The Moot Group

About The Moot Group

The Moot Group, operating as ASCEND AI, provides an AI-driven data analytics and business intelligence platform designed to enhance eCommerce growth. The company, founded by Nick Moutter, started in 2018 and initially launched the homeware brand Olivia's, which led to the development of its core technology platform. Moutter, a former professional footballer, transitioned into technology by building websites and computers before founding Admedo and later The Moot Group.

The company's primary offering is ASCEND, a decision platform that consolidates and visualizes key analytics data from sources like Google Analytics, Shopify, Klaviyo, and Meta into a single dashboard. It transforms complex database analytics into actionable insights, helping businesses identify trends, detect anomalies, and track performance across various channels. The platform is aimed at direct-to-consumer (DTC) brands and offers tools for customisable dashboards and detailed business intelligence reporting, moving clients away from manual spreadsheets. In addition to its SaaS platform, the company offers managed services, where its internal experts use the ASCEND platform to devise and execute data-driven paid social and paid search media strategies for clients.

The business model includes technology licenses for its customer acquisition and eCommerce tools to third-party companies, with past clients including Rolls Royce and Sports Direct. It also operates on a revenue-sharing model for some clients, aligning its fees with the client's online business growth. The Moot Group has demonstrated significant growth, reporting tenfold year-on-year growth since its 2018 founding and securing £5 million in seed funding led by Fuel Ventures in 2021.