For too long, organisations have relied on tools that flatten human experiences into tick boxes, numbers and Likert scales. Losing valuable light and shade in the process. When decisions depend on really understanding people, that kind of simplification comes at a cost. WholeSum exists to change that. Our mission is to find the signals that matter most, no matter how complex the data. We believe organisations should collect the data they actually need, not what’s easiest to analyse.
With WholeSum we turn complex human responses into clear, defensible insight by analysing how answers relate to one another across your entire dataset. This means results are not only fast and accurate, but nuanced. Revealing subtle emerging signals, meaningful patterns and risks that other tools — and even humans — typically miss.
This approach helps our partners surface hidden drivers and early signals of opportunity — from purchase intent to adoption barriers — early enough to act on them. The result is high-trust intelligence built to stand up to scrutiny, giving decision makers confidence they’re seeing the whole picture.
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.
Our founders bring more than 20 years' combined experience across audience insights and research, with world-leading expertise in data science, mathematics and statistical inference.
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 encountered the same problem from very different worlds — corporate and academic. Emily and Adam both saw the limits of quantitative data when it came to understanding the ’why’ behind human behaviour, and they felt the frustration of trying to extract reliable insight from qualitative data at scale.
"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 challenge shows up everywhere. In how companies listen to customers, patients and employees; in how analysts assess markets; and in how governments and researchers seek to understand behaviour.
What we’re building with WholeSum is a foundational capability. And the urgency has never been greater. AI adoption is accelerating, the demand for deeper insight continues to grow, yet many teams are frustrated by shallow, error-prone tools. Even the most advanced models struggle to extract consistent, trustworthy insight from large volumes of open-ended text.
Imagine if the strengths of quantitative data - trust, transparency and auditability - could be applied to human language as well. That’s the transformation we’re working toward. A future of decision-making that captures nuance, surfaces better signals, and helps organisations act with confidence when it matters most.
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