Twirl
Twirl is a London-based UGC content production platform connecting brands and agencies with a vetted network of 7,000+ creators across the UK, US and Europe. It operates a pay-per-video credit system and a proprietary portal for brief management, creator matching, and content delivery.
- Company typePrivate
- Founded2022
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingDigital Commerce or Content
What Twirl does
Twirl is a London-based user-generated content (UGC) production platform, founded in 2022 and operated by Twirl Technologies Ltd. (company number 14027638, England & Wales). It connects global brands and marketing agencies with a vetted creator network of 7,000+ individuals spanning UK, US and Europe, covering niches including health, fitness, kids, pets, food, beauty, gaming, fashion, finance, travel, and consumer services. The company reports 87,334+ content assets delivered, 1,000+ brand and agency customers, 50+ enterprise clients, and 100+ agency partners. Named customers include Trainline, Thriva, Treatwell, Octopus Legacy, GRIND, Phlo Clinic, and Money Pilot, alongside agency partner 303 London.
The core technology is Twirl's proprietary cloud-based portal at portal.usetwirl.com, which handles brief creation, vetted creator matching, real-time collaboration, content review, two rounds of revisions, multi-aspect-ratio delivery (2+ ratios), and asset download. Supporting surfaces include a public-facing Creative Hub, a Chrome Extension, and a Creative Center hosted on Canva's Partnership Management Access platform for enterprise inspiration. Creator payouts are processed via Lumanu within 14 days of approval. Twirl does not use AI to generate content; all output is human-produced by vetted creators. Certified platform partnerships exist with Amazon Ads and TikTok Shop (plus Canva), and the company holds three 2025 Influence Marketing Hub recognitions (Top UGC Platforms, Top UGC Agencies, Top Influencer Marketing Platforms) and a Culture 100 workplace award.
Twirl monetizes via a pay-per-video credit system (Twirl Video Credits) with no subscription or platform fees. Pricing is transparent and all-inclusive, covering full usage rights, expert content review, two revisions, and multi-format delivery. Volume discounts are extended to 100+ agency partners, and an Underrepresented Founder Discount supports qualifying founders. The go-to-market is hybrid: direct enterprise sales via discovery calls and demos, self-serve SMB and startup access through the portal, a 100+ agency channel, and a consultant/strategist referral partner program paying 10% commission for six months. Tiered solutions exist for startups/SMBs, mid-market brands, agencies, and enterprise clients, and the company is led by co-founder and CEO Lara Stallbaum.
Twirl firmographics
Firmographics- Name
- Twirl
- Legal name
- Twirl Technologies Ltd.
- Website
- https://usetwirl.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Twirl is a London-based UGC content production platform connecting brands and agencies with a vetted network of 7,000+ creators across the UK, US and Europe. It operates a pay-per-video credit system and a proprietary portal for brief management, creator matching, and content delivery.
- Ownership category
- akta.pro rank
Twirl industry classification
Industry- Product category
- User-Generated Content Marketplace Platform
- NAICS
- Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- User-Generated Content (UGC) & Short-Form Video Platforms (BPAMAJAH)
Keywords
Where Twirl is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Twirl business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Video Credit Purchases (Per-Transaction): Brands purchase Twirl Video Credits through the platform to pay for content creation. Pricing is pay-per-video with no subscription or platform fees required. Volume discounts are available for agencies and larger orders through Twirl Video Credit bundles.
- Agency Partner Pricing: Agencies receive preferential 'agency partner pricing' through volume discounts when purchasing video credits for multiple client campaigns.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Pay-per-video with no ongoing subscription required |
| Unit Pricing | Pay-as-you-go | Agency Partner Pricing with volume discounts |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
Twirl product offering
Product offeringCore offering
Twirl operates a UGC (user-generated content) marketplace that connects brands and agencies with a vetted global network of 7,000+ content creators to produce authentic video and image content for paid social, websites, and email. The company runs a proprietary cloud-based portal (portal.usetwirl.com) that handles brief creation, creator matching, real-time collaboration, content review, revisions, and multi-format asset delivery, complemented by a managed-service layer offering expert reviews, strategy sessions, and compliance support. Pricing operates on a pay-per-video basis through Twirl Video Credits, with volume discounts for agency partners.
Product overview
Twirl is a UGC (user-generated content) production platform and managed service that connects global brands and agencies with a vetted network of 7,000+ content creators to produce authentic video and image content for ads, websites, email, and social channels. The core offering combines Twirl's proprietary creator portal and dashboard — which handles brief creation, creator matching, real-time collaboration, content review, revisions, and asset delivery — with a full-service managed layer including expert support, strategy sessions, and compliance review. The product suite spans solutions for brands (via the portal), agencies (with volume pricing and multi-client management), startups and SMBs (pay-as-you-go with flexible plans), and enterprise clients (bespoke matching and scalable production). Supplementary tools include the Creative Hub and Canva Creative Center for brand-specific inspiration, a Chrome Extension, and free creative strategy sessions. Content pricing operates on a Twirl Video Credit system with bulk discounts, and payouts to creators run through Lumanu. Twirl also maintains a partner program for referral commissions and an Underrepresented Founder Discount. The platform does not use AI to generate content — all UGC is human-produced by vetted creators.
Differentiator
Problem solved
Functional benefit
Products and services
- UGC Video & Image Content Production
- Twirl Portal / Dashboard
- UGC Enterprise Solution
- UGC Agency Solution
- UGC Startup & SMB Solution
- Creative Hub & Chrome Extension
Quantifiable outcome
- 50%+ increase in Meta social ad conversions for brand campaigns
- +3 more outcomes
Companies that use Twirl
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles4 records
Twirl technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability2 records
Feature4 records
Twirl partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Amazon Adscore
- TikTok Shopcore
- Marketing & Advertising Agencies (100+ globally)core
- Creative Strategists, Freelance Marketers & Fractional CMOsminor
Scale indicators11 records
Recent moves6 records
Expansion highlights5 records
Twirl competitors and assessment
Company assessmentBroad incumbents
- Later: Later is a social media marketing platform that has added UGC and influencer tools to its scheduling and analytics suite, competing with Twirl for SMB and mid-market brand budgets from a broader social workflow position.
- Emplifi (formerly Pixlee TurnTo): Emplifi is an enterprise UGC and customer marketing platform combining reviews, UGC rights, and influencer tools, competing with Twirl at the enterprise tier with a broader commerce-marketing portfolio.
- Aspire (formerly AspireIQ): Aspire is an established creator and influencer marketing platform used by mid-market and enterprise brands, competing with Twirl on the agency and enterprise content supply side.
- CreatorIQ: CreatorIQ is an enterprise creator marketing platform with workflow, analytics, and commerce integrations, competing with Twirl's enterprise tier with a much larger customer base and feature breadth.
- Traackr: Traackr is an influencer marketing platform with creator discovery, campaign management, and measurement capabilities, competing with Twirl in the agency and enterprise segment with a more analytics-led offering.
- GRIN: GRIN is a creator marketing platform focused on ecommerce and DTC brands, offering creator relationship management and UGC workflows that overlap with Twirl's brand and agency use cases.
Direct peers
- Billo: Billo is a UGC video platform that connects brands with creators to produce short-form ads, directly competing with Twirl's core managed-creator marketplace and per-video pricing model.
- Insense: Insense is a UGC and influencer marketing platform offering creator sourcing, brief management, and content approvals for brands and agencies — closely overlapping Twirl's portal and workflow capabilities.
- Trend.io: Trend is a UGC ad creation marketplace connecting brands with vetted creators for paid social video, competing head-to-head with Twirl on creator quality, turnaround time, and per-asset pricing.
- Dash Hudson: Dash Hudson provides UGC discovery, content rights management, and creator collaboration tools for consumer brands, overlapping Twirl's enterprise UGC workflow and creator rights features.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Twirl social profiles
Digital presenceTwirl financial estimates
Financial estimateRevenue estimate
Valuation estimate
Twirl leadership team
Management profileNumber of profiles
Profiles1 record
Twirl funding detail
Funding detailFunding overview
Funding rounds2 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Twirl 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 Twirl
What does Twirl do?
Twirl operates a UGC (user-generated content) marketplace that connects brands and agencies with a vetted global network of 7,000+ content creators to produce authentic video and image content for paid social, websites, and email. The company runs a proprietary cloud-based portal (portal.usetwirl.com) that handles brief creation, creator matching, real-time collaboration, content review, revisions, and multi-format asset delivery, complemented by a managed-service layer offering expert reviews, strategy sessions, and compliance support. Pricing operates on a pay-per-video basis through Twirl Video Credits, with volume discounts for agency partners.
Is Twirl a public or private company?
Twirl is a private company. It is classified as venture growth investor backed and is currently operating.
When was Twirl founded?
Twirl was founded in 2022. It employs 11 to 50 people.
Where is Twirl based?
Twirl is headquartered in London, United Kingdom, in the Europe region.
How does Twirl make money?
Two revenue lines are on record. Video Credit Purchases (Per-Transaction) is the primary driver. The others are agency Partner Pricing.
Who are Twirl's main competitors?
Broad incumbents on record are Later, Emplifi (formerly Pixlee TurnTo), Aspire (formerly AspireIQ), CreatorIQ, Traackr and GRIN. Direct peers are Billo, Insense, Trend.io and Dash Hudson.
Does Twirl have an API?
No public API is recorded for Twirl.
What industry is Twirl in?
Twirl's product category is User-Generated Content Marketplace Platform. Its primary akta.pro industry code is BPAMAJAH, User-Generated Content (UGC) & Short-Form Video Platforms. Its NAICS code is 516210 and its SIC code is 7311.