Snoop
Snoop is a UK-based personal finance app that uses open banking to help users save money, with $38M in funding and 131 employees. The app launched in April 2020 and won 'Best Innovation of the Year' at the 2021 British Bank Awards.
The growth story
Snoop grew from 59 to 131 employees between 2022 and 2026, raising $38M along the way, most recently a Series A in August 2021.
About
Snoop provides a mobile app that analyzes users' banking data to identify personalized money-saving opportunities. It targets consumers looking to better manage their finances by transforming traditional services like retail banking and price comparison into data-driven, intelligent tools.
The company raised $38M in a Series A round in August 2021, backed by investors including Salesforce Ventures and Future Fund. With 131 employees, Snoop has grown rapidly since its 2020 launch, earning industry recognition for its innovative approach to personal finance.
Founders and leadership
Snoop's largest function is engineering, with 24 employees in that department. The company is led by founder Dame Jayne-Anne Gadhia, who previously led Virgin Money. Employees stay with the company for a median of 3 years.
The Snoop org chart
John Natalizia (Co-Founder & Chief Executive Officer) leads 24 mapped leaders with 4 direct reports. Click +N to expand a team; names link to the person’s public profile.
- Co-founder & Chief Customer Officer at Snoop, Head of Digital Business Operations at Vanquis BankExecutive
Departments, and which ones grew
Headcount by function: Engineering 18 (+6% YoY), Sales 15 (+36% YoY), Business Development 14 (0% YoY), Operations 11 (+22% YoY), Information Technology 9 (+13% YoY), Administrative 7 (+40% YoY).
Talent flow
Snoop draws heavily from Virgin Money, with 13 hires from that company. Other top talent sources include RBS and Aviva, each contributing 4 hires. Alumni have moved to companies like Vanquis, Deloitte, and Amazon Web Services.
Most common previous employers of Snoop staff: Virgin Money (13), RBS (4), Aviva (4), Moneysupermarket Group (inactive) (2), Accenture (2), Vanquis (2). Former Snoop employees most often moved to Vanquis (2), LiveRamp (1), nor(DEV): Norfolk Developers (1), Deloitte (1), Amazon Web Services (AWS) (1), OPUS (1).
Alumni worth knowing
Web traffic
Traffic mix: 28% direct, 36% search, 6% social, 14% paid.
What this company is made of
Most common skills at Snoop: Customer Service (21), Communication (17), Agile Methodologies (15), Microsoft Office (15), SQL (13), Teamwork (13), Digital Marketing (13), Management (13).
Where the team actually sits
Snoop people are concentrated in England, United Kingdom (31), Greater Norwich Area, United Kingdom (9), United Kingdom (5), London Area, United Kingdom (3).
Search footprint
Snoop attracts about 118 organic search visits a month, traffic worth roughly $2K a month if bought through ads. It gained 53 ranking keywords and lost 45 in the last period.
What employees say
- Compensation
- 3.00 / 5
- Career opportunities
- 5.00 / 5
- Senior management
- 5.00 / 5
- Work-life balance
- 5.00 / 5
Frequently asked
Snoop has 131 employees as of September 2026.
Snoop has raised $38M in total, most recently a Series A round in August 2021.
Snoop was founded in 2019 by John Natalizia, Paul Lloyd, Paul Kerridge, Cara Norton.
John Natalizia (Co-Founder & Chief Executive Officer) sits at the top of Snoop's reporting structure, with 4 direct reports.
The most common previous employers of current Snoop staff are Virgin Money (13 people), RBS (4 people), Aviva (4 people).
Former Snoop employees most often move to Vanquis (2), LiveRamp (1), nor(DEV): Norfolk Developers (1).
Snoop attracts about 118 organic search visits a month, worth roughly $2K a month in equivalent ad spend.
The most common skills among Snoop staff are Customer Service, Communication, Agile Methodologies, Microsoft Office, SQL.
Snoop staff are concentrated in England, United Kingdom (31), Greater Norwich Area, United Kingdom (9), United Kingdom (5).
Snoop has about 18 people in Engineering, up 6% over the past year, as of September 2026.
Snoop has about 15 people in Sales, up 36% over the past year, as of September 2026.
Computed from 56 current and 30 former Snoop profiles, as of September 2026. Source: Crustdata.
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