WholeSum raises £730,000 to put statistics behind AI text analysis

On 5 January Tech.eu reported that WholeSum, the qualitative analytics company founded by Emily Kucharski and Dr Adam Kucharski, had raised £730,000. The total combines a pre-seed round led by Twin Path Ventures with grant funding from Women TechEU. SFC also took part, along with angel investors brought in through Ventures Together, among them founders and operators from JustPark, Episode 1, ClearScore and Prolific.

WholeSum sells an analysis layer for free text: open-ended survey answers, interview transcripts, reviews and customer feedback. Its website describes themes with confidence scores and curated quotes that can be traced back to the original responses. Language models handle specific tasks inside a statistical framework, and the final numbers and quotes are retrieved from the source data rather than written by a model, which the company says protects against invented figures and made-up quotes.

The money is for product development, more science and engineering hires and scaling early enterprise deployments, according to Tech.eu. The platform is built for direct API integration, and the target sectors are research, healthcare and financial services.

That points WholeSum at a different buyer from the ones on its website as of 5 January. The named users on its website so far are Link Consumer, Praktiki, an edtech app for doctors, the PANDAS Foundation and Female Founders Rise. The pre-seed money is aimed at enterprise customers in sectors where an output has to stand up to an audit, and the company’s case to them is that every theme count and quote can be checked against a row of source data.

From parenting apps to an analysis engine

The company was incorporated on 21 January 2023 as Wish I’d Known Ltd and took the name WholeSum Tech Ltd in December 2024, according to Companies House, which lists both Kucharskis as directors since incorporation. Emily Kucharski is co-founder and chief executive, and Adam Kucharski is co-founder and CTO, according to the company’s website.

The website says Emily Kucharski held senior roles at global marketing agencies, working with brands in healthcare, financial services and consumer goods, and built two data-driven parenting apps. Adam Kucharski is a professor of infectious disease epidemiology at the London School of Hygiene & Tropical Medicine, where his own site says he focuses on making better use of data and analytics for epidemic preparedness and response.

The analysis pipelines grew out of the parenting work. WholeSum says they were built while crowdsourcing what it calls the world’s largest database of parenting experiences, turning thousands of words into summaries each week. Its about page puts the commercial problem in Emily Kucharski’s words: “We saw organizations struggling with the same challenge over and over: rich, valuable qualitative data sitting unused because analysis was too slow, unreliable, or expensive.”

What the backers are paying for

On speed, a dataset of 10,000 responses, which can take a trained analyst weeks, can be processed in seconds and then passed to a statistical toolkit, according to UKTN. John Spindler, partner at Twin Path Ventures, was quoted by UKTN on the problem the company is going after: “Qualitative insights have been trapped behind manual workflows and inconsistent methods for decades.”

On accuracy, the evidence comes from WholeSum itself: its website says its hybrid approach consistently outperforms GPT-5 and Gemini 2.5 Pro on theme allocation benchmarks. Tech.eu described the results as internal evaluations showing lower theme attribution error on certain datasets. Neither the website nor the two funding reports cite an independent test.

Customer comments sit on the same website. Susana Caamano Sanchez, a director at Link Consumer, says WholeSum’s analysis enabled the firm “to pull together a really compelling story for our client”. Matt Eisenstadt, chief executive of Praktiki, says it saved him half a day of manual work on survey responses and interview transcripts from doctors. Tech.eu lists collaborations with Imperial College London and with Female Founders Rise in partnership with Barclays.

As of 5 January the commercial model was self-serve. The pricing page sold question credits, each covering one response of up to 100 words, on a pay-as-you-go basis or through an annual subscription, and the website described API endpoints for dashboards as work in progress.

The enterprise test ahead

Moving from that model to enterprise deployments changes how WholeSum gets bought. A per-response credit suits a firm analyzing one survey for one client. A bank or a pharmaceutical company analyzing complaints or field notes at volume buys through integration work, security review and procurement. WholeSum’s website already sets out part of that case, saying analysis runs on local algorithms and enterprise language model APIs, with data encrypted at rest and in transit and not used for model training.

Twin Path Ventures leads the equity side of the round. The grant came from Women TechEU, which WholeSum says Emily Kucharski won in 2025.

WholeSum’s pitch is counts that add up and quotes that exist in the source, from a founder pair that combines an agency buyer’s view with a statistician’s. The £730,000 pays for its first enterprise deployments, and those deployments, rather than the company’s own benchmarks, will show whether research, healthcare and finance buyers will pay for analysis they can audit.