Founded in 2020, Arwen exists to help teams manage the most human, and most high-stakes, part of social media: the comment section. We don’t do that by guessing or building in isolation. We do it by working closely with customers who deal with these challenges every day and building alongside them.
Built with customers managing performance, reputation and risk at scale. Designed for the real world.
The problem we're here to solve
We’ve seen this across thousands of campaigns, communities and high-pressure moments. They’re where trust is tested, objections surface, risks emerge, and opportunities appear—often in seconds. Yet for years, teams have been left with two bad options: ignore comments entirely, or manage them manually at scale. Neither works.
The result is burned-out teams, missed insight, damaged performance and unnecessary risk. And as social has scaled, the gap between what teams need and what tools offer has only grown wider.
Arwen was built to close that gap, not by replacing people, but by supporting them with clarity, speed, and judgement.
Our guiding principles
The way we build Arwen is shaped by a few core beliefs, tested and refined through years of working with customers in real-world environments.
They’re unfiltered feedback, early warning, and opportunity, as long as you can go beyond passive listening to act at speed.
Especially when brands, people, and safety are involved.
That’s why we prioritise clarity, restraint, and control—not just velocity.
They are the clearest signal you can get when building complex systems.
Not behind closed doors.
Managing social media is an intense, 24/7 job, and the strain on small social teams is huge. AI helps free up teams to focus on higher value work.
These shape our strategic and operational product decisions, ethics and trade-offs.
We believe software should make decisions easier, not harder.
Just because something can be automated doesn’t mean it should be.
We build best when we build alongside customers, not around them.
Performance means nothing if it comes at the cost of safety or credibility.
Technology should protect people, not replace or expose them.
These shape our day-to-day collaboration internally, with customers and partners.
We prioritise clear and honest communication within teams and with clients. By encouraging dialogue and asking the right questions, we enhance understanding and collaboration. We listen actively and provide constructive feedback.
We foster a culture of curiosity and adaptability. We embrace new ideas, surprise changes and different perspectives, taking calculated risks to explore innovative solutions. We encourage each other to think creatively and challenge the norm.
We thrive as a team, recognising that our shared success is more valuable than individual achievements. We actively support one another, sharing knowledge and resources to help everyone excel.
We focus on making meaningful progress. We embrace practicality in our decision-making, balancing thoroughness with efficiency to achieve results without unnecessary delays. It is my responsibility to know what is important and ensure that every decision we make and where we spend our energy is focused on moving those things forwards.
Customer-led approach
You can see this customer-led approach across everything Arwen does. Many of our product decisions come directly from live customer sessions, shared investigations and real campaign data.
Product
We built Arwen Signals because teams had "social listening fatigue" and asked for direction, not dashboards.
Product
We built Arwen Engage because clients told us that although speed matters, tone and accuracy matter more.
Product
We built Arwen Moderate because clients needed a solution that protects trust, and doesn't just silence conversation.
Product
We built Arwen Protect because customers' real-world risk situations demanded evidence, context and real-world action.
Platform
We built our core platform the way we did because different techniques offer different value: machine learning, AI, LLMs, even keywords.
Service
We set up our Community Management service because our client teams were often small and hard-pressed for time.
Features
We made Arwen enterprise-ready because all our clients need reporting, tailored filters, notifications and team management built-in.
Support
We made our service high touch because the reality of social media comments are that they are subject to rapid change and nuance requiring regular consultative support.
Arwen is used daily by teams managing performance, reputation, and risk at scale, across industries where mistakes are costly and judgement matters. These aren’t just customers. They’re partners who help shape where Arwen goes next.
Why we started Arwen
They’d watched teams drown in noise, miss early warning signs and struggle with high-stakes situations. They knew the power of then-emerging AI technology to revolutionise this. Yet they didn’t want to build another platform that added complexity or extracted value without accountability.
They wanted to build something that helped teams make calmer, better decisions, even when the pressure is on.
That goal hasn’t changed. Arwen now manages over 750 million followers globally. Along the way the product's evolved continuously, shaped by the customers who trust Arwen in moments that matter.
The founding team brings together experience across AI, product, service, security and enterprise software, shaped by seeing what breaks when scale meets pressure.
CEO
I started Arwen because I saw how toxic and unmanaged comment sections break trust, drain teams and erode brand value - even though social media should be a space for connection and opportunity. After years building tech for brands and watching teams struggle with noise and risk, I knew there had to be a better way. The outpouring of racism at the 2020 Euros spurred me to action. Arwen exists to give teams back their time and confidence, so they can focus on growth, not firefighting.
LinkedIn ⟶
CTO
My work in AI and cybersecurity taught me two things: machines are powerful, but context and nuance matter and unmanaged digital environments cause real harm. Caroline Flack's suicide was a tipping point for me. I co-founded Arwen to apply sophisticated AI in a way that protects people, brands and communities, without losing the human in the loop. Making social spaces safer and more respectful isn’t just a tech problem; it’s a moral one.
LinkedIn ⟶
COO
Building technology isn’t just about algorithms, it’s about solving real pain for real people. At Arwen, my focus has always been connecting what we build with what customers actually need, day in and day out. I remember when social media was a playground and didn't like the direction it was taking. I’m driven by ensuring we design and build products and services that not only scale, but also fit into people’s workflows, reducing burnout and amplifying impact and performance. When our customers feel supported, we know we’ve done our job.
LinkedIn ⟶If you care about improving social performance, building trust and protecting people—without burning out teams—you’ll feel at home with Arwen. We’re always learning. And we build best when we do it together. Let's talk.
Sales enquiries:sales@arwen.ai
Customer support:support@arwen.ai
All other enquiries:info@arwen.ai
UK +44 (0) 207 139 5083
US +1 833 318 5396
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