Let's be honest...
It's annoying, it pops up, it auto plays... we block it if we can and resent it if we can't. But advertisers don't want to be annoying. In fact, all they really want is to matter to their consumers. So we decided to help advertisers to do something that truly matters.
How it started
Within one week of posting this, Amy received an email from Daniel Winterstein, an experienced software engineer who was running a tech consultancy in Scotland. He was feeling frustrated with online advertising and had a keen desire to build something that would make the world a little bit better.
They founded Good-Loop together in October 2016, on a mission to make the internet a more positive place. The founding team included experienced colleagues from earlier projects: Ryan Cochrane, Daniel Appel, and Roscoe McInerney. Not long after that, Good-Loop secured investment from Collider, London's top Marketing Tech startup accelerator, and they were off to the races.
Positive for brands
Because we provide a platform for them to talk to their customers in a respectful, positive, and truly impactful way.
Positive for people
Because we empower them to take control of their online experiences and to harness their own value as a force of good in the world.
Positive for the world
Because when charities have a stable and sustainable source of income, they have the security to plan for the long-term. They have freedom to focus their attention on maximising their positive impact.
We are
B-Corp Certified
Showing our commitment as a business
to be a force for good.
To the best of our abilities,
we promise to always be...
A positive force in the world
Acting to improve society, the environment, and the rights and happiness of the individual, if only in a small way.
Transparent and honest
In every aspect of the business, from developing open-source code to publishing our donation receipts.
Empowering
For all our stakeholders: publishers, advertisers, readers, charities, staff, and shareholders.
Successful
We are a commercial business, not a charity. Our charitable goals are achieved by being commercially successful.
Carbon neutral
Our servers are carbon neutral and we carbon offset our travel with donations to Ecologi.
Open-source by default
In the interests of openness and collaboration, our code is available on GitHub, unless there's a clear commercial reason not to.