UK-based startup WholeSum has raised £730,000 to expand its AI-powered qualitative analytics platform, which helps organisations extract reproducible insights from unstructured data such as transcripts, survey responses, and online discussions.
The round combines grant funding from Women TechEU with a pre-seed investment led by Twin Path Ventures, joined by SFC and strategic angels via Ventures Together, including founders and operators from JustPark, Episode 1, ClearScore, and Prolific.
Founded by Emily Kucharski and Dr Adam Kucharski, WholeSum applies statistical inference and machine learning to automate and quantify qualitative analysis, an area that has historically relied on time-intensive manual review or opaque summarisation tools.
The company’s platform integrates directly via API and produces auditable outputs suitable for established analytics workflows. Their technology aims to make qualitative insights more measurable and reproducible, addressing a longstanding gap in how organisations handle unstructured data.
“Qualitative analysis has long depended on manual processes and inconsistent approaches,” said John Spindler, Partner at Twin Path Ventures. “WholeSum introduces a more systematic and automated framework for how qualitative evidence may be produced and relied upon in the future.”
The platform has been tested in collaborations with Imperial College London and Female Founders Rise (in partnership with Barclays), revealing that valuable insights often lie within unstructured text rather than simplified survey metrics.
According to internal evaluations, WholeSum outperforms several established reasoning models on select datasets, achieving faster processing and lower theme attribution error while maintaining reproducibility. With the new funding, the company plans to accelerate product development, expand its science and engineering teams, and scale early enterprise deployments across sectors such as research, healthcare, and financial services.
