20Growth: The $6.6B Growth Engine Behind ElevenLabs | Why ElevenLabs Do Not Have PMs | The 7 Part Launch Playbook to Crush All Launches with Luke Harries, Head of Growth @ ElevenLabs

**Harry Stebbings** (0:00)
This is 20Growth with me, Harry Stebbings, and I'm so excited for the episode today. This is the best 20Growth show that we've ever done. It's the most downloaded 20Growth show of 2025, featuring ElevenLabs' head of growth, Luke Harries. Now, this was recorded in May, but now the company is valued at close to $7 billion, does $400 million in revenue, and has some absolute crackers like why ElevenLabs don't have PMs. Luke is one of the best and this was a master class in how the very best do growth in 2025 and 2026 But before we dive into the show today, SecureFrame empowers businesses to build trust with customers by simplifying information security and compliance through AI and automation. Thousands of fast growing businesses including NASDAQ, AngelList, Doodle and Coda trust SecureFrame to expedite their compliance journey for global security and privacy standards such as SOC2 and ISO 27001, CMMC, MIST Standards and more. Backed by top tier investors and corporations like Google and Kleiner Perkins, the company is among Forbes' list of the top 100 start up employers for 2024 G2's best software awards for higher satisfaction products and a recipient of the 2024 Cyber Security Excellence Awards. Something I definitely never got in school myself. Learn more today at secureframe.com And once SecureFrame locks down compliance, Pendo makes sure your product truly lands with customers. Whether it's the software you build or the software you buy, your tech stack should be creating results, not creating roadblocks. Well, Pendo's no-code software experience management platform makes your software better with tools to see where users get stuck, guide them with in-app messaging and constantly improving your UI. It's so easy that over 14,000 businesses use Pendo to increase revenue, lower costs and reduce risks. Businesses love the control, engineers love the freedom, everyone wins. Start for free today at pendo.io/20product.
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**Luke Harries** (3:13)
You have now arrived at your destination.

**Harry Stebbings** (3:16)
Luke, I am so excited for this dude. Listen, we've been fortunate enough to get to know each other. I so appreciate our relationship, by the way, first, which is like a heartfelt start, which is unusual for a 20-gram. But thank you so much for joining me, man.

**Luke Harries** (3:29)
Yeah. Thanks so much for having me. Excited to be here.

**Harry Stebbings** (3:31)
Now, I was just chatting to Matty before there's actually on my walk around the park. He said, ask him first, how did we first connect in terms of you and Matty, and how did you first get to know about ElevenLabs?

**Luke Harries** (3:42)
Yeah. We met when we were 19 and we did a hackathon at Cambridge. We rocked up is me, Matty, this guy called Philip, who organized it. He's Polish and he basically brought together his smartest friends and me to compete at this hackathon. My top tip for any young people listening is do hackathons with your smartest friends. Because what happened with that hackathon is, one, we end up winning the Microsoft Prize, so we each won an Xbox and immediately put that on eBay. So we got about 300 quid. Two, it landed me my first job at Microsoft. Then I also got to meet Matty.
And Matty and I, we stayed in touch pretty much every six months. We catch up, we riff on startups and scroll forward about seven years. So this is a year and a half ago. Matty's like, hey, Luke, I've just started a new company. Do you want to go catch up? And I was angel investing then and we were swimming in the Hampstead Heath ponds. And when I tell Americans this, they're like, oh, ponds, you mean like small, dirty puddle of water? I'm like, yeah, but it's actually quite nice. So we're swimming in this pond and he taps the degrees. He's like, oh, it's 11 degrees. No way. My company is called ElevenLabs. And he takes me through this grand plan of what he's going to do with ElevenLabs, which is step one, they're going to build the world's best audio AI models. And step two, they're going to sell it to everyone. So for people listening on their way to work, for creators making audio books, voiceovers, they're going to sell it to developers to make AI voice agents. And I was like, that is a terrible go-to-market plan. That's absolutely terrible. I was kind of angel-investing the MBARs like, this is not something I want to invest. What do you mean step one, you're going to build the world's best AI audio models? Something no one else has ever done. Anyway, so I didn't invest. And that's it.