YouGov buys start-up Lean App

Research and data analytics group YouGov has acquired Open Banking start-up Lean App, giving it the capability to “enrich” its products and services with financial transaction data. 

YouGov has purchased Lean App on a three-year earn-out deal that will see all four of Lean App’s co-founders, Luke Dugdale, Tom Stuart, Max Lascombe, and Artur Jurgenson, join YouGov. 

The company said that through Lean App’s ready-built, secure system, members will be able to share their financial transaction data with YouGov, should they consent to do so.  

The data received will confirm the value, timing, and frequency of purchases made both online and offline, across nearly 40 industries. 

The deal is part of YouGov’s wider strategic goal to boost its stream of observed behavioural data and follows the recent launch of YouGov Safe, a fully opt-in, GDPR and CCPA compliant, ethical cross-device tracker and data marketplace. 

Stephan Shakespeare, CEO and co-founder of YouGov, said: “We are excited to bring Lean App into the YouGov fold as we continue to invest for growth in line with our strategy. The addition of financial transaction data, alongside the launch of YouGov Safe, expands our capabilities to provide our clients with data that verifies consumer behaviour.” 

He added: “By helping our clients understand their audience’s full journey across their digital activities and connecting it to YouGov’s rich attitudinal data, YouGov is redefining the possibilities of connected customer data for both consumers and clients.”