Good-Loop

Idea

Introduction

Good-Loop harnesses the $400bn digital advertising industry and uses it to fund amazing charities around the world.

But Good-Loop is not a charity: we're a >£4 million annual revenue business* (and growing fast) whose clients include Unilever, Nike, Cadburys, Pepsi...

We turn ads from a nuisance to be blocked, into a shared positive moment between a brand and a consumer. Through the Good-Loop platform, 50% of the cost of the ad goes directly to good causes - donating over £3 million to date* - whilst also delivering considerably better engagement and ROI for the advertiser.

Good-Loop also strives to make digital advertising less harmful to the planet. Advertising leaves a significant carbon footprint but Good-Loop helps to change that by creating tools that can measure, offset, and reduce the carbon cost of any digital ad campaign.

Help us to turn online advertising into a force for good, and make the internet better for everyone.

*Based on unaudited management accounts.

Substantial accomplishments to date

> Over £4 million in revenue in 2021*.

> 100% year-on-year growth -- four years in a row*.

> Rapidly growing international sales (over 30% of turnover now coming from the US, without any boots on the ground).

> Raised over £3 million for good causes including charities such as Save the Children, WaterAid, NSPCC, and WWF*.

*Based on unaudited management accounts.

Monetisation strategy

We distribute video adverts for brands and media agencies. Most adverts are wasted. By empowering the user (all our ads are optional) and giving them a positive reason to engage (raising money for charity) we deliver ads that people like and remember.

Our core Watch-to-Donate product is sold on a 'cost per completed advert view' model. Advertisers pay when a user chooses to watch the ad (rather than pressing that tempting skip button!). Half the money goes to charity. Using our engaging formats and optimised delivery we can deliver value for the advertiser and still make money from the remaining 50%.

Use of proceeds

The investment funding will be deployed in line with the following key priorities:

1) Developing our programmatic technology to diversify revenue streams and deepen existing client relationships.

2) Capitalising on the exciting potential of the US market. Good-Loop will grow our UK-based international sales team, whilst also establishing an in-market presence across New York and Chicago with key sales and strategic brand partnerships hires in both cities.

3) We will also look to build brand awareness through key events & PR strategies, focusing on large global events such as SXSW and Cannes as well as building a localised community of like-minded brand and agency partners.