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Software Selection Platform B2B Reviews Raises $800k


Atento Capital


December 6, 2022

B2B Reviews, a software review and recommendation site that provides resources for entrepreneurs and small- and mid-sized businesses (SMBs), announced an $800k seed round today led by Tulsa-based Atento Capital.

Software Selection Platform B2B Reviews Raises $800k

Site Offers Free Resources for Business Owners

TULSA, Okla. – Dec. 6, 2022 – B2B Reviews, a software review and recommendation site that provides resources for entrepreneurs and small- and mid-sized businesses (SMBs), announced  an $800k seed round today led by Tulsa-based Atento Capital.

With the current 500,000 US tech companies expected to double in number within five years, B2B Reviews offers business owners and operators a free, easy-to-use platform that helps quickly narrow down options, compare pricing, and ultimately hire vendors. Its proprietary matching tools, expert buying guides, and articles cover categories such as payroll software, CRMs, and applicant tracking systems. They also offer industry-specific software reviews for sectors like property management, churches, restaurants, and auto repair shops.

“Choosing software to run a business is expensive and time-consuming.” said Steven Rydin, B2B Reviews co-founder and CEO. “We’ve created a platform that helps every area of the business–from managing inventory to controlling expenses, running operations, building customer loyalty, managing risk, hiring and measuring talent, and more. We know business leaders need a trustworthy and easy-to-use platform that facilitates long-lasting relationships for business owners and vendors.”

As a marketplace brand, B2B Reviews serves both professionals searching for software as well as software vendors looking to attract new customers. According to a report by Forbes, 58% of business leaders identified lead generation as a key growth-related challenge, and many assessed that current lead generation technology is outdated. As the world has shifted online, digital marketing and automated lead generation spaces have also increased. According to another study by Business Wire, lead generation is projected to reach $295.1B in market size by the end of 2027. Qualified vendors can partner with B2B Reviews to receive qualified referrals from its marketplace for free.

Leading indicators show there’s product-market fit. B2B Reviews has already added 13 partners and are in talks with others. "I am excited for ContractSafe to partner with B2B Reviews," said ContractSafe CEO, Ken Button. "I really like this business model and look forward to working with their team."

B2B Reviews co-founders Steven Rydin and Jamie Ostroe previously worked together at Tulsa-based tech company ConsumerAffairs, where they helped ramp the business to more than 5 million monthly users.

“Being able to relate to each other and share a similar work ethic and experiences can be a huge advantage for co-founders,” said ConsumerAffairs CEO, Zac Carman. “ConsumerAffairs is a great place to be and a great place to be from because of the creative, intelligent, driven people that work and have worked here. I am excited about what B2B Reviews is building and I think they have what it takes to go the distance.”

Rydin and Ostroe are Tulsa natives and understand the unique opportunity the city provides as a centralized location in a diverse community that cultivates an ideal environment for tech-focused startups.

“B2B Reviews is an example of what we are hoping to create with the ‘talent flywheel’ through both Tulsa Remote and our local investing strategy,” said Mike Basch, founder and general partner at Atento. “Both founders were prior employees at a Tulsa-based startup, ConsumerAffairs, and we hope that through this investment we’ll perpetuate this cycle with future founders forged at B2B Reviews.”

B2B Reviews joins a vibrant and growing ecosystem of Tulsa-based tech startups funded by Atento Capital, including Remble, a platform aimed at helping users build healthier relationships, PatchRx, a smart pill bottle and medication management startup, Volt, a telecom software platform, and Boddle Learning, a math-focused gaming platform for K-6 students, among many others.

About B2B Reviews

B2B Reviews helps entrepreneurs, startups, and SMBs find the best software and services to run a successful business. Readers can access real-world advice from industry experts and get matched with vendors that meet their needs. Its editorial team spends hundreds of hours gathering data, analyzing user feedback, attending demos, and testing software to provide in-depth reviews and buying guides for a variety of business-to-business (B2B) software categories. Qualified software vendors that wish to partner with B2B Reviews for reputation management and lead generation services can learn more at

About Atento

Atento Capital is an investment firm that’s driving opportunity in Tulsa through returns, quality job creation, and being helpful. By democratizing access to venture capital and creating pathways to upward mobility for traditionally underinvested groups of people, Atento has helped dozens of companies and entrepreneurs grow and thrive in the Tulsa tech ecosystem.

B2B Reviews Contact:

Steven Rydin,

Atento Contact:

Sara Broun,

Katie Carpenter,


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