Sam Jones, an ambitious entrepreneur from Poole, has unveiled the incredible success of his company, Gener8, which is now valued at $50 million. The breakthrough came after two investments on the BBC’s Dragons’ Den in 2021, plus a surprise third investment secured off-camera.
When Sam first pitched his idea in 2021, he sought £60,000 for 10% equity. However, the impact of his pitch rippled far beyond the studio. Within just 48 hours of the episode airing, he raised an astonishing £2,000,000 from various investors.
Prior to launching Gener8, Sam worked at Red Bull, where he uncovered what he calls a “crazy open secret” in the advertising industry. Recognizing that people will eventually demand control over how their personal data is tracked and used, Sam set out to create a technology solution that empowers users to either protect their data or earn from it.
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Gener8 began as a free web platform that allowed users to either keep their data private or earn rewards—and has now evolved into a popular app with over one million downloads. Founded in 2018, the business caught the attention of Dragons’ Den producers, who invited Sam to pitch on the show despite his initial reservations about facing the Dragons’ tough scrutiny.
Sam ultimately secured investments from Dragons Touker Suleyman and Peter Jones after receiving four offers, including bids from Deborah Meaden and Tej Lalvani. The pitch was widely praised: Touker described it as “one of the best I’ve ever heard,” while Peter called Gener8 “a movement.” Sara Davies, who didn’t invest due to lack of tech experience, called the pitch “outstanding,” and Touker even offered Sam free office space to sweeten the deal.
The real momentum began once the episode aired. Sam’s pitch went viral on social media channels, accumulating millions of views on Facebook and LinkedIn. Following a joint BBC Breakfast appearance, Tej Lalvani reversed his original stance and joined as an investor, offering £300,000.
The high-profile backing didn’t stop there. Celebrities like football legend Harry Redknapp, rapper Tinie Tempah, and cricket star Chris Gayle also invested in Gener8. Tinie Tempah personally reached out to Sam via Instagram, and the two now collaborate at major speaking events. Harry Redknapp, connected by their mutual hometown of Poole, expressed enthusiasm for the company despite not being a tech expert.
With Gener8 already launched in the US, Sam remains ambitious. “This is just the beginning. We’re aiming to build a billion-dollar business,” he says. After achieving a 500% revenue increase this year, he envisions Gener8 becoming a tech unicorn that radically changes how people manage and profit from their data.