justify.app
The Justify campaign wizard
Justify
Investor presentation · October 2026

Influencer,
justified.

One platform to run influencer campaigns and prove they worked.
Confidential
FIRST ROUND OPEN · OCTOBER 2026 · FIRST INVESTOR COMMITTED · First investorcommitted
02 · The problemJustify

Influencer can’t scale

Messy workflow
Spreadsheets
Email
DMs
Shared drives
PDF reports
Payments
Vanity metrics
Followers
Views
Likes
Reach
Impressions
Engagement rate
Too expensive
Today’s research firms
Happydemics
Nielsen
Kantar
Logos belong to their owners.
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03 · Why nowJustify
£57bn
US influencer spend
by 2030
US brands’ spend on influencers. IAB with Advertiser Perceptions, 2025 Creator Economy Ad Spend & Strategy Report (Nov 2025): US, 2021 to 2024 measured, 2025 estimated, 2026 forecast ($43.9bn). 2027 to 2030 our estimate: the IAB’s 2026 figure grown at 14.4% a year, the global forecast in Grand View Research, Influencer Marketing Platform Market Size Report, 2026 to 2033 (June 2026). $1.3226 = £1, Bank of England, 8 Oct 2026.
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04 · Crossing the chasmJustify

Influencer marketing is going mainstream.

Justify
The AI-native disruptor
Incumbents
  • Built for early adopters
  • Held back by high fixed costs
CreatorIQGRINKantar
ThisThatNielsen
Logos belong to their owners.
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05 · Where we areJustify

Launched 4 weeks ago. Brands are already talking.

Since launch: the brands we have met, in their own words.
October 2025
Beta and building
21 September 2026
Launch
24 September 2026
Go to market
(MAD//Meets)
Tesco
Procurement Manager, Creative & Production“A constructive discussion, and we saw the demo. Early days, but we exchanged contacts.”
JAAQ
Fractional Head of Creative, Brand and Content“Fantastic product. Can really see the value prop.”
Matalan
Senior Social, Influencer and PR Manager“Looked like a great fit. We’d like to review it against another tool.”
Stripe CommunicationsCommunicationsTrialling
Social and Influence Account Director“CreatorIQ has got pretty much all the same main features… a testament to what you guys are building.”Client Services Director“This is so impressive. There’s loads of detail. Wow.”
Karen Betts BeautyTrialling
Fractional Brand Marketing Director“I 100% understand the value of a brand lift study. This is a big investment for our social budget.”
Firmdale HotelsTrialling
Senior Social Media and Content Executive“Everything has been kind of manual comms and doing our own contracts… I like how streamlined it is. And I can imagine the creator would like that as well.”
Also in conversation
MoneyboxGuardioTUI
AvivaPrime TimeCROSTA & MOLLICA
Quotes from our calls and the MAD//Meets feedback form, September and October 2026, shortened and lightly edited. Logos belong to their owners.
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06 · Why JustifyJustify

Two jobs. One platform.

Measurement
Operating system
Research firms
ThisThatKantarNielsenHappydemics
UpwaveDISQOSystem1Zappi#paid
Justify Intelligence
Justify
Operating systemMeasurement
Neither: spreadsheets and email
ExcelOutlookGmail
Influencer platforms
CreatorIQGRINAspireUpfluence
ModashTraackrLaterLinqia
The incumbents can’t follow due to high fixed costs.
Company websites, checked 10 October 2026. Logos belong to their owners.
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07 · What we doJustify

Run influencer campaigns. Prove they worked.

Spreadsheets
Email
DMs
Shared drives
PDF reports
Payments
Data in six places.
Nothing learns from it.
Today
With Justify
Operating system
Measurement
Plan
Find
Sign and manage
Test
Measure
Prove
System of record
Every brief, influencer, contract, post, payment, test and result
Justify Intelligence
Makes every next campaign smarter
ClaudeSearch and act,
through our MCP
The Justify product film
Watch in 1 minute
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08 · The teamJustify
Ed Adams
Ed Adams
Founder and CEO
  • Sold influencer Brand Lift at ThisThat
  • Serial founder; built and funded Justify
Cameron Jones
Cameron Jones
COO
  • Corporate lawyer at CMS, Maples and MBM
  • Advised founders and investors on venture rounds and M&A
Jax Makin
Jax Makin
CMO
  • 10+ years in consumer brand marketing, including Britvic
  • Has been the buyer Justify sells to
Jörg Birkhold
Jörg Birkhold
CTO
  • 26 years in software; founder of Multiplye
  • CTO of foresee, building platforms for Continental
Lawrence Smaller
Lawrence Smaller
Account executive
  • SDR at Peakon, acquired by Workday
  • Account executive at InVision and AutogenAI
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09 · MarketJustify

£735m a year of buyers. We start with £311m.

TAM£1.7bn
Influencer software and social ad measurement, worldwide
SAM£735m
49,000 brands and agencies × £15,000 blended annual rate
First market£311m
Six English-speaking countries: 20,700 accounts
SOM£37.5m
Our 2029 plan: 2,500 customers, about 5% of the SAM
How we size the market
Watch how we built these numbers3 min
Our estimates; circles drawn to scale. Method and sources in the data room: official business counts (ONS, US Census, Eurostat, OECD, StatCan, ABS, CSO, Stats NZ) × spend surveys (Kolsquare, Influencer Marketing Hub, ANA); market sizes: MarketsandMarkets, ESOMAR, Statista.
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10 · PlanJustify

Our plan: £37.5m a year by 2029.

2,500 customers × £15,000 blended annual rate = £37.5m
Plan, not a forecast: customers at each year end × £15,000, our blended annual rate across the four plans (of every 100 customers: 76 Starter, 15 Essential, 4 Professional, 5 Advanced). Share of the SAM: of 49,000 brands and agencies. Assumes a further round.
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11 · Use of fundsJustify

The product is built. This round is fuel to grow.

60%Selling
Sales and marketingSalespeople, meeting-bookers, marketing, events, advertising56%
Customer successOnboarding, retention, case studies4%
25%Product, data and the survey panel
Product developmentEngineers14%
Software, data and infrastructureSurvey panel, AI, hosting11%
15%Running the company
Legal, finance and complianceAdvice, accountancy, insurance7%
ContingencyHeld unallocated6%
RecruitmentNew hires2%
Adjusted by us from our use-of-funds plan’s 59 / 27 / 14.
Download the deck (PDF)
Ed Adamsed@justify.app
Cameron Jonescameron@justify.app
Important notice. This presentation is issued by Justify Limited (registered in England and Wales, no. 16000647). It is communicated only to, and directed only at: (a) investment professionals within the meaning of article 19(5) of the Financial Services and Markets Act 2000 (Financial Promotion) Order 2005 (the "Order"); (b) high net worth companies and other bodies within article 49(2)(a) to (d) of the Order; and (c) any other person to whom it may lawfully be communicated (together, "relevant persons"). Any investment or investment activity to which it relates is available only to relevant persons and will be engaged in only with relevant persons. Anyone who is not a relevant person should not act or rely on it. This presentation is not an offer of, or invitation to subscribe for, shares; any investment will be made only on the terms of the final investment documents. It contains plans and estimates that may not be achieved. Your capital is at risk. Confidential: not to be copied or passed on without Justify's written consent.
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