Starcount
Starcount is a London-based B2B behavioural data company that combines social media, open banking and demographic signals through a proprietary algorithm to reveal UK consumer motivations and purchase intent for enterprise brands and media agencies.
- Company typePrivate
- Founded2010
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Starcount does
Starcount is a London-based B2B behavioural data and insights company operating as a trading name of Rhomu Limited, a UK private limited company registered at 120 New Cavendish Street. The company combines online interest behaviours (social media), open banking transaction data and demographic data through a proprietary algorithm to reveal consumer motivations and purchase intent, mapped to full UK postcodes for ID-less, privacy-first targeting. Its core platform is Starcount Connect, complemented by the Campaign Effectiveness Solution (geo-lift measurement), Spend Mapper (co-built with open banking app Snoop over 250,000+ customers and three years of transactions), CRM enrichment, cause-led segmentation for charities, EV customer analysis for automotive, lookalike audiences and a USA consumer database launched in September 2024.
Starcount's customers are predominantly enterprise brands across Automotive, Retail, Financial Services, Charities, Entertainment (e.g., Tenpin), Esports, Hospitality and Luxury/Fashion (e.g., Jack Wills, a luxury jewellery brand, a leading luxury department store), alongside media agencies. The company generates revenue through subscription data licensing, Connect platform access, campaign measurement services and custom professional services projects, with pricing undisclosed and tailored per client. Go-to-market combines direct enterprise sales, agency partnerships (notably the7stars, the UK's largest independent agency) and technology integrations (Eyeota for programmatic activation in DV360, The Trade Desk, AppNexus and Lotame; Infosum for clean rooms; SQREEM for AI-driven digital intent).
The company was co-founded by Rowena Humby (CEO) and Michael Reed (Co-founder and CTO), drawing heritage from dunnhumby founders Clive Humby OBE and Edwina Dunn OBE, pioneers of loyalty data science. Starcount has accumulated approximately $12.3M in disclosed funding, primarily from Praetura Ventures between 2012 and 2017, with no new funding rounds publicly disclosed since then despite continued product launches, geographic expansion and team growth through 2026.
Starcount firmographics
Firmographics- Name
- Starcount
- Legal name
- Rhomu Limited
- Website
- https://starcount.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Starcount is a London-based B2B behavioural data company that combines social media, open banking and demographic signals through a proprietary algorithm to reveal UK consumer motivations and purchase intent for enterprise brands and media agencies.
- Ownership category
- akta.pro rank
Starcount industry classification
Industry- Product category
- Marketing data and audience intelligence platform
- NAICS
- Marketing Research and Public Opinion Polling (541910)
- SIC
- Services-Consumer Credit Reporting, Collection Agencies (7320)
- akta.pro primary industry
- Survey/Panel-Based Lead Capture & Co-Registration Services (BPAFAKAN)
Keywords
Where Starcount is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Starcount business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Data Licensing: Starcount licenses their proprietary audience data to brands, agencies, and media owners for targeting, insight, and activation purposes. The data reveals what customers truly love and care about, enabling emotional connection marketing.
- Platform Access (Connect): The Connect platform provides self-service access to audience insight, planning and activation capabilities. Clients can create custom audiences, discover insights, and activate across channels.
- Campaign Effectiveness Measurement: Geo-lift testing and campaign measurement services using open banking data. Provides quantified understanding of marketing impact with competitive benchmarking and ROI analysis.
- Professional Services: Custom insight projects, segmentation services, and consultancy work for clients including enriched CRM analysis, customer journey mapping, and acquisition strategy development.
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
Starcount product offering
Product offeringCore offering
Starcount provides a B2B audience intelligence and campaign measurement platform that combines social media behavioral data, open banking transaction data, and demographic data through a proprietary algorithm to reveal consumer motivations and purchase intent. Its core offerings are the Connect platform (privacy-first audience insight, planning, and activation), the Campaign Effectiveness Solution (geo-lift testing using open banking data without PII), and the Spend Mapper platform (jointly built with Snoop) for spend habit analysis, all packaged as subscription-based data licensing, platform access, and bespoke professional services to brands and media agencies.
Product overview
Starcount is a data and insight consultancy that has evolved from its dunnhumby heritage (founded by dunnhumby pioneers Clive Humby OBE and Edwina Dunn OBE) to offer a comprehensive customer intelligence platform. The core offering centers on the Starcount Data Platform, which combines social media behavioral data, open banking transaction data, and demographic data through an innovative proprietary algorithm to reveal consumer motivations and purchase intent. The platform is complemented by the Connect Platform for audience planning, the Campaign Effectiveness Solution for geo-lift measurement, and the Spend Mapper (via Snoop partnership) for spend analytics. Additional modules include CRM Enrichment, Cause-led Segmentation, Geo Audience Dataset for postcode-level activation, and Lookalike Audiences for acquisition. The company operates across automotive, retail, financial services, charities, entertainment, and hospitality verticals, serving both brands and media agencies.
Differentiator
Problem solved
Functional benefit
Products and services
- Starcount Connect Platform A privacy-first audience insight, planning, and activation platform that combines online interest behaviours, banking spend transactions, and demographics to reveal consumer motivations and purchase intent for brands and media agencies.
- Campaign Effectiveness Solution (Geo-lift Testing) A geo-lift measurement solution using open banking data to quantify marketing impact without requiring PII, comparing exposed vs control geographic groups and reporting on spend, basket size, frequency, and competitive benchmarking for agencies and brands.
- Spend Mapper An insight and measurement platform launched with Snoop that analyses the actual spending habits of 250,000+ customers across brands and competitors, providing 3 years of transaction data for both online and offline spending.
- Professional Services (Custom Insight Projects) Bespoke insight, segmentation, consultancy, and enriched CRM/journey mapping projects delivered to brand and agency clients as professional services.
Quantifiable outcome
- 5-12x increase in revenue for brands embedding customer motivational understanding in strategy
- +6 more outcomes
Companies that use Starcount
Customer profileNamed customers12 records
Segments7 records
Ideal customer profiles2 records
Starcount technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability6 records
Feature4 records
Starcount partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- SQREEMcoreStrategic partnership between Starcount (UK) and SQREEM (Singapore) to connect digital intent with real-world consumer purchases. The collaboration enhances targeted advertising by integrating AI and consumer behaviour data to improve marketing efficiency through better understanding of consumer motivations.
- the7starscoreThe UK's largest independent agency partnered with Starcount to champion privacy-first behavioural targeting. Partnership focuses on enabling agencies to deliver more effective, privacy-compliant advertising campaigns.
- SnoopcorePartnership with money-monitoring app Snoop, one of the fastest growing open banking solutions in the UK. Together launched Spend Mapper platform that analyses actual spending habits of 250,000+ customers across brands and competitors.
- EyeotacorePartnership expands Starcount's ability to activate audiences in major digital publisher environments including DV360, The Trade Desk, AppNexus, and Lotame. Eyeota translates Starcount's postcode data into addressable segments for advertisers.
- DataHawksminorPartnership to turn data into sales for the hospitality industry. DataHawks has over 50 years of combined hospitality expertise, helping turn strategy into action.
- CLV GroupminorPartnership to accelerate pathways to achieve Customer Lifetime Value through collaborative customer insight and retention strategies.
Scale indicators13 records
Recent moves7 records
Expansion highlights6 records
Starcount competitors and assessment
Company assessmentDirect peers
- dunnhumby: Customer data science and loyalty analytics pioneer. Starcount's heritage traces directly to dunnhumby (founded by Clive Humby and Edwina Dunn), and the company applies similar customer understanding science across multiple verticals. It is the most directly comparable peer in terms of methodology, vertical focus (retail, FMCG), and mission to reveal customer motivations.
- Claritas: US-based audience targeting and consumer segmentation company with proprietary demographic and behavioural audience solutions. Claritas competes directly in the consumer segmentation and ID-less targeting category Starcount serves, with overlapping use cases in CRM enrichment and lookalike audience expansion.
Broad incumbents
- Nielsen: Global leader in audience measurement, consumer insights, and media analytics. Nielsen operates at much larger scale but competes in the same consumer intelligence category that Starcount targets with its media agency and brand clients.
- Kantar: One of the world's largest marketing data and analytics companies, with established consumer panel, brand tracking, and audience measurement products. Kantar serves the same brand and agency buyer segments as Starcount but at far greater scale and geographic reach.
- Experian: Global data and analytics company with consumer credit, marketing, and audience targeting capabilities. Experian's marketing services division competes with Starcount in audience segmentation, customer understanding, and identity resolution, with significantly greater scale and a wider data asset base.
- LiveRamp: Data connectivity platform enabling people-based marketing and identity resolution. LiveRamp competes in the same privacy-first, cookieless audience activation space and offers overlapping capabilities for brands and agencies activating audiences across channels.
- GfK: Global market research organization with consumer panel, audience insights, and consumer behavior analytics. GfK's consumer intelligence and panel-based methodology parallels Starcount's panel/data-driven approach to revealing customer motivations, with broader geographic and vertical reach.
- Acxiom: Customer data platform and marketing services company providing audience targeting, identity resolution, and data-driven marketing. Acxiom's data and audience services compete with Starcount's audience insights and activation capabilities, with deeper historical data assets.
Emerging players
- Talon One: Loyalty and promotion engine that uses customer data to drive personalised incentives, similar to Starcount's loyalty personalisation outcomes (e.g., £2.7m incremental spend case study). Comparable in enabling brands to use customer insight to drive measurable revenue impact, though focused on execution rather than data and insight.
Regional players
- TQaudits: UK-based marketing effectiveness and campaign measurement provider. While more focused on media auditing and brand tracking, TQaudits overlaps with Starcount's Campaign Effectiveness Solution in helping UK brands and agencies measure marketing impact.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Starcount social profiles
Digital presenceStarcount compliance and trust
Trust signalCompliance2 records
Starcount financial estimates
Financial estimateRevenue estimate
Valuation estimate
Starcount leadership team
Management profileNumber of profiles
Profiles3 records
Starcount funding detail
Funding detailFunding overview
Funding rounds6 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Starcount 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 Starcount
What does Starcount do?
Starcount provides a B2B audience intelligence and campaign measurement platform that combines social media behavioral data, open banking transaction data, and demographic data through a proprietary algorithm to reveal consumer motivations and purchase intent. Its core offerings are the Connect platform (privacy-first audience insight, planning, and activation), the Campaign Effectiveness Solution (geo-lift testing using open banking data without PII), and the Spend Mapper platform (jointly built with Snoop) for spend habit analysis, all packaged as subscription-based data licensing, platform access, and bespoke professional services to brands and media agencies.
Is Starcount a public or private company?
Starcount is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Starcount founded?
Starcount was founded in 2010. It employs 11 to 50 people.
Where is Starcount based?
Starcount is headquartered in London, United Kingdom, in the Europe region.
How does Starcount make money?
Four revenue lines are on record. Data Licensing is the primary driver. The others are platform Access (Connect), campaign Effectiveness Measurement and professional Services.
Who are Starcount's main competitors?
Direct peers on record are dunnhumby and Claritas. Broad incumbents are Nielsen, Kantar, Experian, LiveRamp, GfK and Acxiom. Talon One is listed as an emerging player. TQaudits is listed as a regional player.
Does Starcount have an API?
No public API is recorded for Starcount.
What industry is Starcount in?
Starcount's product category is Marketing data and audience intelligence platform. Its primary akta.pro industry code is BPAFAKAN, Survey/Panel-Based Lead Capture & Co-Registration Services. Its NAICS code is 541910 and its SIC code is 7320.