidence, and scale. In this future, metric trees adapt in real time to user behavior, acting like a co-pilot that not only shows you where you are but also suggests the best route to your business goals.

For current customers: the DoubleLoop product will remain available in the near term. But our energy is moving into Mixpanel, where metric trees and AI can deliver far more value—integrated directly into Mixpanel’s analytics ecosystem, spanning user behavior, revenue, and experiments.

If you’re interested in shaping this future with us, we’d love to engage with you. Whether you’re already a Mixpanel customer or new to the platform, reach out to explore the Metric Trees product, share feedback, and help us imagine what’s next.