What WeAre8 does

WeAre8 is a B-Corp-certified consumer social media platform that shares 60% of advertising revenue with users, creators, charities, and climate projects, while retaining 40% for platform operations. Founded in 2020 by serial entrepreneur Zoe Kalar (formerly Sue Fennessy) and structured as a Public Benefit Corporation, the platform is distributed via Apple App Store and Google Play in the UK, Australia, Denmark, and (via Prisma Media's network) France, with US expansion planned. The core WeAre8 App enables users to post content and earn micro-payments for watching opt-in Paid Brand Videos, withdrawable via PayPal through 8Wallet.

The product stack is anchored by proprietary technology including the AI Shield moderation system (a five-year-built content safety architecture), a claimed Generative AI media-buying engine, and a no-addictive-algorithm feed model that limits recommended daily usage to ~8 minutes. Adjacent product modules include the Golden 8 Ad Unit for publishers, the 8Stage verified creator program, the Mental Health Support Button (powered by ThroughLine, providing access to 1,300+ services across 140+ countries), and event products 8fest and Comedy Fest. Reach has scaled to over 3 million global downloads and 250+ brand advertisers including EE, Nike, Mondelez, IKEA, UNICEF, and WWF.

The business is 100% advertising-funded: brands pay to advertise on the platform, with revenue split 50/5/4/1 across people/creators/charities/climate. Programmatic buying was unlocked via Magnite SSP in April 2025. Distribution combines app-store self-serve for consumers, direct sales to enterprise brands, and channel/reseller partnerships with publishers (Prisma Media) and sports federations (Birmingham County FA, Minnesota Aurora FC, Leeds Rhinos, FC Como Women, US Youth Soccer, World Rugby). The company has raised approximately £13.16M to date across a 2022 Series B led by Channel 4 Ventures and a Crowdcube round, and is led by Founder & CEO Zoe Kalar with operating support from a UK MD/Global CGO (Laura Chase), CRO (Frederic Layer), CTO (George Taskos), COO (Haley Deitch), and CMO (Jill Cooper).

Name

WeAre8

Legal name

WeAre8, Pbc.

Website

https://weare8.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Short description

WeAre8 is a B-Corp-certified social media platform that shares 60% of ad revenue with users, creators, charities, and climate projects, serving advertisers (250+ brands including EE, Nike, UNICEF) and consumers across UK, Australia, Denmark, and France via proprietary AI moderation and PayPal-integrated wallet.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Advertising (Ad Revenue Sharing): WeAre8's core revenue model. Brands pay to advertise on the platform. 60% of advertising income is returned to the community: 50% to people (users earn micro-payments for watching ads), 4% to charity partners, 5% to creators, 1% to climate initiatives. The remaining 40% is reinvested in platform growth and sustainability. 250+ global brands have shifted ad spend to WeAre8. Brands get on average 50x more attention than Meta. The platform also launched programmatic advertising via Magnite SSP in 2025.
2. Publisher Revenue Share (Golden 8 Ad Unit): Through the Golden 8 Ad Unit, WeAre8 shares advertising revenue with publishers (e.g., Prisma Media's 40 brands). Publishers host the ad unit across their digital networks and receive a share of ad revenue per video view. This creates a new commercial revenue stream for publishers while WeAre8 retains a portion.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

WeAre8 operates a mobile (iOS/Android) social media platform where users create profiles, post content, follow creators, and earn micro-payments by watching opt-in Paid Brand Videos. Brands pay to advertise on the platform through direct sales and programmatic channels (Magnite SSP), and 60% of ad revenue is redistributed to users, creators, charities, and climate projects via the WeAre8 Wallet. The platform is structured as a Public Benefit Corporation and is B-Corp certified, with identity-verified users, non-controlling algorithms, and embedded AI-powered safety (AI Shield) and mental health support (ThroughLine).

Product overview

WeAre8 is a B-Corp-certified social media platform that operates as a unified ecosystem with a core social app at its center, complemented by proprietary AI safety technology, innovative advertising products, creator monetization tools, and event-based community initiatives. The platform's architecture centers on the WeAre8 App where users engage with content and earn through Paid Brand Videos, with the WeAre8 Wallet enabling micro-payments. The AI Shield and AI Content Manifesto form the ethical AI framework. Extensions include the Golden 8 Ad Unit for publishers, programmatic advertising via Magnite, mental health support through ThroughLine, creator development via the UK Creator Board, and event programs like 8fest and Comedy Fest. The platform shares 60% of ad revenue with users, charities, creators, and planet projects.

Differentiator

Problem solved

Functional benefit

Products and services

• WeAre8 App Free iOS/Android social media platform for individual consumers to share posts/short videos, follow creators, watch opt-in Paid Brand Videos to earn micro-payments through the 8Wallet (paid via PayPal), and access the Mental Health Support Button. No controlling algorithms; identity-verified users; ~8 minutes/day recommended usage.
• Programmatic Mobile Ad Product Mobile in-app advertising product with programmatic buying capability for enterprise brand advertisers, distributed via Magnite SSP. Enables automated, scalable, ESG-positive ad buying on the WeAre8 mobile app, with 60% of revenue directed back to charity and non-profit partners.
• Golden 8 Ad Unit Innovative video ad unit for media publishers: every video view generates revenue that is shared with the host publisher, a charity partner, and climate projects. Sold to and operated on behalf of publishers such as Prisma Media (Vivendi) and used by brand advertisers seeking ESG-positive, brand-safe video inventory.

Quantifiable outcome

• 50x more attention per brand ad compared to Meta
• +6 more outcomes

Named customers15 records

Segments6 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability5 records

Feature8 records

Partnerships

25 partnerships are on record, tiered minor and core.

• EEminorGTM or Marketing PartnerEE is listed as one of the brands that has secured advertising agreements with WeAre8. As a brand advertiser, EE pays to serve ads on WeAre8's platform, with ad revenue shared with users, charities, and creators.
• NikeminorGTM or Marketing PartnerNike is listed as a brand that has secured advertising agreements with WeAre8, paying to advertise on the platform with revenue sharing model applied.
• MondelezminorGTM or Marketing PartnerMondelez is listed as a brand that has secured advertising agreements with WeAre8, participating in the platform's ad revenue sharing model.
• TrefaddercoreStrategic or Co-development PartnerNorwegian climate tech company Trefadder partnered with WeAre8 to make climate action accessible through the platform. Every ad watched on WeAre8 now contributes to a dedicated Trefadder planet fund supporting verified climate and biodiversity projects. Joint initiatives include growing a 'People's Forest,' restoring underwater ecosystems, and launching 'Walk for Trees' campaigns. This is a core strategic partnership integrating climate impact into the platform's core economic model.
• Birmingham County Football Association (BCFA)coreStrategic or Co-development PartnerBCFA partnered with WeAre8 to boost grassroots football and support a healthier digital experience. WeAre8 sponsors the Women's Challenge Cup final and entire 25-26 season. BCFA integrated into WeAre8 digital wallet for fan donations. WeAre8 is funding a dedicated referee training course for 12 women and providing branded kit bags to 126 female referees. 'Heroes & Legends' awards initiative launched to boost community engagement. Potential to benefit 900 clubs and 5,900 teams.
• AlchemyminorStrategic or Co-development PartnerAlchemy, a transformation and nervous system rewiring platform, joined WeAre8 to create a space for people to reclaim freedom from digital noise, create real-world impact while scrolling, and share authenticity in a positive community. Alchemy (@alchemyrewire) has a dedicated presence on WeAre8. Partnership speaks to shared mission of personal and digital transformation.
• MagnitecoreTechnology or IntegrationMagnite (NASDAQ: MGNI), the largest independent sell-side advertising company, serves as WeAre8's first SSP to power programmatic advertising. This enables automated, scalable ad buying on WeAre8's mobile in-app ad product. Announced April 2025, it marks WeAre8's first step into programmatic advertising.
• Prisma MediacoreStrategic or Co-development PartnerPrisma Media (part of Vivendi), France's leading publisher with 40 iconic brands (Femme Actuelle, Télé-Loisirs, Voici, GEO, Harper's Bazaar, Capital) reaching 39 million people/month, partnered with WeAre8 in October 2024. Prisma Media hosts the Golden 8 Ad Unit across its digital network, sharing ad revenue per video view. This is WeAre8's entry into the French market and a significant publisher partnership.
• Featured Artists Coalition (FAC)coreStrategic or Co-development PartnerThe Featured Artists Coalition (FAC), the UK trade body representing music artists' rights, partnered with WeAre8 to support a healthier digital space for artists and fans. FAC members including Blur's David Rowntree, Alt-J, Kelli-Leigh, Aziya, Chalk, and twst joined WeAre8. FAC integrated into WeAre8 digital wallet for fan donations. Partnership allows FAC members to provide feedback on platform development.
• GotobeatminorGTM or Marketing PartnerGotobeat, a live music platform building community around new talent and live discovery, co-hosted 8fest — the world's first social media music festival — with WeAre8. Gotobeat's Davide Mura commented on the partnership as a first-of-its-kind music festival on a social media platform.
• Nordoff and RobbinsminorGTM or Marketing PartnerNordoff and Robbins, the UK's largest music therapy charity with 60+ years of practice, was charity partner for 8fest. The charity benefits from festival engagement and platform visibility. Partnership aligns music therapy with WeAre8's positive social mission.
• ThroughLinecoreTechnology or IntegrationThroughLine powers WeAre8's Mental Health Support Button, connecting users to 1,300+ vetted and verified mental health services in 140+ countries. Services cover 23 topics (anxiety, bullying, grief, depression, loneliness, trauma, self-harm) via four contact methods. Always free, confidential, and human-led.
• NAMI (National Alliance on Mental Illness)coreStrategic or Co-development PartnerNAMI partnered with Minnesota Aurora FC and WeAre8 for a mental health initiative during the 2025 season. Aurora FC moved away from X toward WeAre8. Players wore co-branded NAMI–WeAre8 jerseys. 'Goals for Good' campaign: $100 per goal scored to NAMI. Aurora warm-up shirts auctioned with proceeds to NAMI. NAMI Minnesota chapter specifically involved.
• Minnesota Aurora FCcoreStrategic or Co-development PartnerWomen's soccer club Minnesota Aurora FC partnered with WeAre8 and NAMI for a mental health initiative during the 2025 season. The club moved away from X toward WeAre8 as its social platform. Players wore co-branded jerseys at games. 'Mindful Moment' platform launched with KFAN's Chris Hawkey. Exclusive content on WeAre8 with dedicated club intern creating posts.
• Mental Health UKminorGTM or Marketing PartnerMental Health UK was the charity partner for Comedy Fest. All ticket proceeds from the live final event (January 21, 2026, Big Belly Comedy Club, Southwark) went directly to Mental Health UK. Jemima Woolgar, Head of Community and Events Fundraising at Mental Health UK, provided a statement supporting the initiative.
• Leeds RhinosminorGTM or Marketing PartnerLeeds Rhinos (professional rugby league club) joined WeAre8 to champion a healthier digital future for women's sport. Listed as one of the sports organizations building community on the platform.
• World RugbycoreStrategic or Co-development PartnerWorld Rugby joined forces with WeAre8 to tackle social media safety for fans and players. Partnership addresses online toxicity in rugby and promotes WeAre8 as a safer alternative.
• Mercury/13 / FC Como WomenminorStrategic or Co-development PartnerFC Como Women partnered with WeAre8 as part of an innovative sponsorship model launching January 2025 under the Mercury/13 initiative. Supports women's football community on the platform.
• Breeze AirwaysminorGTM or Marketing PartnerBreeze Airways partnered with WeAre8 to spread kindness — online and in the air. Partnership combines digital platform presence with airline travel community.
• Project LibertycoreStrategic or Co-development PartnerProject Liberty, WeAre8, and Frequency Network Foundation partnered to ignite a people-first social media revolution. This partnership involves three organizations committed to reshaping social media infrastructure with a focus on user empowerment and decentralized principles.
• Frequency Network FoundationcoreStrategic or Co-development PartnerFrequency Network Foundation partnered with WeAre8 and Project Liberty as part of a people-first social media revolution initiative. Combines WeAre8's platform model with Frequency's decentralized social infrastructure.
• Astrid HaugminorOthersAstrid Haug, a digital advisor, author, and board member specializing in social media, technology, ESG, and social responsibility (author of six books on digitalisation, affiliated with The Danish Academy of Technical Sciences), joined WeAre8's advisory board in connection with the Denmark launch. She brings 15+ years of experience in digital communication and public debate.
• US Youth SoccerminorStrategic or Co-development PartnerUS Youth Soccer champions Love (No Hate) on WeAre8. Partnership promotes positive social media usage among youth soccer communities in the US, with the 'no hate' ethos aligned with WeAre8's toxicity-free platform values.
• RankinminorGTM or Marketing PartnerRenowned photographer and creative Rankin collaborated with WeAre8 and The Hunger magazine to launch the 'Infinite Love Symbol' — a creative campaign promoting love and positivity on the platform.
• Big Belly Comedy ClubminorGTM or Marketing PartnerBig Belly Comedy Club, one of London's most iconic comedy venues, hosted the Comedy Fest live final on January 21, 2026. WeAre8's Comedy Fest was the first major comedy event hosted at the venue. Judges included Sanjeev Bhaskar, Josh Berry, Sikisa, and Russell Hicks.

Scale indicators14 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Bluesky: Decentralized social platform positioning itself as a healthier, less toxic alternative to X/Twitter. Directly competes with WeAre8 for 'responsible social media' audiences and brand-safety conscious advertisers.
• Mastodon: Federated, ad-free social network built around community values and reduced toxicity. Targets the same ethically-minded user cohort and creator base as WeAre8, with similar growth-by-community GTM.

Emerging players

• BeReal: Anti-performative social app with a focus on authenticity and reduced algorithmic curation. Targets Gen Z users seeking an alternative to Instagram/TikTok, overlapping with WeAre8's 'social as it was meant to be' positioning.
• Discord: Community-led platform originally focused on gaming but expanding to creators and brands. Overlaps with WeAre8's community-led growth model and creator-monetization features.

Broad incumbents

• Snap Inc. Owner of Snapchat, a major incumbent in mobile-first social with substantial brand-ad spend. Competes with WeAre8 for Gen Z / millennial creator audiences and for ESG-brand advertising dollars.
• Meta Platforms: Operator of Facebook, Instagram, WhatsApp, and Threads. WeAre8 explicitly benchmarks its ad-attention performance (claimed 50x) against Meta, making Meta both an archetypal competitor and the standard WeAre8 must displace.
• X (Twitter): Real-time social network. Several WeAre8 partnerships (Minnesota Aurora FC, BCFA) explicitly reference clubs moving away from X toward WeAre8, positioning X as the displaced incumbent for sports and lifestyle audiences.
• TikTok (ByteDance): Short-form video leader commanding massive creator and ad attention. A direct threat to WeAre8's ability to recruit creators and brand budgets, particularly in the Gen Z demographic WeAre8 also targets.
• Pinterest: Visual discovery platform with high purchase-intent audiences and brand-safe ad inventory. Competes with WeAre8 for brand-ad budgets seeking positive, non-toxic ad adjacency in lifestyle categories.

Others

• Project Liberty: Decentralized social-infrastructure initiative and listed WeAre8 partner. Compares to WeAre8 as a thematic peer in the 'people-first social media' movement; shares founder Frank McCourt's broader ecosystem thesis.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/WeAre8Official
• Facebookfacebook.com/weare8
• LinkedInlinkedin.com/company/weare8
• Instagraminstagram.com/weare8

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries3 records

Funding overview

Funding rounds3 records

Investors4 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about WeAre8