Jaywing

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.

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

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

• Integrated marketing services
• Data driven marketing
• Performance marketing agency
• AI marketing automation
• Credit risk analytics

Headquarters

HQ city

Sheffield

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. Risk Consulting: Specialist risk analytics consultancy providing modelling, validation, and data science services to financial institutions.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels9 records

Core 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

Named customers16 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability3 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered notable and key account.

• SemrushnotableStrategic or Co-development Partner · 3 June 2026Semrush partnered with Jaywing at Marketing Roadshow to map out new organic search landscape and share unpublished B2B data on AI-driven search evolution.
• Shawbrookkey accountStrategic or Co-development Partner · 3 June 2024Jaywing 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.notableStrategic or Co-development Partner · 23 August 2023Jaywing 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 accountStrategic or Co-development Partner · 20 July 2023Jaywing 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 LabsnotableStrategic or Co-development Partner · 9 February 2023Niantic Labs (developers of Pokemon Go) supported the UK-first AR art trail #LookUpSheff project. Jaywing provided marketing and launch support for the AR experience.
• MegaversenotableTechnology or Integration · 9 February 2023Built the app and platform for #LookUpSheff AR art trail project.
• Universal EverythingnotableTechnology or Integration · 9 February 2023Created digital artworks for #LookUpSheff AR art trail.
• Human StudionotableTechnology or Integration · 9 February 2023Created artworks for #LookUpSheff AR art trail.
• Marketing SheffieldnotableStrategic or Co-development Partner · 9 February 2023Worked with local companies to deliver #LookUpSheff AR art trail project.

Scale indicators10 records

Recent moves7 records

Expansion highlights5 records

Direct 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

• Xx.com/jaywingsays
• LinkedInlinkedin.com/company/jaywing
• Facebookfacebook.com/jaywingsays

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries10 records

Funding overview

Funding rounds

Investors

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

M&A6 records

Investments

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

Frequently asked questions about Jaywing