UK finalist 2021
Amy Williams
CEO, Good-Loop
In 2016, Amy Williams began thinking of ways to make online advertising less annoying. She questioned if the system could be redesigned to make advertising a force for good and the internet a more positive place.
With the help of software engineer Daniel Winterstein, Amy’s strategy to build ethical advertising that makes the connection between brands and people more meaningful, has become a reality. The process is simple, if people choose to engage with a brand’s advertising, they unlock a free donation and the advertiser chooses which charity they would like to support, improving ad performance and building brand love.
When charities have a stable and sustainable source of income, they have the security to plan for the long term. They can focus on maximising their positive impact.
In 2020, the company showed ads to 33.1 million people and these interactions 'unlocked' just under £1mn for good causes around the world.
Good-Loop sees 95% staff retention and that is thanks in part to the effort that Amy has put into building a business that protects and empowers the people within it, implementing a monthly wellness budget, for everyone to spend on their mental and physical well-being.
