Market research and data analytics giant YouGov has acquired open banking start-up Lean App. 

The listed London-headquartered company will add financial transaction data from around 40 industries to its panel, profiling and other products and services in the UK and US. 

Lean App users will be asked to give consent to share their financial transaction data with YouGov.  

Lean App’s four co-founders Luke Dugdale, Tom Stuart, Max Lascombe, and Artur Jurgenson will join the parent firm following the deal – for an unspecified amount – with a threeyear earn-out based on success.

We are excited to bring Lean App into the YouGov fold as we continue to invest for growth in line with our strategy,” said CEO and co-founder Stephan Shakespeare.  

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.  

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.