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Good-Loop is a technology company.
Good-Loop operates an advertising platform that transforms standard ad experiences into opportunities for positive social and environmental impact. The company leverages technology to ensure high ad viewability and engagement, channeling advertising spend into charitable causes, supporting quality journalism, and reducing carbon emissions. This approach creates a meaningful value exchange for consumers.
Founded in 2016 by Amy Williams and Daniel Winterstein, Good-Loop emerged from the insight that the advertising industry could be a powerful force for good. Williams and Winterstein recognized an opportunity to align brand objectives with social responsibility, demonstrating that commercial success and ethical practices are not mutually exclusive.
Brands utilize Good-Loop's platform to enhance advertising effectiveness while contributing to global causes. The company’s vision is to redefine the advertising landscape, proving that ethical, purpose-driven campaigns deliver superior results while driving positive change across the world.
Good-Loop has raised $7.7M across 2 funding rounds.
Good-Loop has raised $7.7M in total across 2 funding rounds.
Good-Loop is a purpose-driven ad tech company that transforms online advertising into a force for good by enabling brands to create impactful campaigns through its Good-Media platform. It serves big brands seeking higher engagement and trust, while solving the dual problems of intrusive ads and lack of positive societal impact—turning viewer attention into donations for causes, reduced carbon emissions, and funding for quality journalism.[1][2]
Operating from Scotland, UK, with presence in the US and UK, Good-Loop has raised over $11 million for good causes, achieved carbon neutrality since 2021, and earned a top B Corp score of 96.9 (up from 84.3 in 2019), far exceeding the median business score of 50.9. Its products foster meaningful value exchanges, delivering ads that viewers actually watch, boosting brand recall and trust while prioritizing sustainability.[1][2]
Good-Loop was founded with a mission to make the internet and online advertising more positive, emerging from a vision to harness the advertising industry's creativity for societal benefit without sacrificing profitability.[2][3] Headquartered in Scotland, UK, the company has operated for 8 years as of recent reports, becoming a Certified B Corporation in June 2019.[1][2]
Key early milestones include achieving carbon neutrality in 2021 and consistently raising funds for causes—totaling over $11 million—while supporting journalism and emissions reduction. Its evolution reflects a commitment to transparency, evidenced by annual Impact & Sustainability Reports, with the 2024 edition highlighting ongoing progress.[2]
Good-Loop rides the wave of purpose-driven marketing and sustainable ad tech, capitalizing on consumer demand for ethical advertising amid privacy regulations and ad fatigue. In a multi-billion-dollar industry often criticized for environmental harm and poor user experience, its model aligns with trends like ESG investing and carbon-conscious business, positioning ads as a "force for good."[2]
Timing is ideal as brands face pressure to demonstrate social impact—Good-Loop's value-exchange approach boosts engagement while addressing emissions (a growing concern in digital ads). It influences the ecosystem by pioneering "Good-Media," inspiring the sector to prioritize profit-with-purpose and funding quality journalism, potentially reshaping ad tech toward sustainability.[1][2]
Good-Loop is poised to expand its "new age of ads" platform, leveraging its 8-year track record and rising B Impact scores to capture more brand spend in ethical advertising. Upcoming trends like AI-enhanced personalization and stricter global emissions standards will amplify its edge, potentially scaling impact beyond $11M in donations.
As ad tech evolves toward accountability, Good-Loop's profitable do-good model could set a new industry benchmark, turning big brands into scalable changemakers—proving that ads can build trust, memories, and a better world.[2]
Good-Loop has raised $7.7M in total across 2 funding rounds.
Good-Loop's investors include Austin Davis, Rich Ashton, Kerry Sharp, Seedrs, Rob Halliday, David Jones.
Good-Loop has raised $7.7M across 2 funding rounds. Most recently, it raised $6.1M Series A in February 2022.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Feb 23, 2022 | $6.1M Series A | Austin Davis | Rich Ashton, Kerry Sharp, Seedrs, Rob Halliday |
| Jan 28, 2020 | $1.6M Seed | David Jones |