Unitary
Unitary builds AI-powered Virtual Agents that autonomously execute complex, multi-step workflows inside customers' existing tools, serving insurance MGAs, brokers, and carriers alongside online marketplaces and review platforms requiring content moderation and trust-and-safety automation.
- Company typePrivate
- Founded2019
- HeadquartersCambridge, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Unitary does
Unitary is a UK-based AI company that builds autonomous "Virtual Agents" — AI systems that log into customers' existing tools with standard credentials and execute complex, multi-step workflows end-to-end without requiring API integrations or process changes. The core platform combines proprietary multimodal AI (computer vision, audio processing, and natural language processing) with a blended AI-human escalation layer, delivering contractually-guaranteed human-level accuracy and 80-100% automation rates on tasks that traditional RPA cannot handle. Unitary operates two distinct go-to-market motions through a shared platform: an API-first content moderation business serving online marketplaces and review platforms (Trustpilot, Substack, Depop, Wallapop, GeoEdge, Vylit), and a more recent Virtual Agents automation business targeting insurance MGAs, brokers, and carriers (Attune as a named anchor).
The product portfolio spans the Virtual Agents platform, Policy Classification API in Standard and Premium tiers, Items and Characteristics API (50+ detection classes), the Virtual Moderator blended AI-human endpoint, and the open-source Detoxify library. Technical differentiators include resilience to UI and workflow changes (claimed as structurally superior to brittle RPA), an in-house multimodal stack rather than reliance on third-party foundation models, and enterprise-grade certifications (SOC 2 Type II, ISO 27001). The company reports processing approximately 6 million videos per day across its moderation workload.
Unitary makes money through outcome-based per-task pricing on Virtual Agents deployments, usage-based API pricing on the Standard tier, and annual subscription pricing on the Premium classification tier. Distribution combines enterprise field sales (30-minute demo format), self-serve developer onboarding via docs.unitary.ai, and channel partnerships such as the BIBA associate membership for UK insurance brokers and OEM embedding into platforms like Vylit. The company is venture-backed (Creandum-led $15M Series A in October 2023 with Paladin Capital Group and Plural, preceded by an $8M seed in March 2023 and earlier 2019-2020 rounds) and remains privately held under the legal entity Unitary Ltd, registered in England and Wales.
Unitary firmographics
Firmographics- Name
- Unitary
- Legal name
- Unitary Ltd
- Website
- https://unitary.ai
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Unitary builds AI-powered Virtual Agents that autonomously execute complex, multi-step workflows inside customers' existing tools, serving insurance MGAs, brokers, and carriers alongside online marketplaces and review platforms requiring content moderation and trust-and-safety automation.
- Ownership category
- akta.pro rank
Unitary industry classification
Industry- Product category
- AI Process Automation & Content Moderation
- NAICS
- Software Publishers (5132), Software Publishers (513210)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Agents & Autonomous Workflows (Tool Use, Planning, Multi-Agent) (HDAAACAF)
- akta.pro secondary industries
- AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs) (HDAEANAJ), Workplace Automation & Self-Service (RPA for IT, Chatbots, Virtual Agents) (BPAEAIAI), Human Oversight, Review & Content Moderation Tooling (HDAAAMAH), Safety, Alignment & Content Moderation (Guardrails, Red Teaming) (HDAAACAI)
Keywords
Where Unitary is headquartered
LocationHeadquarters
- HQ city
- Cambridge
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Unitary business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Virtual Agent Automation (Primary): Outcome-based pricing model for AI-powered automation services. Customers pay per task completed with outcome-based pricing that scales with usage. No setup fees or hidden costs; customers only pay once results are delivered. Automation rates of 80-100% on complex multi-step processes drive cost reduction from day one.
- API Access (Standard & Premium): API-based content classification and moderation services. Standard product operates off-the-shelf with no customer input required. Premium product offers fine-tuned models based on customer-specific content guidelines, charged as a premium tier of API access.
- Virtual Moderator Endpoint: Blended AI and human moderation service leveraging Virtual Trust & Safety Agents for advanced content understanding. Provides human-level accuracy quickly and reliably through API integration.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Outcome Based/ Performance | Pay-as-you-go | Outcome-based automation pricing — no upfront cost, pay per completed task |
| Usage-based | Monthly | Standard — off-the-shelf content classification API |
| Subscription | Annual | Premium — fine-tuned classification per customer content guidelines |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Unitary product offering
Product offeringCore offering
Unitary builds AI-powered Virtual Agents that autonomously log into customer tools using standard credentials and follow existing workflows to automate repetitive, multi-step manual work for commercial insurers and online marketplaces, without requiring integrations or process changes. The company also offers a multimodal AI content moderation platform exposed via REST APIs (Policy Classification, Items and Characteristics, Virtual Moderator, and Detoxify) for classifying harmful content across video, image, audio, and text.
Product overview
Unitary offers a unified platform of AI-powered automation and content moderation products. The core product is Virtual Agents, autonomous AI systems that automate manual work for insurers and online marketplaces by working directly in existing tools. Supporting the platform are specialized API products: Policy Classification API (Standard & Premium tiers) for categorizing content into policy categories with context-aware understanding; Items and Characteristics API for granular detection of specific harmful elements in visual and audio content; Virtual Moderator for blended AI-human content moderation; and Detoxify, an open-source text toxicity detection library. The products share a unified API infrastructure with webhook support and work together to provide comprehensive content moderation and operational automation.
Differentiator
Problem solved
Functional benefit
Products and services
- Virtual Agents AI-powered autonomous agents that log into customer tools using standard credentials and follow existing workflows end-to-end, automating repetitive manual work for insurers and online marketplaces. Virtual Agents handle complex reasoning, navigate multiple systems, escalate to humans when needed, and deliver contractually-guaranteed human-level accuracy with 80-100% automation rates on complex multi-step processes.
- Policy Classification API REST API that categorizes images and videos into policy categories including Adult & Sexual, Non-medical Drugs, Violence and Injury, Weapons and Firearms, and Hate Speech and Hate Symbols. The Standard tier works off-the-shelf and the Premium tier offers fine-tuned models trained on each customer's content guidelines for higher accuracy.
- Virtual Moderator
Quantifiable outcome
- 80-100% automation rate on complex multi-step processes
- +6 more outcomes
Companies that use Unitary
Customer profileNamed customers5 records
Segments2 records
Ideal customer profiles3 records
Unitary technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability10 records
Feature5 records
Unitary partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- British Insurance Brokers' Association (BIBA)coreUnitary joined BIBA as an associate member to expand its zero-integration automation support for UK insurance brokers. This partnership strengthens Unitary's market reach within the UK broker community, enabling BIBA members to access Unitary's Virtual Agents for insurance operations automation without system overhauls.
- VylitcoreVylit, an 18+ social media platform for adult creators co-founded by former OnlyFans CEO Ami Gan, partnered with Unitary AI for automated content moderation. Unitary's moderation technology is embedded into Vylit's platform to address safety concerns in the 18+ content space, providing real-time automated moderation alongside Yoti's age-assurance technology.
Scale indicators10 records
Recent moves6 records
Expansion highlights6 records
Unitary competitors and assessment
Company assessmentDirect peers
- ActiveFence: ActiveFence is a direct competitor in AI-powered content moderation and trust & safety. Both companies serve marketplaces, social platforms, and online communities with multimodal classifiers and policy-grade detection.
- Hive: Hive provides multimodal AI content moderation (image, video, audio, text) via APIs for trust & safety use cases. Direct overlap with Unitary's Policy Classification and Items & Characteristics APIs across marketplace and platform customers.
- UiPath: UiPath is the dominant RPA platform now expanding into AI-powered agentic automation. Unitary explicitly positions Virtual Agents against UiPath's brittleness on complex, multi-step workflows, making it the closest direct competitor in the automation space.
- Clarifai: Clarifai offers computer vision and AI APIs for content moderation, visual recognition, and workflow automation. Overlaps with Unitary's vision-led moderation capabilities and emerging automation use cases.
- Automation Anywhere: Automation Anywhere is a leading RPA vendor expanding into AI-driven process automation. Direct competitor to Unitary's Virtual Agents for enterprise workflow automation, with comparable positioning on AI-augmented bots.
Emerging players
- Cresta: Cresta builds AI agents for customer service and contact center automation. Comparable as an emerging AI agent platform pursuing enterprise workflow automation, though focused on conversational rather than process-execution tasks.
- Moveworks: Moveworks is an enterprise AI agent platform automating IT, HR, and operational workflows. Comparable to Unitary's Virtual Agents in spirit (autonomous AI agents acting in enterprise tools), though focused on internal IT/service desk rather than insurance or content moderation.
- Roots Automation: Roots Automation provides AI-powered digital coworkers for insurance operations (underwriting, claims, servicing). Highly comparable to Unitary's Virtual Agents for Insurance given shared vertical and use cases (submissions, claims, policy admin).
Broad incumbents
- Microsoft (Azure AI Content Safety & Copilot Studio): Microsoft offers Azure AI Content Safety for moderation and Copilot Studio for building AI agents. Both overlap with Unitary's products as part of Microsoft's broad enterprise platform, posing a major bundling/displacement threat.
- Two Hat Security (now part of Microsoft): Two Hat was a direct competitor in AI content moderation for online communities before its acquisition by Microsoft. Now integrated into Microsoft's Xbox and community safety offerings, it represents the consolidation path Unitary's category may follow.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Unitary social profiles
Digital presenceUnitary compliance and trust
Trust signalCompliance2 records
Unitary financial estimates
Financial estimateRevenue estimate
Valuation estimate
Unitary leadership team
Management profileNumber of profiles
Profiles3 records
Unitary funding detail
Funding detailFunding overview
Funding rounds5 records
Investors11 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Unitary M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Unitary
What does Unitary do?
Unitary builds AI-powered Virtual Agents that autonomously log into customer tools using standard credentials and follow existing workflows to automate repetitive, multi-step manual work for commercial insurers and online marketplaces, without requiring integrations or process changes. The company also offers a multimodal AI content moderation platform exposed via REST APIs (Policy Classification, Items and Characteristics, Virtual Moderator, and Detoxify) for classifying harmful content across video, image, audio, and text.
Is Unitary a public or private company?
Unitary is a private company. It is classified as venture growth investor backed and is currently operating.
When was Unitary founded?
Unitary was founded in 2019. It employs 11 to 50 people.
Where is Unitary based?
Unitary is headquartered in Cambridge, United Kingdom, in the Europe region.
How does Unitary make money?
Three revenue lines are on record. Virtual Agent Automation (Primary) is the primary driver. The others are API Access (Standard & Premium) and virtual Moderator Endpoint.
Who are Unitary's main competitors?
Direct peers on record are ActiveFence, Hive, UiPath, Clarifai and Automation Anywhere. Emerging players are Cresta, Moveworks and Roots Automation. Broad incumbents are Microsoft (Azure AI Content Safety & Copilot Studio) and Two Hat Security (now part of Microsoft).
Does Unitary have an API?
Yes. Unitary offers a REST API for content classification and moderation. The API provides multiple endpoints including: Policy Classification (Standard & Premium) for categorizing content into policy categories like Adult & Sexual, Non-medical Drugs, Violence and Injury, Weapons and Firearms, and Hate Speech and Hate Symbols; Items and Characteristics endpoints for granular detection of specific items and characteristics in images and videos (over 50 classes including violence, substances, hate symbols, NSFW content, visual content characteristics, and audio/OCR toxicity); Virtual Moderator endpoint for a blended AI and human solution providing human-level accuracy; and Detoxify endpoints for detecting toxic language in text content. The API uses JWT Bearer authentication with 24-hour tokens, supports webhook callbacks for asynchronous results, and accepts content via URL or file upload. Authentication is handled via POST request to obtain a token, which must be included in subsequent API requests. Developer documentation is at docs.unitary.ai.
What industry is Unitary in?
Unitary's product category is AI Process Automation & Content Moderation. Its primary akta.pro industry code is HDAAACAF, Agents & Autonomous Workflows (Tool Use, Planning, Multi-Agent), with a secondary code of HDAEANAJ, AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs). Its NAICS code is 5132 and its SIC code is 7372.