VisualDNA was started in 2006 in order to use technology to change communication between people for the better. By combining the approaches of data scientists, psychologists, creatives and engineers we have crafted new ways of understanding the human personality, allowing people to understand themselves and businesses to serve their customers better. We have two business divisions in Credit and Risk and Marketing Services. In Credit and Risk we work with lenders globally to help them understand their customers better and make more informed credit decisions. Our capabilities are extremely powerful in data poor environments enabling the unbanked and under banked to get access to credit. In Marketing Services our analytics product WHY allows any website owner to look beyond traffic and demographics to really understand their audience at a deeper, emotional level. By collecting rich first-party data through psychographic personality quizzes, VisualDNA has built scalable audience segments through advanced profiling algorithms. We provide this data via all leading media-buying platforms, which means any agency, brand or publisher can access our highly-targeted advertising in real-time.
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London, GB
Size (employees)
19 (est)
VisualDNA was founded in 2006 and is headquartered in London, GB
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Key People/Management at VisualDNA

Alex Willcock

Alex Willcock

Founder and CEO
Jim Purves

Jim Purves

Chief Product Officer
Clare McCaffery

Clare McCaffery

Managing Director, Credit and Risk

VisualDNA Office Locations

VisualDNA has an office in London
London, GB (HQ)
31 Old Nichol Street Shoreditch
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VisualDNA Financials and Metrics

Summary Metrics

Founding Date


Total Funding

$28.6 m

Latest funding size

$10 m

Time since last funding

6 years ago


VisualDNA's latest funding round in January 2012 was reported to be $10 m. In total, VisualDNA has raised $28.6 m
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VisualDNA Financials

VisualDNA's revenue was reported to be £7.02 m in FY, 2016

Revenue (FY, 2016)

7 m

Gross profit (FY, 2016)

5.9 m

Gross profit margin (FY, 2016), %


Net income (FY, 2016)

(277 k)

Cash (31-Dec-2016)

490 k
GBPFY, 2012FY, 2013FY, 2014FY, 2015FY, 2016


551 k1.9 m5.3 m5.4 m7 m

Revenue growth, %


Cost of goods sold

39.1 k962.8 k847 k969 k1.1 m

Gross profit

511.9 k887.7 k4.5 m4.4 m5.9 m
GBPFY, 2006FY, 2007FY, 2008FY, 2009FY, 2010FY, 2011FY, 2012FY, 2013FY, 2014FY, 2015FY, 2016


73.5 k80.4 k195.8 k102.5 k84.4 k419.2 k25.3 k688.8 k917 k457 k490 k

Accounts Receivable

175.6 k136.3 k123.8 k249.6 k158.5 k209 k519.8 k774 k479 k589 k

Current Assets

154.5 k256.1 k350.1 k287.7 k342.8 k577.7 k609.9 k1.7 m2.6 m1.7 m2.1 m


4.5 k36.4 k70.6 k94.9 k88.8 k62.8 k591.4 k709.4 k1.4 m722 k200 k
GBPFY, 2012FY, 2013FY, 2014FY, 2015FY, 2016

Net Income

(5.5 m)(9.2 m)(8.4 m)(5 m)(277 k)

Cash From Operating Activities

(10.1 m)(8.9 m)(4.7 m)

Cash From Financing Activities

11 m10.2 m4.6 m

Net Change in Cash

619.9 k228 k
GBPY, 2016


104.1 k

Financial Leverage

1.3 x
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VisualDNA Online and Social Media Presence

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