GlobalWebIndex (GWI) is a leading technology-enabled market research business headquartered in London, UK. The company was founded by Tom Smith in 2009 after he had spent nearly a decade leading consumer insights at a large global agency. Through his experience working with incumbent market research companies on his clients’ behalf, Tom recognized a growing need for marketers to better understand their digital audiences in a much more granular and real-time manner, and the potential for a technology-driven approach to upend the way market research had been gathered for decades. Since Tom launched GWI to serve this need, it has become one of the world’s largest market research studies on the digital consumer, sourcing rich data from a global panel of 22 million internet users across 42 countries. The company delivers audience profiling data at greater speed, scale and granularity, and is used by the leading marketing agencies, publishers and brands worldwide.
Stripes first learned of the company in 2016, and began building a relationship with the GWI team over the next two years. When the company decided to explore financing for the first time, the team chose Stripes for our deep and relevant experience in building digital subscription businesses and long track record of partnering with founder-led companies. We are delighted to be working with the GWI team during their next chapter of growth.