Large tech companies make millions using people’s data. Some are okay with it but others are not. Gener8 offers two solutions to counter this issue: stop websites from tracking your data or let them continue in exchange for incentives.
The software provides a solution to a problem that advertisers hate to discuss. Founder Sam Jones pitched it on Dragons’ Den and made a deal with Peter Jones and Touker Suleyman. As of 2025, Gener8 is worth £39 million. This is 65 times higher than the valuation on the show!
The Founders’ Background
Sam Jones is a serial entrepreneur from London. Before starting his business career, he got a bachelor’s degree in philosophy at Cardiff University. In 2009, Sam worked as a national media representative for Street Surfing.
Two years later, he launched his first company, 212 Promotions and co-founded Hit The Town, the following year. His early startups were short-lived, but his career at Red Bull wasn’t. Jones worked as a student brand manager and climbed the ranks to become a global brand manager.
Founding Gener8
With his extensive marketing experience, Jones knew the truth about the advertising industry tracking people’s data and online activity. He understood that some people didn’t like this, and wanted to give them a choice.
He developed Gener8, a free-to-use browser plugin that helps users take control of their information. The software has two modes: ‘Privacy Mode’, which completely stops sites from tracking, and ‘Earning Mode’, which rewards people if they allow data tracking.
Users can redeem their points for vouchers, products, and charity donations. The plugin was soft-launched in 2018. After two years, they acquired 30,000 active users.
Dragons’ Den Appearance
In 2021, Gener8 was growing quickly but needed to raise capital. Sam Jones knew that his company had the potential to crack a billion-dollar market. He appeared on season 18 of Dragons’ Den, seeking £60,000 for a 10% equity stake.
Sam’s introduction was flawless, and Touker Suleyman even called it one of the best pitches he had seen on the show. The young entrepreneur did well explaining how the software works and the business model.
A bidding war soon started. Touker, Peter Jones, Tej Lalvani and Deborah Meaden all wanted a piece of the action. After stepping away for a bit, the founder asked Peter and Touker to split £60,000 for 10%. Hands down, one of the best ever pitches on Dragons’ Den.
Success After Dragons’ Den
After the episode aired, Gener8 experienced a huge spike in website traffic. According to Sam, over 1.5 million people visited their website and over 500,000 people have downloaded the app.
The deal with the two Dragons closed, finally Touker’s office helped him get a deal! Free office space for a year in London was too good to turn down. Another funding round closed around July 2021 and Gener8 raised £2.1 million from celebrities including Harry Redknapp, Tinie Tempah and even Tej Lalvani.
In March 2023, Gener8 raised £5.1 million from the likes of Simon Clegg and Chris Gayle. This round valued the company at £30 million! In June 2024, the firm secured a £2 million investment, valuing it at £39 million.
The plugin can be downloaded from their website, Gener8ads.com, and is available on mobile for Android and iOS devices. As of mid-2021, the app was being downloaded every 10 seconds. The average user earns between £5 to £25 per month in rewards. According to Sam’s interview with Forbes in January 2024, they currently have around 890,000 users.
On the Google Play Store, it has an average rating of 4.4 stars from around 23,870 reviews. The company is rapidly expanding but hasn’t shared any recent revenue figures. Gener8 makes an estimated £1 million per year in revenue and takes a 20% cut from customers’ earnings.
