Vision and innovation: How Whalar Group is revolutionising global creative marketing as an end-to-end Creator ecosystem
Chief Financial Officer, Heena Agrawala, offers a behind-the-scenes look at one of the world’s most innovative disruptors in creative marketing.
Founded in 2016 by Neil Waller and James Street, global creator agency Whalar has already marked itself out as a leader in the creator economy, with a mission to empower creators and connect them to the world's biggest brands.
We had the pleasure of sitting down with Whalar Group's CFO, who shared insights into the company's rapid growth, the vision that drives them, and the challenges they’ve navigated along the way.
What are the key barriers to growth as a scale-up?
Get the latest scale-up news straight to your inbox
Sign up to our quarterly newsletter
How did Whalar come into being?
Whalar was founded in 2016 by Neil Waller and James Street, two entrepreneurs with a vision for the future of the Creator Economy. The idea for Whalar was born during a competition at a business summit on Necker Island, which they won. Neil and James recognised the potential of the Creator Economy long before it became mainstream. They wanted to harness the creative power of creatives and influencers and give them the tools to market brands in a more authentic way.
What started as a small operation in England quickly expanded to the US and Germany. Our growth has been remarkable. When I joined in 2020, we were a team of 65 people, and our revenue was around $25 million. Between 2020 to 2022 our revenue increased 348%, and we are now an over $100m company.
We’ve also expanded geographically, with offices now in the US, Germany, Dubai, Spain, and Estonia. Today, Whalar is a global creator company with nearly 300 employees across the six countries. We’ve built an ecosystem with six distinct companies, each focused on different aspects of the creator economy, allowing us to stay ahead of the curve as this space evolves.
What is it that sets Whalar apart?
It’s all about vision and innovation. Neil and James are always thinking ahead and building for the future. They began Whalar as a creator agency, but very quickly expanded into talent management because they recognised that creators wanted more comprehensive representation – the ability not only to connect with global opportunities, but to showcase their niche skill sets.
Another key differentiator is our technology. Our proprietary digital platform, Foam, has been integral since day one, designed to connect creators with brands and manage the entire creation process digitally. We’ve invested in two dedicated technology hubs in Spain and Estonia to continually develop and improve the platform. This is of course a huge advantage when it comes to R&D.
Staying ahead in the technology game is obviously a huge advantage in the creator space. Have you any other examples of how Whalar stays ahead of trends?
Staying ahead of trends is embedded in our DNA. Our approach is twofold: constant innovation and deep industry connections. We make it a priority to anticipate where the creator economy is heading by investing in cutting-edge technology.
In addition to our technology investments, we are always exploring new ways to support creators and brands. For example, our venture into the gaming industry and the creation of Umi Games was a direct response to the growing intersection of gaming and influencer marketing. By continuously evolving our services and expanding into new areas, we ensure that Whalar Group remains at the forefront of the Creator Economy.
As a company with incredible success expanding internationally, did you experience any growing pains along the way?
Like any fast-growing company, we’ve experienced our share of growing pains. One of the biggest challenges has been ensuring that our infrastructure, processes, and people keep pace with our rapid expansion. From early on, we had to quickly establish centres of excellence in finance, HR, IT, and business affairs to support the entire organisation. Fortunately, we were able to bring strong leadership into these areas, which helped us build robust systems to manage our growth effectively.
At Whalar Group, we often joke that we’re building the plane as we’re flying it, and that entrepreneurial mindset has been crucial in navigating the challenges of rapid expansion. One key to overcoming these challenges has been our commitment to operational excellence and scalability. This is where we turned to BDO.
I was first introduced to our BDO partners Peter Smithson and Ross Robertson in 2020. Peter and Ross provided invaluable advice in everything from self-billing invoices, to intellectual property, and corporate structure.
As we expanded internationally, BDO's role became even more critical. Peter connected us with BDO Spain when we needed to set up a sophisticated accounting, payroll, and tax function in that market. BDO Spain has since become a true extension of our finance department, ensuring we remain compliant with local policies and providing the guidance necessary for us to scale effectively.
It’s a similar story in Dubai, where BDO handles everything from entity registration to managing all local accounting, bookkeeping, and payroll. We wouldn't have been able to scale as easily in these markets without the support of BDO's local partners.
What’s been your experience with building working partnerships overseas?
Building working partnerships overseas has been both a strategic and organic process. From the outset, we identified the importance of establishing strong relationships in key markets, which has driven our international expansion. Our partnerships with major social media platforms like TikTok, LinkedIn, Snap, and YouTube have been particularly vital. These relationships were cultivated early on through the leadership and connections of Neil and James, who recognised the importance of integrating our technology with these platforms. This has allowed us to create direct Application Programming Interfaces (APIs), making our platform more robust and appealing to both creators and brands globally.
Do you struggle to maintain a cohesive company culture being spread across continents?
It’s thanks to the leadership of Neil and James that we've managed to build a culture that transcends geographical boundaries. Although our teams operate in six different countries, we ensure that everyone is on the same page through regular all-hands meetings, which are held monthly and quarterly. These meetings involve presentations from all divisions, giving everyone visibility into the company’s overall progress and creating a sense of unity.
Our leadership team has always prioritised staying connected, which has helped prevent the formation of silos. Even though each division has a level of autonomy, the clear communication channels and the shared vision keep the company culture strong and cohesive. The excitement and energy across the company, even from teams working in different parts of the world, is a huge testament to this.
What’s next on the cards for Whalar?
The future for Whalar Group is all about solidifying our position as the go-to company for creators worldwide. Over the next five years, our vision is to become the top creator company, offering everything a creator might need under one roof. This involves expanding and refining our six distinct divisions, each tailored to different aspects of the Creator Economy.
For instance, we're continuing to develop our proprietary technology platform, Foam, which will soon be marketed to external agencies and companies as well. We're also building The Lighthouse, a physical campus designed specifically for creators to collaborate, innovate, and grow together. Our expansion into the gaming sector with Umi Games and our venture-focused division, Moby Ventures, are also key parts of our future growth strategy.
Ultimately, we want creators to see Whalar Group as the go-to partner for turning their ideas into reality, whether that means finding brand partnerships, launching new products, or simply having a space to create.
What piece of advice would you give to other business leaders who are in the process of scaling up their businesses?
One key piece of advice I’d give to business leaders looking to scale is to embrace the mindset of “progress over perfection.” When you're scaling quickly, things might not always be perfect, and that's okay. What matters is that you're moving forward, learning, and adapting as you go.
Another important aspect is operational excellence. As your business grows, it's vital to ensure your infrastructure, systems, and processes are scalable and efficient, and to do this as soon as possible. This focus on operational readiness has allowed us to manage rapid expansion without losing control.
Finally, timing is everything. You don't want to build too far ahead of your revenue, but you also need to be prepared for growth. Finding that balance and building the right teams at the right time is critical. Having a visionary leader is essential, but so is having a strong support team that can execute that vision effectively
Need support on your Scale-up journey?
We’ve got experience supporting businesses at every stage of the life-cycle, from scale-up to sustainable growth and through exit or acquisition.
Get in touch with one of our expert advisers to find out more about how we can support your business journey.