Company: Duel
CEO: Paul Archer
Website: https://www.duel.tech/
About Duel
Duel, founded in 2020 by Paul Archer, is the leading Brand Advocacy SaaS platform helping retail and beauty brands including Lush, ELEMIS, Victoria’s Secret, and Abercrombie & Fitch achieve sustainable growth by turning loyal customers into powerful advocates. Duel transforms the way brands reach audiences, moving beyond traditional advertising and influencer marketing to a model driven by authentic, community-powered advocacy.
What makes Duel different is its focus on advocacy at scale. While many platforms rely on influencers or one-off campaigns, Duel activates fully owned networks of everyday customers, superfans, employees, and emerging creators, empowering them to create content, influence purchasing decisions, and generate referrals. Between a fifth and a third of a brand’s customers are already active creators, and Duel enables brands to recruit, engage, and scale these advocates into a measurable, always-on growth engine.
At the heart of Duel is its Advocate Relationship Management platform, a single system for tracking, rewarding, and engaging every type of advocate. Brands can manage tens of thousands of advocates with the same resources that once supported only a few hundred. The platform automates reward distribution, community engagement, content tracking, and analytics, enabling brands to scale advocacy efficiently while reducing reliance on paid media.
Duel’s approach has already had a profound impact on the market. By shifting growth from ads to authentic customer-driven advocacy, brands see higher trust, engagement, and conversion rates. Global brands using Duel report measurable results: increased reach and referrals, stronger loyalty, and a scalable marketing channel that outperforms traditional influencer campaigns. Duel is redefining growth in the fashion and beauty sectors, proving that the future of marketing is powered by real people, not paid placements.
Paul Archer explains: “Many companies still think they control their brand, when in reality it lives in conversations among millions of customers. Duel gives brands the system and expertise to turn everyday advocacy into their most powerful growth channel. The brands winning today are those that empower fans to carry their message forward.”
Duel is not just another marketing tool – it is a full-scale advocacy engine. By combining strategy, SaaS technology, and community engagement, Duel enables brands to unlock their most valuable growth asset: their customers. In a market where trust, authenticity, and connection define success, Duel is setting the standard for sustainable, people-driven growth.
