Valuation · 2015
$500K
2025 Revenue
$11M
Customers
240
Funding
$16.8M
Avg ACV
$45.8K
Team · 2024
60
Founded
2011
Voxpopme Revenue, Valuation & Funding (2025)
Voxpopme generated $11M in revenue in 2025.
Voxpopme is a video research platform founded in late 2011 that helps Fortune 500 companies understand consumers through video surveys, one-on-one interviews, and focus groups, with AI-powered analysis at scale. The company is headquartered in the UK with a significant US presence and serves large enterprise clients across market research and customer experience verticals.
As of October 2024, Voxpopme reports approximately $10 million in annual recurring revenue, having raised roughly $15 to $16 million in total capital across its history, including a $9 million Series A in 2019 led by Origin Ventures with participation from Mercia. In 2024, the company secured a $750,000 venture debt facility from FounderPath on a 24-month term, paired with a board-approved equity restructuring designed to increase the go-forward management team's ownership stake.
Andrew Barraclough, the company's technical co-founder, assumed the CEO role approximately seven months before the October 2024 interview, succeeding Dave Carruthers. Lonnie Mayne, former president of InMoment, serves as chairman of the board and has been a board member for approximately four to five years. The company employs roughly 60 people and is described as being on a path to profitability.
Last updated
Voxpopme Revenue
Voxpopme reported revenue of approximately $10 million as of October 2024, with Barraclough describing the mix as roughly an 80-to-20 split weighted toward ARR. The company reached that figure having raised what the host Nathan Latka characterized as approximately $15 to $16 million in total capital, a figure Barraclough and Mayne did not dispute, making Voxpopme relatively capital efficient by SaaS standards.
Barraclough noted the company is looking at expansion into a new territory in the year ahead as a key growth driver. Profitability trajectory, churn, net revenue retention, and historical year-over-year growth rates were not disclosed in the interview. A forward revenue estimate is not produced here because no growth rate was stated by the CEO; any projection would be speculative and is therefore omitted.
Voxpopme Valuation, Funding Rounds
Voxpopme reached a $500K valuation in 2015, set during its Seed round.
Voxpopme has raised $16.8M in total funding across 9 rounds, most recently a $750K Venture round in 2024.
| Year | Round | Amount | Valuation | % Sold | Source |
|---|---|---|---|---|---|
| 2024 | Venture | $750K | - | - | Not recorded |
| 2019 | Series A | $9M | - | - | Not recorded |
| 2018 | Venture | $2.1M | - | - | Not recorded |
| 2017 | Series A | $2.8M | - | - | Not recorded |
| 2015 | Seed | $1.5M | - | - | Not recorded |
| 2015 | Seed | $69.1K | - | - | Not recorded |
| 2015 | Seed | $150K | $500K | 30% | Not recorded |
| 2014 | Seed | $235K | $2M | 12% | Not recorded |
| 2014 | Angel | $276.2K | - | - | Not recorded |
Interview Notes
Company snapshot
- Voxpopme, founded in 2012 after a late-2011 incubation, sells video-based consumer-insight software to mid-market and Fortune 500 brands.
- Current run-rate revenue: ≈ $10 million (≈ $8 million ARR, 80 % recurring / 20 % services).
- Equity raised to date: ≈ $15–16 million.
- Latest non-dilutive capital: $750 k FounderPath facility, 24-month term (May 2024).
- Headcount: ≈ 60 full-time employees.
- Flagship product: one-click video surveys & asynchronous focus groups with AI-driven theme/emotion analysis.
Growth trajectory
- Voxpopme has paired steady subscription expansion with capital efficiency.
- Revenue mix holds at 80 % SaaS / 20 % project services—a healthy gross-margin profile.
- $15–16 million in equity has produced a $10 million topline—strong dollars-per-dollar raised.
- 2024–25 GTM push: a rapid UX-testing module aimed at product & design teams, fueled by the FounderPath line.
Funding history
- A classic seed-to-Series A arc—then a shift to revenue-based finance.
- 2013-17 seed/angel tranches: ≈ $6–7 million (Mercia + angels).
- 2019 Series A: $9 million (Origin Ventures, Mercia follow-on).
- 2024 FounderPath RBF line: $750 k for go-to-market acceleration.
- Total equity: ≈ $15–16 million.
Team & cap-table refresh
- Leadership realignment and fresh incentives marked 2024.
- Full-time staff: ≈ 60.
- Board seats: 6 (Chair Lonnie Mayne).
- CEO: Andy Barraclough—original CTO, elevated mid-2024.
- Founder equity: ≈ 2 % pre-recap for Andy; materially increased via new ESOP (10–15 %).
- Recap mechanism: dilution + option pool, solving “dead stock” from departed co-founders.
Product evolution
- The platform keeps widening its moat around video insights.
- Core use-cases: video surveys, async focus groups, AI theme & emotion extraction.
- Scale proof-point: trusted by global brands (e.g., Nike) and embedded via white-label CX integrations.
- Newest module (2024): rapid UX tests—founder-friendly pricing atop the same AI video analytics backend.
Strategic nuggets
- A few decision-making highlights color the story.
- Founding trio: Dave Carruthers (ex-CEO), Andy Barraclough, Tom Williams.
- Board favored value-add debt over another priced round; FounderPath chosen for speed (< 30 days) and SaaS focus.
- Non-operational equity from departed execs became “dead stock”; recap avoided cash buy-outs.
Quick-grab numbers
- 2012 launch.
- $10 M annual revenue.
- $8 M ARR (80 %).
- $15–16 M equity raised.
- $750 k / 24-mo FounderPath line.
- 60 employees.
- 6 board members.
- CEO’s stake: 2 % → higher post-ESOP.
Founder / CEO
Andrew Barraclough
CEO
Andrew Barraclough co-founded Voxpopme in late 2011 alongside Dave Carruthers, who served as CEO for most of the company's history. Barraclough's background is technical: he served as the company's CTO from founding and transitioned into the CEO role approximately seven months before the October 2024 interview. At the time of founding in 2012, Barraclough held an equity stake of approximately 2 to 3 percent, a figure he described as low relative to typical founder ownership, attributable to the number of co-founders and early angel investors involved at inception.
Tom Williams joined as a third co-founder five to six months after the company was established and served as chief revenue officer before departing during the COVID period. Dave Carruthers, who had relocated to the United States to lead the company's US expansion, subsequently stepped away from the business as well. A former CFO also departed within roughly the same 30-day window as Carruthers. Barraclough described all departures as the result of diverging priorities rather than acrimony, noting he remained in contact with Carruthers at the time of the interview.
Lonnie Mayne, former president of InMoment where he spent 11 years, joined the Voxpopme board approximately four to five years before the October 2024 interview, placing his board entry around 2019 to 2020, just before COVID. Mayne subsequently became chairman of the board. He first encountered Voxpopme around 2016 to 2017 when InMoment integrated Voxpopme's video technology into its customer experience platform and provided Voxpopme with US office space. Net worth for Barraclough or Mayne was not discussed in the interview and no estimate is produced here.
Customers
Voxpopme's primary customer base consists of large enterprises and Fortune 500 companies conducting consumer research, user experience testing, and customer experience programs. The host Nathan Latka noted that Voxpopme's product had reached feature parity with larger, more expensive competitors such as UserTesting and UserZoom.
Specific customer count, pricing per seat, ARPU, and free-tier details were not disclosed in the interview. The company does offer services at multiple scales according to Barraclough, who invited prospective customers to contact the company through voxpopme.com to explore options.
Voxpopme serves 240 customers.
Voxpopme Business Model
Voxpopme generates revenue primarily through annual recurring subscriptions, with Barraclough describing an approximately 80-to-20 ARR-to-non-ARR split on the company's roughly $10 million in total revenue as of October 2024. The remaining approximately 20 percent is presumed to be services or project-based revenue, though the exact composition was not specified.
The company serves enterprise clients and positions its platform as a centralized research hub for video-based consumer insights. Gross margin, burn rate, runway, churn, LTV, CAC, and conversion metrics were not discussed in the interview. Mayne noted that Voxpopme has been on a path to profitability and has made significant progress on the profitability side in recent years, but a confirmed profitable or unprofitable status was not stated.
Voxpopme Employees & Team Size
Voxpopme employed approximately 60 people as of October 2024. Mayne initially cited 70 during the interview before Barraclough corrected the figure to approximately 60. The company has managed costs actively over the past several years as part of its path toward profitability, and Mayne described the period leading into late 2024 as one where the company was beginning to invest back into the business under Barraclough's leadership.
Voxpopme employs approximately 60 people as of 2026, down from 74 in 2023. It serves 240 customers that rely on its solutions.
| Year | Milestone | Source |
|---|---|---|
| 2024 | Reached 60 employees (January 2024) | Estimated |
| 2023 | Reached 74 employees (December 2023) | Not recorded |
| 2023 | Reached 67 employees (September 2023) | Not recorded |
| 2023 | Reached 74 employees (January 2023) | Not recorded |
| 2022 | Reached 74 employees (December 2022) | Not recorded |
| 2022 | Reached 71 employees (January 2022) | Not recorded |
| 2021 | Reached 66 employees (December 2021) | Not recorded |
| 2021 | Reached 68 employees (August 2021) | Not recorded |
| 2021 | Reached 75 employees (April 2021) | Not recorded |
| 2018 | Reached 50 employees (July 2018) | Not recorded |
Frequently Asked Questions about Voxpopme
What is Voxpopme's revenue?
As of 2025, Voxpopme generated $11M in revenue.
What is Voxpopme's valuation?
As of 2015, Voxpopme was valued at $500K.
Who founded Voxpopme?
Voxpopme was founded by Andrew Barraclough.
When was Voxpopme founded?
Voxpopme was founded in 2011.
Who is the CEO of Voxpopme?
The CEO of Voxpopme is Andrew Barraclough.
How much funding does Voxpopme have?
Voxpopme raised $16.8M across 9 rounds.
How many employees does Voxpopme have?
As of 2024, Voxpopme had 60 employees.
Where is Voxpopme headquartered?
Voxpopme is headquartered in Park City, Utah, United States.
Compare Voxpopme to the industry
Voxpopme operates across multiple industries. Browse revenue, funding, and growth data for Voxpopme in each sector below.
Full Interview Transcripts
Read the full interview and its transcript.
Data and Sources
All figures on this page are taken directly from interviews or are estimates from public sources and proprietary models. Not financial advice. Read full disclaimer.
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