Phorm
Phorm is a London-based, publicly traded personalization technology company founded in 2002 that uses ISP-level data to make online advertising and content more relevant to consumers. It employs 251–500 staff and is listed on the LSE as PHRM.
- Company typePrivate
- Founded2025
- HeadquartersLondon, United Kingdom
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Phorm does
Phorm is a London-based, publicly traded personalization technology company that developed technology intended to make online content and advertising more relevant to consumers by utilizing Internet Service Provider (ISP) data. Founded in 2002 and listed on the London Stock Exchange under ticker PHRM, the company operated at the intersection of advertising technology and telecommunications infrastructure, with its core premise being that ISP-level traffic visibility could enable behaviorally targeted advertising and content personalization at scale.
The company's described approach was to leverage deep packet inspection of broadband traffic to derive behavioral signals for advertising and content personalization. This technical positioning was distinctive within ad-tech but inherently involved carrier-level data practices that historically attracted privacy-related scrutiny, materially shaping the company's market reception, regulatory environment, and partner willingness across its operating history.
Phorm is headquartered in London, United Kingdom, with a workforce of 251–500 employees. The company has raised approximately $98 million across three disclosed funding rounds between 2008 and 2015, with institutional backing from Canaccord Adams and Morgan Stanley in 2008 and from Evolution Securities and Mirabaud Securities in 2009. No revenue figures, named customers, product details beyond the personalization/ISP-data positioning, recent operational metrics, or post-2015 capital activity are disclosed in the available input, which limits deeper business model assessment.
Phorm firmographics
Firmographics- Name
- Phorm
- Legal name
- Phorm Energy
- Website
- https://phorm.com
- Company type
- Private
- Founded year
- 2025
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Phorm is a London-based, publicly traded personalization technology company founded in 2002 that uses ISP-level data to make online advertising and content more relevant to consumers. It employs 251–500 staff and is listed on the LSE as PHRM.
- Ownership category
- akta.pro rank
Phorm industry classification
Industry- Product category
- Energy Drinks
- NAICS
- Beverage Manufacturing (3121), Soft Drink Manufacturing (312111)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Energy Drinks & Energy Shots (CRADAHAJ)
- akta.pro secondary industries
- Energy Drink Production (AFAFAFAA), Energy Drink & Energy Shot Production (AFAFABAG), Energy Drinks & Functional Beverage Wholesale (AFAIAGAE)
Keywords
Where Phorm is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Phorm business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Technology or R&D, Personnel
Revenue model
- Energy Drink Sales: Phorm Energy generates revenue through direct sales of its energy drink products available in four varieties. The brand is distributed through retail channels including over 59,000 stores, with products launched in June 2025 targeting the $74.5 billion energy drink market.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Phorm product offering
Product offeringCore offering
Phorm Energy produces and sells a clean-label energy drink brand in four varieties, formulated with natural caffeine from green tea, electrolytes, and focus-supporting ingredients, with zero sugar and no artificial flavors. The 16-ounce cans are distributed across over 59,000 retail stores in the United States through Anheuser-Busch's distribution network, targeting the $74.5 billion U.S. energy drink market.
Product overview
Phorm Energy is a single energy drink product launched in June 2025 as a partnership between Anheuser-Busch, 1st Phorm, and Dana White. The brand debuted in four flavors in the $74.5 billion energy drink market and has grown to become a top-15 energy drink brand available in over 59,000 stores.
Differentiator
Problem solved
Functional benefit
Products and services
- Phorm Energy Phorm Energy is an energy drink brand. Each 16-ounce can contains natural caffeine sourced from green tea, electrolytes, and focus-supporting ingredients, with zero sugar and no artificial flavors. The product is available in four varieties, distributed across over 59,000 retail stores in the United States via the Anheuser-Busch distribution network, and is positioned for athletic, fitness, and active-lifestyle consumers.
Companies that use Phorm
Customer profileSegments1 record
Ideal customer profiles1 record
Phorm technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Phorm partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and flagship.
- Hendrick MotorsportscoreMulti-year partnership with Hendrick Motorsports through 2027, featuring primary sponsorship of the No. 24 Chevrolet team for select races and associate sponsorship across multiple Hendrick Motorsports teams. The partnership includes branding presence in the team's new 35,000-square-foot athletic center opening in 2026.
- Anheuser-BuschcorePartnership between Anheuser-Busch and 1st Phorm to launch Phorm Energy as a new entrant in the energy drink market. Anheuser-Busch provides distribution and brewing infrastructure while 1st Phorm contributes sports nutrition expertise.
- 1st PhormcorePartnership between Anheuser-Busch and 1st Phorm to launch Phorm Energy as a new entrant in the energy drink market. 1st Phorm contributes sports nutrition formulation expertise and brand credibility in the fitness and supplement space.
- Dana White (UFC President)flagshipUFC President Dana White serves as a key backer and co-creator of Phorm Energy, providing celebrity endorsement and brand visibility. The brand leverages White's profile in the combat sports and fitness communities to drive consumer awareness.
Scale indicators4 records
Recent moves4 records
Expansion highlights1 record
Phorm competitors and assessment
Company assessmentEmerging players
- GHOST Energy: Lifestyle/sports-nutrition brand that extended into energy drinks with strong flavor innovation and gym-channel credibility; comparable as a newer, fitness-rooted energy drink entrant.
- G Fuel: Gamer-and-creator-led energy and hydration brand built on influencer marketing; comparable as a sub-mass-titan energy drink that scaled rapidly via celebrity/endorser partnerships.
- BANG Energy: Former high-velocity better-for-you energy drink that grew rapidly on celebrity/influencer marketing before suffering distribution and brand setbacks — relevant cautionary comp on the celebrity-endorsed energy drink model Phorm Energy is using.
Direct peers
- C4 Energy (Nutrabolt): Sports-nutrition-rooted energy drink brand built off a pre-workout franchise; directly comparable to Phorm Energy's positioning as a fitness/sports-credible, clean-label energy drink.
- Alani Nu: Better-for-you energy drink brand famous for female-skewing marketing and influencer-driven growth, now owned by Celsius — a near-template case for the clean-label, social-marketing energy drink playbook Phorm Energy is pursuing.
- Celsius Holdings: Owner of the Celsius and Alani Nu energy drink brands; the most direct comparable as a better-for-you, zero-sugar energy drink brand scaled into U.S. mass retail via a major distribution partnership (PepsiCo).
Broad incumbents
- Red Bull: Global energy drink category founder and premium incumbent; competes with Phorm Energy in the same on-the-go energy occasion with much larger marketing budgets and event ownership.
- Reign Total Body Fuel: Monster's fitness-positioned energy drink line; comparable as a fitness-channel competitor targeting the athletic/active-lifestyle consumer segment Phorm Energy is going after.
- Rockstar Energy: Energy drink brand now owned by PepsiCo; historically positioned on motorsports and extreme-sports sponsorships — the closest peer on Phorm Energy's NASCAR-led event marketing strategy.
- Monster Beverage: Category leader alongside Red Bull; broad energy drink portfolio (Monster, Reign, Burn) plus strategic Coca-Cola distribution — comparable as the dominant U.S. energy drink platform that Phorm Energy is competing against for shelf space.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Phorm social profiles
Digital presencePhorm financial estimates
Financial estimateRevenue estimate
Valuation estimate
Phorm leadership team
Management profileNumber of profiles
Phorm funding detail
Funding detailFunding overview
Funding rounds3 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Phorm 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 Phorm
What does Phorm do?
Phorm Energy produces and sells a clean-label energy drink brand in four varieties, formulated with natural caffeine from green tea, electrolytes, and focus-supporting ingredients, with zero sugar and no artificial flavors. The 16-ounce cans are distributed across over 59,000 retail stores in the United States through Anheuser-Busch's distribution network, targeting the $74.5 billion U.S. energy drink market.
Is Phorm a public or private company?
Phorm is a private company. It is classified as corporate owned and is currently operating.
When was Phorm founded?
Phorm was founded in 2025. It employs 251 to 500 people.
Where is Phorm based?
Phorm is headquartered in London, United Kingdom, in the Europe region.
How does Phorm make money?
One revenue line is on record: energy Drink Sales.
Who are Phorm's main competitors?
Emerging players on record are GHOST Energy, G Fuel and BANG Energy. Direct peers are C4 Energy (Nutrabolt), Alani Nu and Celsius Holdings. Broad incumbents are Red Bull, Reign Total Body Fuel, Rockstar Energy and Monster Beverage.
Does Phorm have an API?
No public API is recorded for Phorm.
What industry is Phorm in?
Phorm's product category is Energy Drinks. Its primary akta.pro industry code is CRADAHAJ, Energy Drinks & Energy Shots, with a secondary code of AFAFAFAA, Energy Drink Production. Its NAICS code is 3121 and its SIC code is 2080.