Jaywing
Jaywing is a UK-based integrated data-driven marketing agency serving enterprise and mid-market clients across banking, FMCG, retail, and media, combining full-service marketing with proprietary AI tools including Decision for PPC automation and Archetype for predictive customer modelling.
- Company typePrivate
- Founded1999
- HeadquartersSheffield, United Kingdom
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Jaywing does
Jaywing is a UK-headquartered integrated marketing agency with a data science heritage, founded in 1999 as a specialist data business and operating across the UK and Australia. The company serves enterprise and mid-market clients in banking, financial services, FMCG, retail, automotive, and media through a full-service offering that combines data-driven creative, performance marketing, media planning and buying, PR, and specialist risk analytics consulting. Named clients include first direct, Castrol, Doritos, Shawbrook, Skipton Building Society, ITV, ADT, Yorkshire Tea, Euro Car Parts, and IronmongeryDirect.
The underlying technology platform centres on a suite of proprietary AI tools. Decision is a self-learning, automated PPC advertising management system that integrates with Google Ads and client CRMs (including Salesforce) to optimise bidding in near real-time; Jaywing acquired full IP ownership of Decision via the August 2022 acquisition of Midisi Limited. Archetype is a no-code deep learning suite for predicting customer behaviour; Comprehend and Marketing Impact Score are additional AI-based marketing effectiveness tools. The Risk Consulting division operates Echelon (commercial scoring) and Horizon (IFRS 9 modelling software) for financial institution clients.
Jaywing's revenue model blends three streams: B2B integrated marketing agency services on a quote-based, multi-year contract basis; software licensing revenues from Decision AI; and risk consulting professional services. The company was previously listed on AIM (ticker JWNG) but delisted on 13 February 2025, with UK operations subsequently transferred to Stubben Edge Group Limited (May 2025) and Australian operations divested to Merchantwise Group (August 2025). Headcount declined from 245 in September 2023 to approximately 80 in 2025, reflecting these structural changes.
Jaywing firmographics
Firmographics- Name
- Jaywing
- Legal name
- Jaywing UK Limited
- Website
- https://jaywing.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Jaywing is a UK-based integrated data-driven marketing agency serving enterprise and mid-market clients across banking, FMCG, retail, and media, combining full-service marketing with proprietary AI tools including Decision for PPC automation and Archetype for predictive customer modelling.
- Ownership category
- akta.pro rank
Jaywing industry classification
Industry- Product category
- Integrated Marketing Services
- NAICS
- Custom Computer Programming Services (541511), Software Publishers (5132)
- SIC
- Services-Engineering, Accounting, Research, Management (8700), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- Search Engine Marketing (SEM) / Paid Search (PPC) Management (MPAAACAB)
- akta.pro secondary industries
- Search Engine Marketing (SEM) / Paid Search (PPC) (BPAFACAA), BNPL Underwriting, Credit Decisioning & Risk Analytics (FSAKACAF)
Keywords
Where Jaywing is headquartered
LocationHeadquarters
- HQ city
- Sheffield
- HQ country
- United Kingdom
- HQ region
- Europe
Offices5 records
Markets served
Jaywing business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure
Revenue model
- Integrated Marketing Services: Full-service integrated marketing agency providing data-driven creative, performance marketing, media planning and buying services to enterprise and mid-market clients.
- Decision AI Software Licensing: AI-powered PPC automation tool licensed to clients. Following acquisition of Midisi Limited in August 2022, Jaywing owns full IP. Generates recurring licensing revenues.
- Risk Consulting: Specialist risk analytics consultancy providing modelling, validation, and data science services to financial institutions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | B2B agency services with custom pricing |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels9 records
Jaywing product offering
Product offeringCore offering
Jaywing is an integrated data, creative and performance marketing agency offering end-to-end marketing services including creative production, media planning and buying, paid and organic search, data science, and PR. The company also licenses proprietary AI software (Decision) for automated PPC advertising management and provides specialist credit risk and fraud analytics consulting through its Risk & Fraud division (Alphanumeric Ltd).
Product overview
Jaywing is an integrated data, creative, and performance marketing agency powered by data science. The company operates a platform-plus-tools architecture comprising proprietary AI products and service offerings. Key AI tools include Decision (automated PPC advertising management), Archetype (no-code deep learning for customer prediction), Comprehend, and Marketing Impact Score. The Risk Consulting division offers Echelon (commercial scoring) and Horizon (IFRS 9 modelling software). Services span integrated marketing, data science, creative, PR, and specialist risk analytics consulting across UK and Australia markets.
Differentiator
Problem solved
Functional benefit
Products and services
- Decision AI Software
- Jaywing Integrated Marketing Agency Services
- Jaywing Risk & Fraud (Alphanumeric Ltd)
Quantifiable outcome
- 200% increase in applications for Shawbrook
- +6 more outcomes
Companies that use Jaywing
Customer profileNamed customers16 records
Segments4 records
Ideal customer profiles2 records
Jaywing technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability3 records
Feature4 records
Jaywing partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered notable and key account.
- SemrushnotableSemrush partnered with Jaywing at Marketing Roadshow to map out new organic search landscape and share unpublished B2B data on AI-driven search evolution.
- Shawbrookkey accountJaywing partnered with Shawbrook Bank on integrated paid and organic search strategy, delivering 200% increase in applications, 69% reduction in CPA, and 120% increase in conversion rate.
- END.notableJaywing partnered with END. (fashion and design destination) to produce video content for the END. x Salomon sneaker collaboration launch. Jaywing created a 60-second hero film and digital banners featuring chef Laurent Dagenais in a wilderness truffle foraging journey showcasing the XT-6 Truffle sneaker.
- Bettyskey accountJaywing selected as preferred agency for performance marketing services to drive Bettys' ecommerce growth and enhanced retail footfall across tearoom locations. Rigorous competitive pitch process resulted in Jaywing selection.
- Niantic LabsnotableNiantic Labs (developers of Pokemon Go) supported the UK-first AR art trail #LookUpSheff project. Jaywing provided marketing and launch support for the AR experience.
- MegaversenotableBuilt the app and platform for #LookUpSheff AR art trail project.
- Universal EverythingnotableCreated digital artworks for #LookUpSheff AR art trail.
- Human StudionotableCreated artworks for #LookUpSheff AR art trail.
- Marketing SheffieldnotableWorked with local companies to deliver #LookUpSheff AR art trail project.
Scale indicators10 records
Recent moves7 records
Expansion highlights5 records
Jaywing competitors and assessment
Company assessmentDirect peers
- Hallam: Multi-award-winning UK integrated digital marketing agency offering SEO, paid media, content, and data services — a comparable mid-sized UK integrated agency to Jaywing.
- Croud: UK-headquartered digital marketing agency built around proprietary technology (Croud Control) and a global network of on-demand marketers, comparable to Jaywing's model of combining integrated marketing services with owned martech IP.
- Brainlabs: Data-led, AI-driven digital media agency headquartered in the UK, specializing in paid search, programmatic, and analytics — closely comparable to Jaywing's Decision AI / performance marketing proposition.
- Stickyeyes: UK-based search marketing and content agency with strong SEO and data capabilities — comparable to Jaywing's SEO/paid search service lines and award-winning campaign work.
- Tug (Dept): Performance-focused digital marketing agency (now part of Dept) specializing in paid media, analytics, and AI-driven optimization — comparable to Jaywing's Decision AI and paid search capabilities.
Broad incumbents
- Publicis Groupe: Global marketing services group (Publicis Sapient, Digitas, Starcom) with deep data, AI, and performance marketing capabilities competing for the same enterprise clients Jaywing serves.
- Dept: Global digital agency combining creative, technology, and data with proprietary martech, comparable to Jaywing's integrated marketing plus owned-IP model.
- WPP: Global advertising holding company whose agencies (Mindshare, GroupM, Wunderman Thompson, etc.) overlap with Jaywing's integrated marketing, data, and AI-driven media services across the same enterprise client segments.
- Jellyfish: Global digital marketing agency (part of Brandtech Group) covering paid media, creative, and analytics — comparable in scale and integrated marketing services mix to Jaywing's UK operations.
- Merkle (Dentsu): Global performance marketing and customer experience agency within Dentsu, combining data, analytics, and martech — overlaps with Jaywing's data-driven performance marketing and CRM integration work.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Jaywing social profiles
Digital presenceJaywing compliance and trust
Trust signalCompliance1 record
Jaywing financial estimates
Financial estimateRevenue estimate
Valuation estimate
Jaywing leadership team
Management profileNumber of profiles
Profiles12 records
Jaywing subsidiaries and ownership
Company hierarchySubsidiaries10 records
Jaywing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Jaywing M&A and investment
M&A and investmentM&A6 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Jaywing
What does Jaywing do?
Jaywing is an integrated data, creative and performance marketing agency offering end-to-end marketing services including creative production, media planning and buying, paid and organic search, data science, and PR. The company also licenses proprietary AI software (Decision) for automated PPC advertising management and provides specialist credit risk and fraud analytics consulting through its Risk & Fraud division (Alphanumeric Ltd).
Is Jaywing a public or private company?
Jaywing is a private company. It is classified as corporate owned and is currently operating.
When was Jaywing founded?
Jaywing was founded in 1999. It employs 251 to 500 people.
Where is Jaywing based?
Jaywing is headquartered in Sheffield, United Kingdom, in the Europe region.
How does Jaywing make money?
Three revenue lines are on record. Integrated Marketing Services are the primary driver. The others are decision AI Software Licensing and risk Consulting.
Who are Jaywing's main competitors?
Direct peers on record are Hallam, Croud, Brainlabs, Stickyeyes and Tug (Dept). Broad incumbents are Publicis Groupe, Dept, WPP, Jellyfish and Merkle (Dentsu).
Does Jaywing have an API?
No public API is recorded for Jaywing.
What industry is Jaywing in?
Jaywing's product category is Integrated Marketing Services. Its primary akta.pro industry code is MPAAACAB, Search Engine Marketing (SEM) / Paid Search (PPC) Management, with a secondary code of BPAFACAA, Search Engine Marketing (SEM) / Paid Search (PPC). Its NAICS code is 541511 and its SIC code is 8700.