Electric Twin, a synthetic audience modelling startup, is today announcing that it has raised £10 million in funding. This includes a £7 million round led by Atomico, backed by LocalGlobe, Mercuri and Samos Investments, and joined by a raft of leading angels including: Marc Andreessen; co-founder and CTO of Slack, Cal Henderson; former Kantar CEO, Eric Salama; COO of Entrepreneur First, Tom Shinner; and Executive Vice President, UK and Europe, at Palantir, Louis Mosley. This funding follows on from a previously undisclosed £3 million pre-seed.
The platform takes real-world survey data and combines it with large language models, social science research and machine learning to create synthetic audiences that predict how people will respond to messaging, product launches or proposed strategies. This approach is positioned as an alternative to traditional research methods that are slow and expensive and rely on fixed questions and respondents, which can leave organisations without a full picture when making decisions.
Electric Twin has run more than 40,000 evaluations of populations across 155 countries to train its prediction engine. Academic research conducted with Professor Michael Muthukrishna from the London School of Economics found that the technology delivers insights 10,000 times faster than traditional research methods with 95 per cent accuracy. Organisations including News UK and Lebara are already using the platform to access customer insights in seconds rather than weeks.
The funding will support global expansion and continued development of the prediction engine, with a focus on deepening synthetic audience models and extending the range of scenarios organisations can test.
