# Good.Loop

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/good-loop

- Industry: Marketing/Advertising
- Headquarters: Edinburgh, UK
- Website: www.good-loop.com
- Total disclosed funding: $8.1M
- Latest round: Series A (Dec 24, 2021)
- Investors on record: 5

## About

Good.Loop Ltd is an innovative company that enhances brand engagement by integrating socially responsible advertising solutions into marketing strategies, allowing consumers to support charitable causes while engaging with their favorite brands.Founded in 2016 by Amy Williams in Edinburgh, UK, Good.Loop Ltd focuses on socially responsible advertising. The company has undergone no notable pivots since its inception and operates without known subsidiaries. Good.Loop has successfully raised GBP 4.8 million in its Series A funding round on December 24, 2021, led by Quaestus Capital Management, with participation from FirstPartyCapital, SIS Ventures, and Scottish Enterprise. This funding round represents the total amount raised by the company, bringing its current valuation to GBP 23.368 mn.Good-Loop primarily operates through its Good Engagement platform, which enhances brand engagement via socially responsible advertising solutions. The platform allows brands to integrate charitable contributions into their advertising efforts, promoting consumer engagement while supporting social causes. Key features include Good Formats, Good Measures, and Good Packages, which offer targeted advertising solutions aimed at reducing media waste and carbon emissions. Good-Loop's clientele includes brands such as Quaker Oats and Canesten, serving primarily the US and UK markets and emphasizing corporate social responsibility in advertising.Good-Loop generates revenue through partnerships and direct engagements with brands that seek to enhance their corporate responsibility initiatives via advertising. Revenue is derived from performance-driven contracts where brands pay based on the engagement generated through the platform, focusing on maximizing ad recall and effectiveness. The company offers various advertising packages tailored to meet the specific needs of its clients and the scope of their campaigns, aligning with Good-Loop's commitment to sustainability and social impact.In December 2021, Good.Loop Ltd raised GBP 4.8 million in Series A funding to accelerate its product roadmap. The funds will be utilized to develop new solutions aimed at reducing the substantial carbon footprint associated with digital advertising. Good-Loop plans to expand its market reach, specifically targeting additional regions within Europe and North America by the end of 2023, enhancing its offerings to meet the growing demand for sustainable advertising solutions.

## Funding rounds

- Series A, Dec 24, 2021, $6.4M — SIS Ventures, Scottish Enterprise, FirstPartyCapital, Quaestus Capital Management
- Seed, Dec 6, 2019, $1.6M — The Brandtech Group

## Investors

- The Brandtech Group (https://capitalatlas.ai/funds/the-brandtech-group) — Seed
- SIS Ventures (https://capitalatlas.ai/funds/sis-ventures) — Series A
- Scottish Enterprise (https://capitalatlas.ai/funds/scottish-enterprise) — Series A
- FirstPartyCapital (https://capitalatlas.ai/funds/firstpartycapital) — Series A
- Quaestus Capital Management (https://capitalatlas.ai/funds/quaestus-capital-management) — Series A