Fospha
Fospha is a London-headquartered B2B SaaS company that provides a unified, daily Marketing Mix Modeling and attribution platform for hundreds of retail commerce brands across DTC, Amazon, TikTok Shop and other marketplaces, monetized via enterprise annual subscriptions.
- Company typePrivate
- Founded2015
- HeadquartersAustin, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What Fospha does
Fospha is a London-headquartered B2B SaaS company that operates a Measurement Operating System for retail commerce brands, providing unified daily Marketing Mix Modeling (MMM), multi-touch attribution, incremental forecasting and automated budget optimization. Its platform combines six core and add-on modules — Core (always-on daily ad-level MMM), Beam (Bayesian saturation-curve forecasting), Halo (cross-channel measurement across DTC, Amazon, TikTok Shop, Walmart.com and Sephora), Glow (causal brand-impact measurement), Prism (automated budget action) and Fospha AI / MCP (conversational and AI-agent interfaces) — over an impression-level architecture that does not rely on pixels, cookies or user-level tracking and is GDPR, CCPA and iOS14+ compliant.
The technology foundation is an ensemble methodology combining deterministic, correlative and causal models, delivered with daily granularity, ad-level outputs and glass-box transparency; over 2025-2026 the company extended the stack with Measurement 3.0, Ask Fospha AI, the Fospha MCP Server (first MCP-compatible marketing-measurement data source integrated with Claude and ChatGPT), CTV measurement integrations with Amazon DSP, StackAdapt, Tatari and Vibe.co, and a Smartly budget-automation partnership. Fospha serves "hundreds" of retail brands including Dyson, Lululemon, Gymshark, Huel, Urban Outfitters, River Island, GANT, Samsonite, CarParts.com, Redbubble, MyProtein, Laura Geller Beauty and others across apparel, beauty, consumer electronics, F&B and travel.
Fospha monetizes via enterprise SaaS subscriptions sold on an annual contract cadence with quote-based pricing (not publicly disclosed), via a sales-led go-to-market with dedicated account managers and customer success teams and onboarding typically under 28 days. The company is privately held by UK-incorporated Fospha Limited (parent entity Fosjento Holdings Ltd), employs 101-250 people globally with primary markets in EMEA, USA, Germany, France, Ireland, Australia and India, and has raised a single disclosed funding round of $7.4M from Blenheim Chalcot in February 2018. The leadership team comprises CEO Sam Carter, co-founders Manoj Badale and Charles Mindenhall (Chairman), COO Dom Devlin, Head of Onboarding Hayley Cross and Head of Engineering Keith Robinson.
Fospha firmographics
Firmographics- Name
- Fospha
- Legal name
- Fospha Limited
- Website
- https://fospha.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Fospha is a London-headquartered B2B SaaS company that provides a unified, daily Marketing Mix Modeling and attribution platform for hundreds of retail commerce brands across DTC, Amazon, TikTok Shop and other marketplaces, monetized via enterprise annual subscriptions.
- Ownership category
- akta.pro rank
Fospha industry classification
Industry- Product category
- Marketing Measurement Software
- NAICS
- Advertising Agencies (541810)
- SIC
- Services-Direct Mail Advertising Services (7331)
- akta.pro primary industry
- Media Measurement, Attribution & Mix Modeling (MMM/MTA) (BPAFABAN)
Keywords
Where Fospha is headquartered
LocationHeadquarters
- HQ city
- Austin
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Fospha business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- SaaS Platform Subscription: Marketing measurement platform delivered as a subscription service. Clients receive access to Core, Beam, Halo, Glow, and Prism products with varying availability. Most clients are up and running in under 28 days.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Enterprise subscription with custom pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels7 records
Fospha product offering
Product offeringCore offering
Fospha sells a Measurement Operating System (SaaS) for retail commerce brands that delivers daily, always-on Marketing Mix Modeling (MMM) with ad-level granularity across all paid channels, marketplaces (DTC, Amazon, TikTok Shop), and upper-funnel media. The platform combines attribution, incremental forecasting, brand impact measurement, and automated budget optimization into a single subscription product used by marketing and finance leaders at enterprise and mid-market retail brands.
Product overview
Fospha is a Measurement Operating System (OS) for retail commerce providing a unified platform combining daily Marketing Mix Modeling (MMM), multi-touch attribution, incremental forecasting, and automated optimization. The core product portfolio includes Core (always-on daily MMM with ad-level measurement), Beam (incremental forecasting with Bayesian saturation curves), Halo (total commerce measurement connecting DTC, Amazon, and TikTok Shop), Glow (brand impact measurement using causal modeling in Beta), and Prism (automated action layer for budget optimization). Ask Fospha AI and the Fospha MCP provide conversational AI interfaces for natural language queries via AI assistants like Claude and ChatGPT. The platform is built on an ensemble methodology combining deterministic, correlative, and causal models with daily updates, ad-level granularity, and full-funnel measurement spanning awareness to conversion. Onboarding takes under 28 days with no coding required.
Differentiator
Problem solved
Functional benefit
Brands
- Core: Always-on Daily MMM providing ad-level measurement across all channels with daily outputs.
- Halo
- Beam
- Glow
- Prism
- Fospha AI
Products and services
- Core (Always-on Daily MMM) Always-on Daily Marketing Mix Modeling product that delivers ad-level measurement across all paid channels, including DTC, Amazon, and TikTok Shop, with daily strategic insights for retail commerce brands.
- Beam (Incremental Forecasting) Incremental forecasting tool that applies Bayesian saturation curves to every channel and objective, forecasting ROAS and CAC at different investment levels and pinpointing diminishing returns.
- Halo (Total Commerce Measurement) Total commerce measurement product that unifies DTC, Amazon, and TikTok Shop to reveal cross-channel halo effects and how paid media drives marketplace sales with a single ROAS view.
- Glow (Brand Impact Measurement) Brand impact measurement product that uses causal reasoning models to measure how brand spend influences leading indicators of future performance and to justify brand budgets.
- Prism (Automated Action) Automated action layer that turns Fospha measurement into budget changes, reducing budgets for underperforming campaigns automatically based on cross-channel impact analysis.
- Fospha AI (Ask Fospha AI and MCP Server) Conversational AI interface that allows users to query marketing performance data in natural language directly inside the Fospha dashboard or via AI assistants such as Claude and ChatGPT through the MCP server.
Quantifiable outcome
- 30% higher ROAS than market benchmark for brands using Fospha's Measurement OS
- +4 more outcomes
Companies that use Fospha
Customer profileNamed customers33 records
Segments4 records
Ideal customer profiles2 records
Fospha technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration17 records
AI capability7 records
Feature8 records
Fospha partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- AI Agent Ecosystem (via MCP)coreFospha launched its MCP (Model Context Protocol) Server enabling AI agents to access independent, full-funnel marketing measurement data. The integration provides real-time channel attribution, ROAS trends, saturation forecasts, and decision automation capabilities accessible by AI agents.
- Claude (Anthropic)coreFospha MCP integrates with Claude AI assistants. Claude Pro, Max, Team, and Enterprise users can connect to access Fospha measurement data through natural language queries. Commercial API tiers available with data not used for model training.
- ChatGPT (OpenAI)coreFospha MCP integrates with ChatGPT across all plans (Free, Plus, Pro, Team, Enterprise). Users can query Fospha data through ChatGPT using natural language with GPT-4o recommended for most reliable results.
- Smartly (Budget Automation)coreSmartly Budget Automation (Prism product) connects Fospha's daily MMM-led attribution directly to Smartly's Predictive Budget Allocation for automated cross-channel optimization. Fospha Prism product page details this integration.
- Agency PartnersminorFospha maintains a dedicated agency program (For Agencies) for partners who recommend or implement Fospha measurement for their retail clients. Multiple agencies referenced including Nest, Neon Growth.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Fospha competitors and assessment
Company assessmentDirect peers
- Northbeam: Direct competitor offering cross-channel attribution and MMM for e-commerce and DTC brands. Competes head-to-head on multi-touch attribution, MTA, and unified ROAS measurement for the same retail commerce buyer.
- Rockerbox: Marketing measurement and attribution platform serving enterprise and DTC brands with MTA and MMM. Competes with Fospha on unified, cross-channel marketing measurement for retail and consumer brands.
- Lifesight: AI-powered MMM and incrementality platform for marketers. Direct overlap in always-on MMM and cross-channel measurement, with comparable emphasis on daily outputs and actionable insights.
- Analytic Partners: Established analytics consultancy and SaaS provider specializing in MMM and ROI measurement. Competes with Fospha in the MMM category, particularly for larger enterprise advertisers seeking CFO-grade measurement.
- Measured: Provides incrementality measurement and MMM for retail and DTC advertisers. Direct overlap in marketing measurement OS positioning for retail commerce brands, with comparable upper-funnel measurement emphasis.
- Triple Whale: Direct competitor providing marketing attribution and MMM specifically for DTC and e-commerce brands. Closely overlapping ICP (DTC and retail commerce) and overlapping feature set (ad-level attribution, ROAS dashboards, post-iOS measurement).
Broad incumbents
- Nielsen: Legacy media measurement incumbent offering MMM and audience measurement at scale. Provides overlapping capabilities but as part of a much broader portfolio, not specialized in DTC/retail commerce measurement.
- Amazon Marketing Cloud (AMC): Amazon's walled-garden measurement solution for advertisers. Competes with Fospha's Halo product on Amazon-attributed measurement, leveraging privileged first-party Amazon data that Fospha must integrate to remain credible.
Emerging players
- Tatari: Specializes in CTV and linear TV measurement and attribution. Fospha integrates with Tatari (Connected TV Measurement), indicating complementary rather than directly overlapping offerings, but both serve performance-focused advertisers seeking cross-channel visibility.
- Smartly: AI-powered advertising automation platform with predictive budget allocation. Overlaps with Fospha's Prism product (which is explicitly integrated with Smartly), but addresses a different primary use case (ad execution vs. measurement).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Fospha social profiles
Digital presenceFospha compliance and trust
Trust signalCompliance5 records
Fospha financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fospha leadership team
Management profileNumber of profiles
Profiles6 records
Fospha funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fospha 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 Fospha
What does Fospha do?
Fospha sells a Measurement Operating System (SaaS) for retail commerce brands that delivers daily, always-on Marketing Mix Modeling (MMM) with ad-level granularity across all paid channels, marketplaces (DTC, Amazon, TikTok Shop), and upper-funnel media. The platform combines attribution, incremental forecasting, brand impact measurement, and automated budget optimization into a single subscription product used by marketing and finance leaders at enterprise and mid-market retail brands.
Is Fospha a public or private company?
Fospha is a private company. It is classified as venture growth investor backed and is currently operating.
When was Fospha founded?
Fospha was founded in 2015. It employs 101 to 250 people.
Where is Fospha based?
Fospha is headquartered in Austin, United States, in the North America region.
How does Fospha make money?
One revenue line is on record: saaS Platform Subscription.
Who are Fospha's main competitors?
Direct peers on record are Northbeam, Rockerbox, Lifesight, Analytic Partners, Measured and Triple Whale. Broad incumbents are Nielsen and Amazon Marketing Cloud (AMC). Emerging players are Tatari and Smartly.
Does Fospha have an API?
Yes. Fospha offers a public API providing programmatic access to Fospha performance data for integration into BI tools, data warehouses (Snowflake, Google BigQuery), and internal dashboards. The API enables centralizing measurement alongside GA, ad platform, and internal business data. Additionally, Fospha provides an MCP (Model Context Protocol) server that enables AI assistants (Claude, ChatGPT) to interact with Fospha marketing data through natural language conversation, providing access to performance summaries, channel breakdowns, campaign data, spend optimization insights, and attribution comparisons. Two regional MCP servers are operated: EMEA & APAC at https://mcp.uk.fospha.com/mcp, and US at https://mcp.us.fospha.com/mcp. Developer documentation is at help-center.fospha.com/help-center/fospha-mcp-setup-onboarding-guide.
What industry is Fospha in?
Fospha's product category is Marketing Measurement Software. Its primary akta.pro industry code is BPAFABAN, Media Measurement, Attribution & Mix Modeling (MMM/MTA). Its NAICS code is 541810 and its SIC code is 7331.