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Good-Loop

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The purpose-powered advertising platform that drives ad engagement whilst delivering real social impact.

136%
 - 
Funded 30 Jan 2022
£3,300,024 target
£4,511,228 from 262 investors
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Business overview

Location Edinburgh, United Kingdom
Social media
Website www.good-loop.com
Sectors Advertising & Marketing Digital B2B
Company number SC548356
Incorporation date 24 Oct 2016
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Investment summary

Type Equity
Valuation (pre-money) £16.6M
Equity offered 21.37%
Share price £34.59
Tax relief

EIS

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Business highlights

  • Over £4 million revenue in 2021*
  • Clients include Unilever, Nike, Cadburys, Pepsi...
  • Raised over £3 million for good causes*
  • 100% year on year growth since 2017*
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Key features

  • Secondary Market
  • Seedrs nominee min. £34.59 +
  • Direct investment min. £20,000.00 +
  • Pay by Bank payments not accepted
  • Idea
  • Key Information
  • Key terms
  • Team
  • Updates
  • Investors 262
  • Discussion
  • Documents

Idea

Introduction

Good-Loop harnesses the $400bn digital advertising industry and uses it to fund amazing charities around the world.

But Good-Loop is not a charity: we're a >£4 million annual revenue business* (and growing fast) whose clients include Unilever, Nike, Cadburys, Pepsi...

We turn ads from a nuisance to be blocked, into a shared positive moment between a brand and a consumer. Through the Good-Loop platform, 50% of the cost of the ad goes directly to good causes - donating over £3 million to date* - whilst also delivering considerably better engagement and ROI for the advertiser.

Good-Loop also strives to make digital advertising less harmful to the planet. Advertising leaves a significant carbon footprint but Good-Loop helps to change that by creating tools that can measure, offset, and reduce the carbon cost of any digital ad campaign.

Help us to turn online advertising into a force for good, and make the internet better for everyone.

*Based on unaudited management accounts.

Substantial accomplishments to date

> Over £4 million in revenue in 2021*.

> 100% year-on-year growth -- four years in a row*.

> Rapidly growing international sales (over 30% of turnover now coming from the US, without any boots on the ground).

> Raised over £3 million for good causes including charities such as Save the Children, WaterAid, NSPCC, and WWF*.

*Based on unaudited management accounts.

Monetisation strategy

We distribute video adverts for brands and media agencies. Most adverts are wasted. By empowering the user (all our ads are optional) and giving them a positive reason to engage (raising money for charity) we deliver ads that people like and remember.

Our core Watch-to-Donate product is sold on a 'cost per completed advert view' model. Advertisers pay when a user chooses to watch the ad (rather than pressing that tempting skip button!). Half the money goes to charity. Using our engaging formats and optimised delivery we can deliver value for the advertiser and still make money from the remaining 50%.

Use of proceeds

The investment funding will be deployed in line with the following key priorities:

1) Developing our programmatic technology to diversify revenue streams and deepen existing client relationships.

2) Capitalising on the exciting potential of the US market. Good-Loop will grow our UK-based international sales team, whilst also establishing an in-market presence across New York and Chicago with key sales and strategic brand partnerships hires in both cities.

3) We will also look to build brand awareness through key events & PR strategies, focusing on large global events such as SXSW and Cannes as well as building a localised community of like-minded brand and agency partners.

Key Information

Material Debt:

The company has the following outstanding loans:

1. £241,000 Coronavirus Business Interruption Loan from Funding Circle at an interest rate of 10.10% per annum. The loan was entered into in March 2021 and will be repaid on or before March 2024.

The funds raised from this investment round will not be used to repay these loans.

Share Classes:

The company currently has three classes of shares; Ordinary, A Ordinary, and Series A Preferred shares. Four investors investing £2,744,370.60 in this round will be receiving Series A Preferred shares. All Seedrs investors will be receiving A Ordinary shares in order to maintain EIS eligibility.

The rights attached to the share classes are as follows:

Series A Preference shares:
- Full voting rights
- 1x non-participating preference on liquidation and exit: Preference shareholders will first receive their initial investment amount or a portion of their initial investment amount before the remaining proceeds are distributed between all shareholders pro rata. The level of this preference will depend on the amount of “surplus assets” available for distribution amongst shareholders.

A Ordinary shares:
- Full voting rights
- No preference and no anti-dilution rights

Ordinary shares:
- Full voting rights
- No preference and no anti-dilution rights

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If you successfully purchase a share lot of this business, you will be granted access.

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Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

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Investing involves risks, including loss of capital, illiquidity, lack of dividends and dilution, and should be done only as part of a diversified portfolio. Please read the Risk Warnings before investing. Investments should only be made by investors who understand these risks. Tax treatment depends on individual circumstances and is subject to change in future.

This webpage has been approved as a financial promotion by Seedrs Limited ("Seedrs"), which is authorised and regulated by the Financial Conduct Authority. It is not intended to be a promotion of any individual investment opportunity and is not an offer to the public. The summary information provided about investment opportunities on this webpage is intended solely to demonstrate the types of investments available on the Seedrs platform, and any investment decision should be made on the basis of the full campaign. Full campaigns are available to investors who have become authorised to invest on the Seedrs platform. All investment activities take place within the United Kingdom, and any person resident outside the United Kingdom should ensure that they are not subject to any local regulations before investing.

Seedrs does not make investment recommendations to you. No communications from Seedrs, through this website or any other medium, should be construed as an investment recommendation. Further, nothing on this website shall be considered an offer to sell, or a solicitation of an offer to buy, any security to any person in any jurisdiction to whom or in which such offer, solicitation or sale is unlawful. Seedrs does not provide legal, financial or tax advice of any kind. If you have any questions with respect to legal, financial or tax matters relevant to your interactions with Seedrs, you should consult a professional adviser.

Tax Relief (SEIS)

This business is eligible for SEIS relief - providing qualifying investors with income tax relief of 50% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Tax Relief (EIS)

This business is eligible for EIS relief - providing qualifying investors with income tax relief of 30% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Valuation (pre-money)

Valuation rounded from £16,597,769

This is the fully-diluted pre-money valuation of the business (i.e. before the new investment comes in and including issued options and other equity interests). In contrast, the post-money valuation is based on inclusion of the new investment in the value.

It is calculated as the pre-money valuation plus the amount of new investment. e.g. If Company A is ascribed a pre-money valuation of £1,200,000 by prospective investors investing £300,000, its post-money valuation is £1,500,000.

Pitch type

There are 5 types of investment pitch available on Seedrs.

  • Equity
  • Convertible
  • Fund
  • Cohort
  • Secondary

Investing in a regular equity campaign is the simplest and most common way to invest in a startup. You decide which business you want to invest in, and if the campaign hits its funding target then you will become one of their shareholders. As the company becomes more valuable, so do your shares; allowing you the opportunity to share in the future success of the business.

Learn more about pitch type on Seedrs

Equity Offered

The equity offered is the percentage of the company’s shares being issued in return for the amount of investment raised.

When the amount raised is less than 100%, the equity offered is based on the target raise. Once the company has raised over 100% it is based on the total raised.

In some scenarios, entrepreneurs may accept additional direct investment after closing their Seedrs campaign. Provided this is within 6 months of the closing and on the same terms, we do not typically offer pre-emption rights on that extra investment (where you have the opportunity to invest again to maintain your percentage shareholding).

Learn more about investing and pre-emption rights.

Seedrs nominee

This shows if you are able to choose, when making an investment, that you be represented by, and your shareholding be managed by, the Seedrs nominee.

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Custodian

If you invest in this Campaign, Seedrs will act as Custodian rather than provide our standard nominee service. This is due to the fact that the business is not directly involved in the share sale and Seedrs will not benefit from any rights under a shareholder agreement. As a result, Seedrs will handle administrative tasks as we do normally, but you will not have information or voting rights, updates from the business, preemption on future fundraising, or ongoing support about business trading activity.

Learn more about Custodian here

Secondary market

This shows if the business has opted-in or opted-out of allowing its shares to be bought and sold on the secondary market.

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Direct investment

This is an option to invest and hold shares 'directly' in the company (rather than via the Seedrs Nominee). This option is only available to those investing over the threshold amount, which is determined by the fundraising company.

If you choose to hold your shares directly, you will be responsible for any contractual or administrative arrangements with the company you are investing in.

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Payment options

We are not able to accept card payments for investments into this sector. You can pay for your investment by creating a bank transfer, using funds in your investment account or create a Pay by Bank payment. Your investment will only be completed once the funds have reached our account.

Business Involvement

This Campaign offers shares for sale in business that is not directly involved in this Campaign or the sale. As a result, the Campaign and post-investment experience, including investor rights, will differ from a business-led campaign on Seedrs. Most notably, the business will not engage with investors in the discussion forums both during and after the sale or provide any updates to investors.

Learn more here

Payment options

We are not able to accept Pay by Bank payments for investments into this sector. You can pay for your investment with a card payment, by creating a bank transfer or by using funds in your investment account. Your investment will only be completed once the funds have reached our account.

Drawdowns

This campaign offers the ability to pay for an investment by drawdowns.

Warning

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None of the information in constitutes part of the campaign and it has not been approved or reviewed by Seedrs.

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