UK-based qualitative analytics startup WholeSum has raised £730,000 in funding, combining grant support from Women TechEU with a pre-seed investment round led by Twin Path Ventures. The round also included participation from SFC and strategic angel investors via Ventures Together, including founders and operators from JustPark, Episode 1, ClearScore, and Prolific.
The funding represents a key step for WholeSum as it looks to scale its technology and address long-standing challenges in qualitative data analysis across multiple industries.
The Problem with Unstructured Data
A large share of organisational data exists in unstructured formats such as interview transcripts, open-ended survey responses, online discussions, and customer feedback. Despite its value, this data is often difficult to analyse consistently. Many teams rely on manual coding processes that are time intensive or on automated summaries that are hard to verify, audit, or reproduce.
As a result, important insights can be lost or underused, limiting their impact on decision making. WholeSum was created to bring greater rigour and reliability to this part of the analytics process.
An AI Layer for Qualitative Analysis
WholeSum provides an AI-based analytics layer designed specifically for qualitative text. The platform converts large volumes of free text into quantified and statistically supported outputs that can be audited and reused. Rather than producing opaque summaries, the system is built to integrate directly into existing analytics workflows through an API-first approach.
Tasks that would typically require weeks of manual analysis can be completed much more quickly, with results that analysts can further explore using statistical methods to support robust conclusions.
Founders with Complementary Expertise
The company was founded by Emily Kucharski and Dr Adam Kucharski. The founding team combines experience in commercial and public sector insights with deep expertise in statistical inference and machine learning.
This background has shaped WholeSum’s focus on reproducibility and transparency, ensuring that qualitative findings can be traced, tested, and consistently applied across teams and projects.
Insights Hidden in Free Text
Through collaborations with organisations including Imperial College London and Female Founders Rise in partnership with Barclays, WholeSum has found that some of the highest-value insights are often contained within unstructured data rather than simplified survey metrics.
Identifying these insights reliably and at scale has historically been difficult, reinforcing the need for more systematic approaches to qualitative analysis.
Investor View on the Opportunity
John Spindler, Partner at Twin Path Ventures, said that qualitative analysis has long depended on manual processes and inconsistent methodologies. He described WholeSum as introducing a more structured and automated framework, and as an important foundation for how qualitative evidence may be produced and trusted in the future.
Focus on Evidence-Driven Sectors
WholeSum is targeting sectors such as research, healthcare, and financial services, where reliable qualitative evidence plays a critical role in outcomes and decision making. Internal evaluations indicate that the platform shows improved performance compared with several established reasoning models on certain datasets, offering faster processing and lower theme attribution error while maintaining reproducible results.
Plans for Growth
The company plans to use the new funding to advance product development, expand its science and engineering teams, and scale early enterprise deployments. As demand increases for trustworthy and auditable AI systems, WholeSum aims to establish itself as a core infrastructure layer for qualitative analytics.
