For too long, data collection has been focused on quantitative data points. Missing nuance, and flattening human experience. Putting rich and complex voices into oversimplified tickboxes.
At WholeSum we’re determined to change that. Our mission is to enable organisations to collect the data they actually need, and design analysis that can handle real human answers.
Cofounder & CEO
Emily understands the commercial importance of audience insights. She held senior roles at global marketing agencies and worked with major brands across a variety of sectors (healthcare, financial services, FMCG). She’s also built two data-driven parenting apps that attracted thousands of users.
In 2025 she won a competitive deep tech grant - Women TechEU - to help bring her vision for WholeSum to life.
Cofounder & CTO
Adam's academic research has been used to advise governments and design widely used open-source software. He's in the top 0.1% of cited researchers worldwide for his work on generative modelling, statistical inference and machine learning.
He's previously led data and research projects with top organisations, including BBC, SpaceX and Meta. As an award winning science writer and bestselling author, he’s also passionate about communication of data-driven insights.
WholeSum's founders bring 20+ years' experience from both market and academic research, alongside world-leading expertise in data science, mathematics and statistics.
Advanced statistical modeling and inference techniques for reliable data analysis.
Cutting-edge machine learning and language modeling approaches for nuanced text interpretation.
Deep understanding of audience behaviour and enterprise insight needs.
WholeSum’s founders experienced the same problem in both their very different corporate and academic careers. They saw the limitations of quantitative data for revealing the 'why' behind audience experiences and behaviour, but also the pain of extracting meaning from qualitative data.
"We saw organizations struggling with the same challenge over and over: rich, valuable qualitative data sitting unused because analysis was too slow, unreliable, or expensive."
Emily, CEO
This problem touches everything — how companies listen to users, patients, and employees; how investors assess markets; how governments and researchers understand behaviour.
What we’re building with WholeSum is a foundational capability. And there’s never been more urgency for a safe-by-design AI solution like ours. AI adoption is skyrocketing, demand for deeper insights keeps growing, but there’s huge frustration with shallow, error prone chatbots and agents. Even the best reasoning models struggle with simple text datasets.
Imagine if we could take all the benefits of quantitative data - the trust, the transparency, the auditability –- and make all of this work for text data as well. This is the transformation we want to create, and this is the future of decision-making: unlocking deeper nuance and better signals where they are needed most.
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