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At a glance

PLOY helps HR teams scale authentic, employee-led content — effortlessly, with AI.

• PLOY streamlines the creation, management, and distribution of employee-generated content.

• 3x more cost effective than hiring content teams, 2x higher quality candidates, 6 hours on average saved per week.

Quick fire details

• Headquarters: London, UK

• Employee count: 5

• Business model: B2B Licensing Model

• Backed by: 3 angel investors and in advanced discussions with a top UK VC. Recently selected for Onstage (prev. Focal) S25, placing in the top 5% out of more than 2,000 startups.

• Funding amount: £40,000 committed, raising £400,000 pre-seed.

The founders

• Cofounder and CEO, Tim Grimes: Ex VICE and The Economist. 14 years specialising in social platforms & video content.

• Cofounder and CPO, Akshay Sandri: Ex Techstars, Maji and Cybsafe. 10+ years as a start-up leader specialising in mobile platforms & employer-led initiatives. 

The market

• Employers are using ineffective and costly solutions to attract talent, in an era dominated by mobile video. By 2030, 75% of employers will use video to attract talent opening an estimated £25bn market opportunity.

This startup is solving two key problems:

• 86% of enterprises have costly processes to create content. It costs on average £110k to build teams & effective recruitment work streams.

• HR teams are using outdated methods and lack the tools, wasting on average 8 hours per day creating ineffective content.

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Traction metrics

• £50K ARR in 6 months: Paying clients include: FCA, Knight Frank, Civil Service, Boots, Next, Berkeley Group.

• £910K+ in sales pipeline including EY, Accenture, Sky, Ineos, Aviva, Abrdn, Sainsbury's, Virgin Media O2, Nestle & Capgemini.

• 4x deal size in 6 months (~£20k per deal)

• 300+ employees onboarded

• 35% reduction in content cost. “PLOY is the only platform that’s allowed our clients, such as Civil Service & Knight Frank to increase their content output & engagement”.

Competitive landscape

• One primary competitor, CultureHQ (US).

  • The PLOY platform allows employees to co-create content rather than working in silos. This aligns with the broader industry shift toward more open, team-driven content creation. They’re also mobile first which allows faster creation of content.

We’re collaborating with VC’s to offer exclusive allocations into deals. Stay tuned for the launch of quick pitch deal.

In the meantime register below if you’re interested.

Our Take

Appeals

• Strong founder-market fit: The teams experience in video content and media gives them an unfair advantage to understand the pain points of creating the right content at scale.

• Solid Traction: Having landed a number of large contracts and with more advanced conversations in the pipeline. PLOY are on track to reach their £4.3m ARR goal by Y3.

• Revenue Visibility: Enterprise deals require an annual licensing fee and user licensing giving year long visibility of revenue and opportunities to upsell during existing contracts.

Risks

• Long sales cycles : As these are enterprise clients, the sales cycles for some can take up to 6 months.

• Frequent churn: HR teams tends to churn through a lot of tools to experiment and seek the best fit for their evolving needs. This leads to frequent adoption and abandonment of platforms, especially if a tool fails to deliver immediate, visible value or integrate seamlessly with existing systems

• In-house tool development: Some HR teams are building teams or trying to create processes internally to streamline content creation, mitigating the need for a tool.

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