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The Moot Group
Marketing · Stafford, United Kingdom · Founded 2019
AI-driven data analytics and intelligence platform for eCommerce MoreLess
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.
Keywords: eCommerce analytics, business intelligence platform, data visualization, AI-driven insights, paid media management, DTC brands, eCommerce growth, data analytics, customer acquisition technology, performance marketing, paid search, paid social, Shopify analytics, marketing analytics, sales data consolidation
Company overview
The Moot Group company information
The essential company record, classifications and operating signals in one place.
- Status
- Operational
- Founded
- 2019
- Headquarters
- Stafford, United Kingdom
- Employees
- 28
- Open positions
- None listed
- Dealroom signal
- 60.9
Valuation & funding
The Moot Group funding history
Company financing events and reported valuations.
| Deal type | Date | Amount | Valuation | Investors | Source |
|---|---|---|---|---|---|
| EARLY VC✓Equity / VC | Apr 2022 | $18M | $72M | Espresso Capital | ↗ |
| SEED✓Equity / VC | Jul 2021 | $6.6M | $26M | Fuel Ventures | — |
| SEEDEquity / VC | Jul 2020 | $6.9M | $28M | Undisclosed | — |
Financials
Revenue, earnings and profit over time
Reported history and available estimates. Estimated years are marked “E”; sparse fields are left blank rather than inferred.
Growth signals
The Moot Group website traffic
Latest recorded traffic for The Moot Group is 100 monthly website visits, down 44.4% over the last three months. The Moot Group's team grew 0% over the past year.
Comparisons
The Moot Group compared with similar companies
Dealroom’s weighted taxonomy model identifies the closest operating peers. Company identity and context stay open; selected comparison metrics preview what is available in the platform.
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|---|---|---|---|---|---|
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 PureClarityAI-powered e-commerce personalization and conversion optimization platform |
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 TruRatingTruRating captures feedback from the silent majority of the customer base by integrating the feedback process into the purchase experience |
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 RangespanRetailer platform for product range expansion |
London, United Kingdom | Acquired |
Talent graph
The Moot Group's talent
Source: Dealroom Talent Intelligence.
Investors
3 investors on The Moot Group's cap table
Sourced from Dealroom's funding and investor records.
Global footprint
Where The Moot Group has talent and traffic
In the news
Latest news about The Moot Group
Recent press, funding announcements, and product moves mentioning The Moot Group — open to read from the original sources.
Market sentiment
What the market is saying about The Moot Group
An AI-synthesized read of the highest-engagement posts about The Moot Group on X over the past 7 days. We rank by likes & retweets, ignore corporate channels, and surface the themes that broke out from real people.
Reading the room on X — pulling top posts and synthesizing themes…
Source: X recent search ranked by engagement (likes + retweets) · Synthesis by Claude · Cached for 1 hour
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