What pureprofile does

Pureprofile is an ASX-listed data and insights company, founded in 2000 and headquartered in Surry Hills, Australia, that operates a dual-sided market research platform. On the consumer side, the company runs an online survey community (pureprofile.com) with millions of registered members across Australia, New Zealand, the United Kingdom, and the United States, who earn cash, gift cards, and PayPal rewards for completing surveys, playing games, and referring friends; the platform is available via web and iOS/Android applications. On the business side, Pureprofile provides an enterprise research platform (business.pureprofile.com) that gives brands, market research firms, universities, and media outlets access to its panel for survey deployment, audience targeting, and consumer insights, with quote-based subscription pricing.

The company's underlying technology comprises an online survey platform with panel-based data collection, proprietary AI tooling, and a synthetic data generation capability introduced in July 2025 through the Message Testing product, which uses synthetic respondents derived from real panel responses to evaluate marketing message effectiveness across audience segments. Pureprofile holds ISO 20252 (market research) and ISO 27001 (information security) accreditations, complies with GDPR, ESOMAR codes, and Australian Privacy Principles, and is a member of the Insights Association. In July 2024, Pureprofile acquired i-Link Research Solutions for AUD 1.25 million, absorbing a 17-person team across the Philippines, India, and Malaysia, proprietary data collection software, and over 50 client relationships.

Revenue is generated through business research services (subscription/enterprise contracts for panel access and insights), transaction fees on survey participation (matched by consumer rewards), data and insights products (de-identified aggregated data), and retargeting advertising on third-party sites. The go-to-market combines a product-led consumer acquisition motion (referrals, prize draws, gamification) with a sales-led enterprise motion targeting brands, research firms, universities, and media partners. Operating headcount is 51-100, with operational presence across nine countries.

Name

pureprofile

Legal name

Pureprofile Australia Pty Limited

Website

https://pureprofile.com

Company type

Public

Founded year

2000

Operating status

Operating

Headcount range

51–100 employees

Short description

Pureprofile is an ASX-listed data and insights company that operates a dual-sided market research platform: a consumer survey rewards community with millions of members across Australia, New Zealand, the UK, and the US, and an enterprise platform providing brands, research firms, universities, and media outlets with panel access, AI-powered message testing, and synthetic data generation capabilities.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Business Research Services: Pureprofile provides market research services to businesses, brands, universities, and researchers through its business platform. Companies pay for access to the panel of respondents, survey creation tools, and insights/reporting.
2. Survey Participation Rewards: Consumers earn rewards for participating in surveys, with Pureprofile managing the panel and matching respondents to relevant surveys on behalf of business clients.
3. Data and Insights Products: De-identified insights and aggregated data products are sold to businesses for market research and decision-making purposes.
4. Retargeting Advertising: Pureprofile uses collected information to serve targeted advertising on third-party sites, generating advertising revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Pureprofile operates a dual-sided market research platform connecting a global panel of millions of consumer members with brands, agencies, universities, and researchers. The consumer platform rewards members with cash, gift cards, and PayPal for completing surveys, games, and referrals, while the business platform provides paid access to consumer panels, survey deployment tools, aggregated de-identified insights, and AI-powered message testing using synthetic respondents.

Product overview

Pureprofile operates a dual-sided market research platform comprising a consumer-facing survey rewards application and a business-facing insights platform. The consumer platform enables millions of members to earn rewards through surveys, games, and referral programs, with redemption options including cash, gift cards, and online payments. The business platform provides enterprises access to targeted consumer panels, survey deployment tools, and analytics capabilities. The i-Link Research Solutions acquisition (completed July 2024) expanded Pureprofile's panel assets, proprietary data collection technology, and client relationships across multiple countries. The recent Message Testing AI tool represents an expansion into synthetic data generation for marketing research.

Differentiator

Problem solved

Functional benefit

Products and services

• Pureprofile Consumer Platform A consumer-facing survey rewards platform where members register, complete profile surveys, and earn rewards by participating in online surveys, playing games, referring friends, and engaging with promotional activities. Redemption options include cash, gift cards (Amazon, Bunnings, Coles, Apple), and PayPal.
• Pureprofile Business Platform Enterprise data and insights platform enabling businesses, brands, agencies, and researchers to deploy surveys, access targeted consumer panels, and obtain aggregated de-identified market research analytics across multiple geographies.
• Message Testing AI-powered research tool that generates synthetic respondents from real panel data to test marketing message effectiveness across audience segments, providing interest scores and text-based experiments as immediate feedback.
• i-Link Research Solutions Online field and data collection services company acquired by Pureprofile, providing proprietary data collection software, multi-country panel assets, and client relationships in the Philippines, India, and Malaysia.

Quantifiable outcome

• Millions of registrations and millions of survey questions answered
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability3 records

Feature4 records

Partnerships

One partnership is on record.

• i-Link Research SolutionscoreStrategic or Co-development Partner · 1 July 2024Pureprofile acquired i-Link Research Solutions for $1.25 million. The acquisition included a 17-member team across multiple countries, technology platforms, panel assets, and relationships with over 50 clients. This strategic acquisition expanded Pureprofile's market share in Australia and enhanced its data assets and panel diversity.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• YouGov: International research data and analytics company built around a large opted-in consumer panel, offering syndicated and custom research — a comparable panel-led business model to Pureprofile.
• Dynata: One of the largest first-party data and insights platforms, operating a global consumer panel and offering survey-based research services to enterprises — directly overlapping with Pureprofile's core research offering.
• Prolific: Online participant pool focused on academic and commercial research, with a participant-rewards model closely analogous to Pureprofile's consumer panel and a similar self-serve researcher platform.
• Cint: Global marketplace for digital research buyers and panel suppliers; competes head-to-head with Pureprofile in monetising panel access via exchange-based connections to research demand.
• Toluna: Global online survey panel and consumer insights platform operating a dual-sided marketplace similar to Pureprofile, with millions of panelists across many markets and self-serve research tools for brands.

Broad incumbents

• SurveyMonkey: Established online survey and insights platform with a large respondent marketplace; overlaps with Pureprofile in self-serve survey deployment and panel-based data collection for SMBs and enterprises.
• NielsenIQ: Global consumer intelligence company with large panels and consumer-measurement products, competing with Pureprofile for brand and retailer research budgets.
• Ipsos: Global market research incumbent that operates large online panels and a wide portfolio of research services; overlaps with Pureprofile primarily in online panel-based research for enterprise clients.
• Kantar: World-leading market research and insights firm with extensive proprietary panel assets and analytics offerings; competes with Pureprofile for enterprise research spend across multiple categories.

Emerging players

• Attest: Consumer research platform offering self-serve brand and consumer research backed by a managed panel; an emerging, digitally native player overlapping with Pureprofile's self-serve business research offering.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/pureprofile
• LinkedInlinkedin.com/company/pureprofile
• Instagraminstagram.com/pureprofile
• Xx.com/pureprofile

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A3 records

Investments

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

Frequently asked questions about pureprofile