What Wholegrain Digital does

Wholegrain Digital is a London-based WordPress digital agency founded in 2007 by Tom and Vineeta Greenwood (operating under the legal entity Scamper Ltd) and headquartered at Sustainable Ventures in County Hall. The firm provides enterprise WordPress website design and development, UI/UX design, front-end development, web performance optimization, and digital strategy consulting, with a distinctive specialization in digital sustainability — building low-carbon websites that the firm reports as 67% less polluting than industry average and 180% faster, scoring 90+/100 on accessibility and SEO. Underlying technology includes the open-source Granola framework for WordPress development and the proprietary Website Carbon Calculator (launched 2017, V4 in 2025), which has measured 48,500+ pages and functions as both a public-facing tool and a lead-generation engine.

The firm operates a hybrid professional-services and subscription model: most projects are sold as fixed-price engagements with deposit-based initiation and 30-day quote validity, while a recurring monthly WordPress maintenance subscription provides security scanning, uptime monitoring, image compression, and crisis resolution. Distribution is content-led and consultative, relying on thought leadership (founder-authored book "Sustainable Web Design," the Sustainable Web Manifesto, and conference speaking), organic SEO, the carbon calculator tool, and referrals from the B Corp community. Customers are concentrated in mission-driven organizations, public sector, and certified B Corporations — marquee clients include UNICEF, Oxfam, Network Rail, C40 Cities, Good Energy, Ecover, London School of Economics, and UKGBC.

The company is a certified B Corporation since 2017 (Best For The World, Governance, 2022), a member of 1% for the Planet since 2018, Clean Creatives certified since 2024, and operates with a senior leadership team (Chris Lewis, Managing Director; Georgie Monaghan, Client Success Manager) that assumed operational management in 2023 when the founders transitioned to strategic Founder roles. Headcount is reported in the 11-50 range; revenue and headcount growth specifics are not disclosed.

Name

Wholegrain Digital

Legal name

Scamper Ltd

Website

https://wholegraindigital.com

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

London-based WordPress agency offering website design, development, and digital sustainability consulting for mission-driven organizations, public sector bodies, and B Corps, anchored by proprietary carbon measurement tools.

Ownership category

akta.pro rank

Product category

Web Design and Development Services

NAICS

Computer Systems Design and Related Services (54151)

SIC

Services-Computer Programming Services (7371)

akta.pro primary industry

Carbon Neutrality/Claims Strategy & Communications (claims substantiation, greenwashing risk) (EUABAKAK)

Keywords

• WordPress development services
• Digital sustainability consulting
• Web performance optimization
• Website carbon measurement
• Sustainable web design

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Custom Website Development: Full-service design and development of WordPress websites. Projects are quoted as fixed-price engagements with defined scope. Includes UI/UX design, front-end development, WordPress CMS implementation, and web performance optimization.
2. WordPress Maintenance Services: Monthly maintenance plans providing security scanning, image compression, uptime monitoring, crisis resolution, and secondary backups. Ongoing support retainer for clients.
3. Digital Sustainability Consulting: Advisory services helping organizations measure, reduce, and offset digital carbon emissions. Includes accessibility consulting and digital strategy.
4. WordPress Speed Optimization: Performance optimization services for existing WordPress websites, applying root cause analysis to identify and resolve performance issues.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Wholegrain Digital is a London-based WordPress agency that designs, builds, and optimizes custom WordPress websites for mission-driven organizations, with a focus on sustainability, performance, and accessibility. Their core offerings include UI/UX design, front-end development, WordPress CMS implementation, digital strategy consulting, web performance optimization, and ongoing WordPress maintenance. They complement these services with digital sustainability consulting and operate the free public Website Carbon Calculator tool used to estimate per-page-view carbon emissions across thousands of websites.

Product overview

Wholegrain Digital is a London-based WordPress agency offering a comprehensive suite of digital services. Their core offering encompasses WordPress development, UI/UX design, front-end development, digital strategy consulting, and web performance optimization—all delivered with a focus on sustainability. They offer add-on services including monthly maintenance and their proprietary Granola Framework for WordPress development. Additionally, they operate the Website Carbon Calculator platform (websitecarbon.com), a free tool for estimating website carbon emissions that supports their sustainability consulting practice. The company is known for building low-carbon websites that are 67% less polluting than industry average and score 90+ on accessibility and SEO metrics.

Differentiator

Problem solved

Functional benefit

Products and services

• WordPress Development Services
• Digital Sustainability Services
• Digital Strategy Consulting
• UI/UX Design Services

Quantifiable outcome

• 67% less carbon emissions than average websites
• +3 more outcomes

Named customers14 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core and secondary.

• Clean CreativescoreStrategic or Co-development Partner · 1 January 2024Certification movement for creative agencies committed to climate action. Wholegrain became Clean Creatives certified in 2024, taking ethical screening to the next level.
• MightyBytessecondaryStrategic or Co-development Partner · 1 January 2021Partnered to co-create the Sustainable Web Design Guidelines, published as open standards for the industry.
• B Lab UKcoreStrategic or Co-development Partner · 1 January 2021Worked with B Lab UK to build the Better Business Act website, advocating for amended Section 172 of the Companies Act.
• 1% for the PlanetcoreStrategic or Co-development Partner · 12 July 2018Wholegrain Digital became a member of 1% for the Planet in 2018, pledging to give 1% of revenue to approved non-profit organisations focused on the environment. This is part of their core sustainability commitment.
• B Lab (B Corporation)coreStrategic or Co-development Partner · 12 July 2018B Lab is the non-profit organisation that serves B Corporation, the global movement of people using business as a force for good. Wholegrain became a certified B Corporation in 2017 and pays membership dues to B Lab. They also support fellow B Corp certified organisations.
• 10:10 Climate ActionsecondaryStrategic or Co-development Partner · 12 July 2018London-based charity running positive, practical projects tackling climate change at community level. Supported through monthly donations as part of 1% for the Planet membership.
• Do NationsecondaryStrategic or Co-development Partner · 12 July 2018Fellow B Corporation with an online pledging platform encouraging people to make sustainable behavior changes. Wholegrain participates in Do Nation campaigns and their team makes pledges.
• SolarAidsecondaryStrategic or Co-development Partner · 12 July 2018International charity providing solar lights in Malawi, Uganda and Zambia. Wholegrain donates through a self-imposed carbon tax, donating £30 per tonne of CO2 equivalent to the charity.
• Surfers Against Sewage (SAS)secondaryStrategic or Co-development Partner · 12 July 2018Environmental charity leading reduction of ocean plastic through beach cleans and corporate partnerships. Wholegrain contributes through SAS's 250 Club membership and team members attend beach cleans.
• Sustainable VenturescoreOthers · 1 January 2018Sustainable business incubator and co-working space in London where Wholegrain Digital is based at County Hall. Provides community of sustainable businesses.
• Business DeclaressecondaryStrategic or Co-development Partner · 1 January 2018Network of businesses committed to climate action. Wholegrain is a member, part of collaborative networks driving sustainability in business.
• Better Business NetworksecondaryStrategic or Co-development Partner · 1 January 2018Network of like-minded businesses focused on purpose-driven growth and sustainability practices.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Human Made: Enterprise WordPress agency offering custom development, platform engineering, and content tooling at scale. Closely comparable on WordPress depth and enterprise client focus.
• MightyBytes: Chicago-based digital agency focused on sustainable web design; co-created the Sustainable Web Design Guidelines with Wholegrain Digital. Operates in the same niche as Wholegrain with similar values-driven client base.
• 10up: WordPress-focused digital agency serving enterprise publishers and brands with custom builds, maintenance, and design. Similar service mix and enterprise positioning to Wholegrain.
• WebDevStudios: Long-standing WordPress design and development agency with full-service capabilities including custom themes, plugins, and strategy. Direct competitor in the WordPress agency category.
• The Good Agency: London-based creative and communications agency focused on ethical brands, charities, and purpose-driven organizations. Closely aligned with Wholegrain's mission-aligned client focus and UK presence.
• Whole Whale: Digital agency serving nonprofits and social impact organizations with website builds, analytics, and digital strategy. Highly comparable mission-driven client base and service scope to Wholegrain.
• WebFX: Full-service digital agency with significant WordPress and web development practice serving mid-market and enterprise clients. Comparable operating model with project-based and recurring revenue mix.

Broad incumbents

• B-Reel: Global creative and digital agency with offices in multiple markets. Comparable as a creative-led digital agency but operates at much larger scale across broader sectors.
• Isobar: Global digital experience agency within the dentsu network, offering strategy, design, and technology services. Operates in adjacent digital transformation territory but at significantly larger scale.
• DEPT®: Large global digital agency with thousands of employees offering end-to-end creative, technology, and data services. Competes with Wholegrain on enterprise web builds but at much greater scale and broader service scope.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/eatwholegrain
• Instagraminstagram.com/eatwholegrain

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Wholegrain Digital