Language learning app Memrise uses thousands of short videos to bring languages to life and employs machine learning to help people learn them faster. It was founded in 2010 by Ben Whately, 37, and Ed Cooke, 36, and Greg Detre, 38, and adapts content to its 35m users’ ability as they advance. Cooke, who is chief executive, studied cognitive science and used to write a Mr Memory column in The Times, having been named a grandmaster of memory. He oversaw sales of £7.2m last year, when the Memrise app was selected by Google as “Best App Winner” in the 2017 Google Play awards. In June, the London-based firm raised $15.5m in a round led by Octopus Ventures and Korelya Capital, and is targeting sales of £100m by 2021.
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