96. Sampl Technologies Ltd Sampl helps brands run sampling campaigns that reach genuine shoppers and are fully trackable, measuring full-funnel impact in real-time. Written by Helena Young Sponsored by Sage Published on January 12, 2026 About the Startups 100 Now in its 18th year, the Startups 100 is the definitive list of the most promising new UK businesses. There's no fee for entry or for inclusion in our index. The Startups team of new business experts judge all our top 100 entrants in collaboration with specialist industry consultants. See our guide to this year’s hottest new businesses and most exceptional founders in the complete 2026 Startups 100 index. Founders: Matt Huntly and Luca SpinellaYear founded: 2020Website: sampltech.comDuring the pandemic, Matt Huntly and Luca Spinella’s office-based sampling business stopped overnight. With shops and offices closed, they had to rethink how product sampling worked.For years, brands had been handing out samples as a tactic for building awareness of their products, but with no real way of knowing who received them (people with a genuine interest, or freebie hunters?), what they thought of the product, and whether they went on to become genuine customers.Huntly and Spinella had seen brands spend six-figure budgets on a sampling campaign, only to wait months for a report that offered little more than an unreliable snapshot of results.It felt obvious that sampling could be digitised. If they could capture first-party data from sample recipients and track the outcomes of the giveaway, brands could finally see how effective their campaigns truly were, and fine-tune their future approaches.Their business, Sampl, is the result. It’s a digital-first sampling platform that helps brands put products in the hands of the right people by sampling only to a qualified target audience, and then tracking the results in real-time. Every request is validated, every journey can be followed, and brands can see how many reviews, opt-ins and sales their campaign is creating. It’s the magic of sampling, made fully trackable.Since launching, the Brighton-based business has built an impressive roster of over 250 clients, including giants Estée Lauder, NIVEA, Clarins, Royal Canin, Tony’s Chocolonely, and Colgate. It has also forged partnerships with The Hut Group, O2 Priority, and GLAMOUR, to name just a few.In five years’ time, Huntly and Spinella’s aim is for Sampl be have become the world’s leading digital sampling platform. They plan to open offices in Europe and the US to support clients in those regions locally.View the full Startups 100 Index for 20261. Omnea2. HIVED3. MAGIC AI4. OXCCU5. Lightyear6. Neuranics 7. Hormona8. Burbank9. Better Dairy 10. Lenkie Technologies11. Userled12. Hoxton Farms13. Rensair14. PulpaTronics15. TradeKart16. 32Co17. Carmoola18. cheqd19. Sightline Analytics20. Adamo Foods21. Bold Bean Co22. Beams Renovation 23. Pan Galactic24. Capi Money25. Spotted Zebra26. ANTHROTEK 27. Unravel28. Perci Health29. Untap Health30. Hair Syrup31. Connect Earth 32. spacebands 33. Unfabled34. Lightning Reach35. STOCKED36. Embeddable37. XR Therapeutics38. Literal Labs39. Scooch40. Openr41. Fibe Limited42. Inicio AI43. Peachies44. Better Nature 45. Ctrl Alt46. Resting Reef47. Nila48. ROXFIT49. Finmile50. NavLive51. Volunteero52. Inntelo AI53. Zonova54. A&B Smart Materials55. Ethicronics56. Treeapp57. kennek58. Soil Benchmark59. Vox Aeris60. Asan Cup61. Nuuri62. Mindstone63. MYNDUP64. Enbiosis Biotechnology65. JUX Food66. Danu Robotics67. Wylde Market68. Air Aware Labs69. Mimicrete Ltd70. ALYVE71. Happl72. Living Things73. Grub Club Pets74. Mealia75. PetProov76. Lylo Products77. Chest78. ZIM Connections79. Uptime Labs80. Teal81. Zero Fintech82. Micro Thermal Energy 83. Kanjo 84. Merlin Cloud85. My Skin Feels86. Eleria87. Cashblack88. RevvedUp89. Cosysense90. SuperFi91. Loom92. Legacy Compass93. Meshed94. SWURF95. Main Squeeze96. Sampl Technologies97. Over the Moo98. Pioneering People99. Bikebook100. Recondition Share this post facebook twitter linkedin Tags 2026 Written by: Helena Young Deputy Editor Helena is Deputy Editor at Startups. She oversees all news and supporting content on Startups, and is also the author of the weekly Startups email newsletter, delivering must-know SME updates straight to their inbox. From interviewing Wetherspoon's boss Tim Martin to spotting data-led working from home trends, her insight has been featured by major trade publications including the ICAEW, and news outlets like the BBC, ITV News, Daily Express, and HuffPost UK. With a background in PR and marketing, Helena is particularly passionate about giving early-stage startups a platform to boost their brands. That's one reason she manages the Startups 100 Index, our annual ranking of new UK businesses. Sponsored by: Sage Startups 100 Index Sponsor 2026 Sage exists to knock down barriers so everyone can thrive, starting with the millions of Small and Mid-Sized Businesses served by us, our partners and accountants. Customers trust our finance, HR and payroll software to make work and money flow. By digitising business processes and relationships with customers, suppliers, employees, banks and governments, our digital network connects SMBs, removing friction and delivering insights. Knocking down barriers also means we use our time, technology and experience to tackle digital inequality, economic inequality and the climate crisis.