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.
Company Growth (employees)
London, GB
Size (employees)
32 (est)
VisualDNA was founded in 2006 and is headquartered in London, GB

Key People 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

VisualDNA Data and Metrics

Summary Metrics

Founding Date


Total Funding

$42.1 m

Latest funding size

$10 m

Time since last funding

over 5 years


VisualDNA's latest funding round in January 2012 was reported to be $10 m. In total, VisualDNA has raised $42.1 m

VisualDNA Financial Metrics

VisualDNA's revenue was reported to be £5.4 m in FY, 2015 which is a 1% increase from the previous period.

Revenue (FY, 2015)

5.4 m

Revenue growth (FY, 2014 - FY, 2015), %


Gross profit (FY, 2015)

4.4 m

Gross profit margin (FY, 2015), %


Net income (FY, 2015)

(5.3 m)

Cash (31-Dec-2015)

457 k
GBPFY, 2013FY, 2014FY, 2015


1.9 m5.3 m5.4 m

Revenue growth, %


Cost of goods sold

962.8 k847 k969 k

Gross profit

887.7 k4.5 m4.4 m

Gross profit Margin, %


Operating expense total

10.1 m

Pre tax profit

(9.2 m)(8.4 m)(5.3 m)

Net Income

(9.2 m)(8.4 m)(5.3 m)
GBPFY, 2013FY, 2014FY, 2015


688.8 k917 k457 k

Accounts Receivable

519.8 k774 k479 k

Current Assets

1.7 m2.6 m1.7 m


1 m1.4 m721 k


370 k393 k

Total Assets

2.7 m4.4 m2.8 m

Accounts Payable

500.5 k591 k164 k

Current Liabilities

1.4 m36.5 m5 m

Total Liabilities

31 m36.6 m5 m

Retained Earnings

(9.2 m)(8.4 m)(5.3 m)

Total Equity

(28.3 m)(32.3 m)(2.2 m)

Financial Leverage

-0.1 x-0.1 x-1.3 x
GBPFY, 2013FY, 2014FY, 2015

Cash From Operating Activities

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

Cash From Financing Activities

11 m10.2 m4.6 m

Income Taxes Paid

(238)(1 k)(1 k)
GBPY, 2015


52.7 k

Financial Leverage

-1.3 x

Traffic Overview of VisualDNA

VisualDNA Online and Social Media Presence

VisualDNA Company Life and Culture

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