We're here to make social media more social.

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

Comments are where social media becomes real.

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.

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.

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.

PRODUCT

Signals

We built Arwen Signals because teams had "social listening fatigue" and asked for direction, not dashboards.

PRODUCT

Engage

We built Arwen Engage because clients told us that although speed matters, tone and accuracy matter more.

PRODUCT

Moderate

We built Arwen Moderate because clients needed a solution that protects trust, and doesn't just silence conversation.

PRODUCT

Protect

We built Arwen Protect because customers' real-world risk situations demanded evidence, context and real-world action.

PLATFORM

Integrated AI

We built our core platform the way we did because different techniques offer different value: machine learning, AI, LLMs, even keywords.

SERVICE

Community Management

We set up our Community Management service because our client teams were often small and hard-pressed for time.

FEATURES

Enterprise-Ready

We made Arwen enterprise-ready because all our clients need reporting, tailored filters, notifications and team management built-in.

SUPPORT

High Touch

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.

WHY WE STARTED ARWEN

Meet our founders

Arwen was founded by people who'd seen what happens when scale, speed and social pressure collide without the right tools or support.

They’d watched teams drown in noise, miss early warning signs and struggle with high-stakes situation. 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.

CEO

Matt McGrory

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.

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CTO

Dr David Cole

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.

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COO

Joel Bailey

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.

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Scalable

Blending proprietary algorithms with leading models for peak scalability.

Secure

ISO 27001 and Cyberessentials certified.

LLMs

that can comprehend and generate data at hyperspeed.

Conversational AI

that can simulate human conversation.

Ethical AI

that emphasizes fairness, accountability and transparency.

Does this way of thinking resonate?

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.

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We're here to make social media more social.

Built with customers managing performance, reputation and risk at scale. Designed for the real world.

Comments are where social media becomes real.

What we believe

Comments aren't noise

Automation should reduce pressure, not remove responsibility

Speed without judgement is dangerous

Customers are not edge cases

The best products are built in partnership

AI provides revolutionary potential

How we think

Clarity over complexity

Responsibility over automation theatre

Partnership over transactions

Trust over short-term gains

Humans at the centre

How we work

Communicate openly

Own it

Collaborate

Be pragmatic

How this shows up in our products and services

Signals

Engage

Moderate

Protect

Integrated AI

Community Management

Enterprise-Ready

High Touch

Trusted by brands operating in high-stakes environments

Meet our founders

Arwen was founded by people who'd seen what happens when scale, speed and social pressure collide without the right tools or support.

The founding team brings together experience across AI, product, service, security and enterprise software, shaped by seeing what breaks when scale meets pressure.

Matt McGrory

Dr David Cole

Joel Bailey

Trusted by the world's most innovative businesses

Building strong foundations

Scalable

Secure

The continuous pursuit of better

LLMs

Conversational AI

Ethical AI

Does this way of thinking resonate?

Contact us