Within 1 week of posting this, Amy Williams
received an email from Daniel Winterstein
, who ran an advertising software company. He was feeling frustrated with online advertising and had a keen desire to build something that would make the world a bit better. They founded Good-Loop together in October 2016, on a mission to make the internet a more positive place. The founding team included experienced colleagues from earlier projects: Ryan Cochrane, Daniel Appel, and Roscoe McInerney. Not long after that, Good-Loop secured investment from Collider, London's top marketing Tech startup accelerator.