U Group is bringing transparency back to the data industry by connecting brands directly with people to authenticate and deliver real human data. Founded in 2018, U Group is based in Australia, with offices in Taiwan and the Philippines. We operate and maintain one of the world's largest transactional, consumer-focused datasets, utilising AI to processes over 1 billion transactional data points annually from consumers in the USA, Canada, and Australia.

## Our Story

U Group co-founder and CEO, Tyler Spooner, has faced significant life challenges (from battling dyslexia to experiencing homelessness) but he has what every entrepreneur needs – grit. Steve Job’s once said _"You can't connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future”_. Watch Tyler's Founder's Story and you’ll see why it’s so applicable to his journey building U Group.

## Meet the Leadership Team

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### Tyler Spooner

CO-FOUNDER + CEO

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### Jason Gan

CO-FOUNDER + CTO

- ### Brenda Lai

CO-FOUNDER + CPO

- ### Steve Bodeker

CFO

- ### Peta Demidenko

Head of Privacy

- ### James Lim

Head of Operations

## IN THE NEWS

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AUSTRALIAN FINANCIAL REVIEW, OCT 9, 2024
The AFR BOSS Most Innovative Companies list recognises and celebrates Australian businesses that are challenging the status quo.
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BUSINESS NEWS, AUG 28, 2024
No Zombies as U Group Thrives
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EY, SEP 2024
Tyler Spooner, National Finalist in EY Entrepreneur Of The Year 2025 Australia
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AUTHORITY MAGAZINE, SEP 17, 2024
Tyler Spooner of The U Group & Co: How I Reinvented Myself In The Second Chapter Of My Life
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YOUNG ENTREPRENEURS SHOW, WITH JC, SEP 2, 2024
YES Ep - 31 Tyler Spooner Co-Founder of U Group
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SMART COMPANY, JUN 9, 2023
From the streets to $15 million: How Tyler Spooner led The U Group & Co to 8,000% revenue growth
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THE WEST AUSTRALIAN, MAY 9, 2023
The companies in WA that are offering beyond run-of-the-mill benefits amid skills crunch | The West Australian
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BUSINESS NEWS, FEB 9, 2022
Hire calling as U Group Builds
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## Our Pledge

We're proud members of [Pledge 1%](https://pledge1percent.org/).

For us, it's not just a commitment; it's a philosophy that embodies our core value – **putting people before data.**