Unitary (company)

Last updated
Unitary
Industry content moderation
FoundedJune 2019;6 years ago (2019-06)
FounderSasha Haco
James Thewlis
Headquarters
London

Unitary Ltd. Is a UK-based technology company headquartered in London. The company is specialised in artificial intelligence (AI) systems for content moderation and operational process automation. [1] Founded in 2019, [2] [3] Unitary initially focused on developing video content moderation to improve platform safety. [4] It is used in industries such as e-commerce, customer service, and insurance. [5]

Contents

History

Unitary Ltd. was founded in June 2019 by Sasha Haco James Thewlis [3] who met while participating in the Entrepreneurs First accelerator programme. [6] The company's original aim was to create systems capable of understanding the 'virtual internet', with a focus on moderating user-generated video content. The company received pre-seed funding from Entrepreneur First to develop a multimodal AI engine for video moderation. In March 2020, the company raised $1.7 million in seed funding from angel investors, Rocket Internet’s GFC, and SGH Capital. [7] By September 2022, Unitary's system was processing over two billion video frames per day. [6]

In March 2023, Unitary secured $8 million in a 'seed-plus' round led by Ian Hogarth of the Venture Capital fund Plural, [8] with participation from individual investors including Matt Robinson, Chris Mairs, and Carolyn Everson. [4] In October 2023, it raised a $15 million Series A round led by Creandum, with further interest from Paladin Capital and Plural. [1] [3] The company reported that its moderation system was processing six million videos daily at the time. [9] [1] [3]

Products

Unitary's primary product is a context-sensitive artificial intelligence system for moderating video content. [3] The system combines analysis of visual, audio, and textual inputs to identify material based on context rather than on keywords. [1] It is designed to process large volumes of user-generated video in real time and operate across different languages. [10]

The company also provides an open-source tool called Detoxify. [6]

Awards and recognition

In 2024, Unitary was ranked the number one startup in the United Kingdom by the Startups 100 index. [11]

References

  1. 1 2 3 4 "Unitary raises $15M in Series A funding round for AI-driven content moderation". Tech.eu. 2023-10-03. Retrieved 2025-06-29.
  2. ↑ Young, Helena (2024-01-08). "1. Unitary | Startups 100 2024". Startups 100 by Startups.co.uk: Start up a successful business. Retrieved 2025-06-29.
  3. 1 2 3 4 5 Marzo, Stefano De (2023-10-03). "London-based Unitary raises €14.3 million Series A to ensure a safer online experience with AI". EU-Startups. Retrieved 2025-06-29.
  4. 1 2 "London-based startup Unitary has recently secured $8 million in funding to further develop its contextual AI technology for automated content moderation". www.linkedin.com. Retrieved 2025-06-29.
  5. ↑ "Introducing Unitary's Virtual Moderators". www.linkedin.com. Retrieved 2025-06-28.
  6. 1 2 3 "Understanding the visual internet to build a transparent digital space with Unitary - Maddyness UK" . Retrieved 2025-06-29.
  7. ↑ O'Hear, Steve (2020-03-12). "Unitary, an EF alumnus, raises £1.3M seed for its content moderation AI". TechCrunch. Retrieved 2025-06-28.
  8. ↑ Bailey, Steph (March 7, 2023). "AI startup Unitary raises $8m from Plural to automate content moderation" . Retrieved 2025-06-29.
  9. ↑ "London's Unitary raises €14.31M to boost AI-powered video content moderation tech - Silicon Canals". siliconcanals.com. 2023-10-03. Retrieved 2025-06-29.
  10. ↑ "AI Unitary Content Moderation: Revolutionising Online Safety". www.onlinebusinessstartup.co.uk. Retrieved 2025-06-29.
  11. ↑ Young, Helena (2024-01-08). "1. Unitary | Startups 100 2024". Startups 100 by Startups.co.uk: Start up a successful business. Retrieved 2025-06-29.
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