Simply put, Adverity gives organisations the data insights they need to make better business decisions.
Our platform enables marketers to easily identify patterns in their data, reveal hidden anomalies, and unearth critical insights 鈥� essentially finding that proverbial needle before it hits the data haystack.
By bringing together hundreds of different data sources, we help businesses remove data silos and create a single source of truth over their data. Then, with a mixture of artificial intelligence and machine learning-based predictive analytics, our customers get proactive insights and reveal new opportunities 鈥� basically giving marketers the answers to questions before they鈥檙e even asked.
听
听
听
How did you come up with the idea for the company?
听
An explosion of marketing data and its exceptional potential to drive business decision-making created a gap in the market. Adverity鈥檚 founders had all previously worked with eCommerce companies who were investing considerable sums in marketing but lacked the effective analysis and insight to truly leverage that spend 鈥� many were still using Excel spreadsheets to make sense of their data!
We founded Adverity back in 2015 to help businesses overcome this inefficiency and start getting tangible results from their data. But, becoming a truly insight-driven business is challenging and so we created this platform to simplify the process and make pertinent marketing data accessible across an organisation 鈥� not just the marketing team.
听
More from Interviews
- A Chat With James Clark, Partner At Spencer West LLP On What Digital Regulation May Look Like Under An Andy Burnham Government
- Product Market Fit: Early Green Flags And Where To Look
- A Conversation With Brennen Lawrence, Co-Founder And CEO At Proofly On The Next Evolution Of Claims Readiness
- A Chat With Liam Houghton, Founder & CEO of Popsa On What The Next UK Government Needs To Do To Best Support Startups
- A Chat With Richard Kersey, Founder And Chief Architect Of Chirpper On What People Are Missing With The 鈥淒ead Internet Theory鈥�
- A Chat With Paul Beare, Founder Of Paul Beare Ltd On UK Companies Going International
- Get To Know Taiwo Akinropo, Founder And CEO At Heyfood And MENA40 Judge
- A Chat With Obinna Umeh, Co-Founder And CEO of Growwr And MENA40 2026 Judge
How has the company evolved during the pandemic?
听
The pandemic has been a validation of our vision for an efficient and analytics-driven approach to marketing. As a result, we鈥檝e seen increased interest in businesses wanting clearer evidence about the effectiveness of their marketing campaigns and related spend.
We鈥檝e continued to onboard new customers throughout the past year, including from sectors severely impacted by the crisis, and those at different stages in their data maturity journey. Marketing is key to economic recovery, and with tighter budgets, businesses need campaigns to achieve results as efficiently as possible.
Internally, the transition to remote working was probably smoother than most 鈥� we鈥檙e a SaaS company so we鈥檝e always encouraged the freedom to work from anywhere, allowing team members to be productive in the atmosphere that suits them best. Our team was already versed in conducting virtual meetings and our company culture and efforts to socialise as a team have helped us remain connected throughout the pandemic.
听
What can we hope to see from Adverity in the future?
听
We are focused on helping organisations understand the value of data and how, if used correctly, it can help them predict problems and foresee new opportunities 鈥� and, in an environment where consumer behaviour is swiftly changing, this is rapidly becoming a necessity. Businesses increasingly need to demonstrate ROI in real-time and make budgets work harder 鈥� so forecasting abilities and decision-making informed by data insights are going to be the difference between success and failure for many companies.
We are continuing to invest in evolving our existing technology, as well as developing new solutions to tackle the ongoing challenges of data fragmentation and complexity. So far we鈥榲e grown organically, and we will continue to do so, and we are open to acquiring companies with technology assets, teams of developers or new market components if the right opportunity comes along. Ultimately, we want to help all companies to become more insight-driven.
