The Filter Logo

The Filter is a machine learning company.

We use machine learning to help media businesses and online retailers understand and engage their customers. From some of the world’s largest companies to some of the most innovative, our clients share a focus on using our technology and approach to drive their business growth through applications like personalisation, recommendations and merchandising.  


The Filter has more than eight years’ experience of working with some of the world’s leading TV broadcasters and OTT platforms across their linear channels, catch-up and on-demand services.

We use machine learning to deliver:

  • Personalised recommendations
  • Content discovery
  • Marketing and promotions
  • Tailoring content to meet specific audience needs

All of which reduce churn, and increase engagement and revenue. Simple really.

Just a few of our clients:  

BT Sport


The Filter uses machine learning to put the right products in front of the right customers on your website. We integrate with your ecommerce platform to:

  • Dynamically build personalised web pages in real time
  • Offer one-to-one personalisation throughout your site
  • Deliver intelligent online merchandising
  • Customer journey optimisation
  • Product and content recommendations

All of which drive relevance, conversion and revenue. Simple really. 

Just a few of our clients:


The team at The Filter come from a wide variety of backgrounds and we pride ourselves on our diversity. More than 40% of our team are women (not bad for a software company!). We’ve got PhDs and Computer Science masters working alongside people with years of experience in the media and online retail sectors. Our study backgrounds include machine learning, languages (both foreign and computer), psychology, digital marketing and business. It’s this diversity and experience that makes our work stand out.

Board and Investors

Neil Morris
Neil joined The Filter in 2018 to drive forward the company’s focus on media and online retail sectors, ensuring our machine learning capability drives tangible business performance improvements for our clients. With significant experience at board level in both sectors, Neil is an experienced CEO, focused on using machine learning to drive competitive advantage, deliver sales and support customer loyalty.
Neil Andrassy
With almost 20 years' experience designing and building scalable scientific and engineering software solutions, Neil guides and mentors The Filter’s technical teams and manages the roadmap for our unique big data platform, underpinning our powerful machine learning capability.
Peter Gabriel
Peter is much more than a global music legend. He divides his time and energy between his music, humanitarian projects, business investments and his family.
Peter became an investor and advisor to The Filter in 2006 bringing with him a clear vision of a need for smart filters to help us make sense of a world with too many choices. Working with Peter is inspiring – his passion and creativity help drive and motivate the team here at The Filter.
Mike Large
Non-Executive Director
Mike joined Peter Gabriel’s Real World in 1986 as its first employee and has been closely involved in its expansion to the Real World Group of entertainment companies. Mike was co-founder of the white-label music service company OD2 (On Demand Distribution) with Peter Gabriel and sat on the Board of the online streaming service We7, which was sold to Tesco in 2012. In 2005, Mike led the acquisition of Solid State Logic for Peter, and a year later joined the Board of The Filter.
Martin Hopkins
Non-Executive Director
Martin Hopkins co-founded The Filter in 2005. He served as CTO until 2012, during which time he pioneered many of our ground-breaking services in media. Since 2012 he has been a non-exec member of our board. Martin has over 25 years’ experience in the software industry, with a focus on exploiting emerging technologies. He co-founded Tertio and grew the business 10 years up to its 1999 sale. He is also non-Exec Director at online retailer Turnbull & Co.
Parminder Singh
Following the successful sale of the Silver Software Group of companies he founded in 1995, Parminder along with his business partners has been focused on investments in technology businesses, real estate and tech agriculture. Alongside The Filter, Parminder is an advisor to the board of a number of businesses in the UK and India.

Working at The Filter

Working here means supporting some of the most exciting companies in the world. Our clients are media companies and online retailers worldwide. So as well as our UK office in Bath, we’re opening an office in LA to service US clients, and have further clients in Australia and Europe.

We have three overriding values here at The Filter:

  • Purpose – we care passionately about what we do – helping large media organisations get closer to their customers and supporting online retailers to directly address individuals’ tastes and needs.
  • Autonomy – we work in virtual teams, formed around individual client needs and drawing on the specialist skills needed to deliver each project or service.
  • Mastery – we’re constantly developing our skills and expertise to remain at the leading edge of machine learning as applied to media and retail sectors.

Address: The Guild, High Street, Bath, BA1 5EB, UK

Phone: +44 (0)1225 588001