About Zag
Zag, an accelerator and incubator program founded in 2010, is based in London, United Kingdom. With a presence in 3 countries, it has supported around 22 startups in sectors like Retail, Enterprise Applications. As of Oct 2026, Zag has witnessed 3 portfolio exits. Most notable companies in
its portfolio include Aldermore Bank, Sensat and Swoon. The program is backed by a team of 15 people who primarily support Seed startups based in United Kingdom. Its latest investment was a $4.26M Seed round in Sensat on Aug 10, 2018, which also saw participation from Force Over Mass and Round Hill Capital.
Key Metrics
Founded Year
2010
Location
London, United Kingdom
Portfolio Companies
Sectors of Investment
Stages of Investment
Seed
Locations of Investment
Zag's List of Top Investments
Zag has a portfolio of 22 companies. Their most notable investments are in Sensat and OnePulse.Their portfolio spans across United Kingdom, United States and France. They have invested in Retail, Enterprise Applications, Consumer and 10 other sectors, across stages such as Seed stage. Here is the list of top investments by Zag:Aldermore Bank is a commercial bank for consumers and businesses. It is an SME-focused bank offering savings, mortgages, and lending products to SMEs, homeowners, and savers. They focus on specialist lending across four areas including asset finance, invoice finance, SME commercial mortgages, and residential mortgages. It serves its customers and intermediary partners online, by phone, and face to face through its network regional offices.
Key facts about Aldermore Bank
- Founded Year: 2009
- Location: Wilmslow (United Kingdom)
- Stage: Acquired
- Total Funding till date: $218M
- Employee Count: 1,342 as on Sep 30, 2026
- Investors: Lansdowne Partners, Honeywell and 6 Others
- Latest Funding Round: PE, Jan 21, 2014, $*****
- Highlight: Acquired
2. Sensat
Developer of a platform providing digital twin solutions for infrastructure projects. The platform offers capabilities for collaboration, geospatial tool integration, and data visualisation. It facilitates project management and aims to improve understanding of project constraints. The platform supports option evaluation and communication among stakeholders.
Key facts about Sensat
- Founded Year: 2017
- Location: London (United Kingdom)
- Annual Revenue: £1M - £10M as on Dec 31, 2025
- Stage: Series B
- Total Funding till date: $38.8M
- Employee Count: 54 as on Aug 31, 2026
- Investors: National Grid Partners, Round Hill Capital and 41 Others
- Latest Funding Round: Series B, May 18, 2026, $*****
- Highlight: Editors' Pick
3. Swoon
Internet-first brand offering multi-category home furniture. The product catalog includes tables, sofa, bed, chair, footstool, etc.
Key facts about Swoon
- Founded Year: 2012
- Location: London (United Kingdom)
- Annual Revenue: £10M - £50M as on Dec 31, 2025
- Last Known Valuation: $*****
- Stage: Acquired
- Total Funding till date: $44.2M
- Employee Count: 64 as on Sep 30, 2026
- Investors: Deltaloop, Octopus Ventures and 9 Others
- Latest Funding Round: Series B, May 31, 2017, $*****
- Highlight: Acquired
4. OnePulse
Cloud based platform offering solutions to build surveys. The platform enables brands to conduct digital surveys to extract valuable insights such as customer perception, brand loyalty, etc. Businesses signup into the platform, select the target audience, and draft 3 questions. It also offers a dashboard to capture the opinions as well as to maintain the other demographic insights. Tiktok, Fitch, Accenture, Tyson, Ypulse, Georgia Pacific are some of its clients.
Key facts about OnePulse
- Founded Year: 2013
- Location: London (United Kingdom)
- Valuation: $*****
- Stage: Series A
- Total Funding till date: $13.2M
- Employee Count: 35 as on Sep 30, 2026
- Investors: Foundation Capital, NIVL and 74 Others
- Latest Funding Round: Series A, Feb 23, 2023, $*****
- Highlight: Editors' Pick
Key facts about Looper Insights
- Founded Year: 2017
- Location: London (United Kingdom)
- Stage: Seed
- Employee Count: 60 as on Aug 31, 2026
- Investors: Zag, VGC and 25 Others
- Latest Funding Round: Seed, Apr 29, 2019, $*****
Zag's Year-on-Year Investment Trends
Zag has invested in 22 companies over the last 11 years, with an average of 0 new investment annually in the last 10 years. Its most recent first time investment was in Sensat.Zag's Investments by Stage
Zag has made 2 investments in Seed stage with an average round size of $2.77M.Zag's Investments by Sector
Zag has a diverse portfolio, with companies operating in the Enterprise Applications, High Tech, Internet of Things - Industry Applications, Real Estate and Construction Tech and Vertical SaaS. Notably, it has invested in 18 Tech companies, 12 Consumer (B2C) companies, 12 Enterprise (B2B) companies and at least 12 companies focusing on Software.Sector | No. of Investments |
|---|---|
Enterprise Applications | 2 |
High Tech | 1 |
Internet of Things - Industry Applications | 1 |
Real Estate and Construction Tech | 1 |
Vertical SaaS | 1 |
Note: We have considered here, only first round of investments
Zag's Investments by Geography
Zag has made most investments in United Kingdom (2).Zag's recent investments
Zag has not made any investment in 2026 so far.Here are the most recent investments by Zag:
Filter this listDate | Company | Location | Round Details | Round Amount | Co-Investors |
|---|---|---|---|---|---|
Aug 10, 2018 | United Kingdom | Seed | 8293 | [+1] | |
Aug 01, 2015 | United Kingdom | Seed | 2888 | [+2] |
Acquired companies in Zag's Portfolio
3 companies from Zag's portfolio have been acquired. The most recent acquisition was Swoon in Dec 2019 by Debbie Williamson for $*****.Here are Zag's portfolio companies that got acquired most recently:
Company | Acquisition Date | First Invested on | First Round of Investment | Round Size |
|---|---|---|---|---|
Dec 11, 2019 | - | - | 3811 | |
Mar 12, 2018 | - | - | 8079 | |
Oct 13, 2017 | - | - | 5591 |
Team profile of Zag
Zag has a team of 15 members including 5 Partners and 4 Principals located in United Kingdom. Zag's team does not sit on the board of any company as of now.Here is a list of top team members in Zag:
Name | Designation | Location | Board Memberships | Contact Details |
|---|---|---|---|---|
Partner | London | - | ||
Partner | London | - | ||
Partner | London | - | - | |
Partner | London | - | ||
Partner | London | - | - | |
Principal | London | - | - | |
Principal | London | - | ||
Principal | Haywards Heath | - | ||
Principal | United Kingdom | - | - |
Co-investors of Zag
Over the past 11 years, 13 investors have co-invested in Zag's portfolio companies. This includes funds and angels.
- Top Co-investors of Zag: 5 investors entered a company along with Zag. These include investors like Force Over Mass (1 company).
- Invested after Zag: A total of 8 investors have invested in Zag's portfolio after their investments. Top Investors include Tencent (1 company) and Sistema Venture Capital (1 company).
Recent News related to Zag
•
London-based retail technology firm Future Platforms hires Livia Bernardini as CEO and makes EOT moveRetail Technology Innovation Hub•Mar 21, 2025•Future Platforms, Zag
•
Chinese Internet Giant Tencent Leads $10 Million Investment Round in AI and Machine Learning Firm SenSatCrowdfund Insider•Oct 01, 2019•SenSat, Tencent, Sistema Venture Capital, Force Over Mass and 3 others
•
