GoHalves opens applications for co-marketing platform

GoHalves has opened applications for founding membership of a co-marketing platform for tech companies. The UK startup says the service will match non-competing brands with similar target audiences.

It is building a network of businesses that have already signalled they want to collaborate, aiming to streamline a process many marketers still manage through research, introductions, and cold outreach.

Members create a partner profile describing their business and the audiences they want to reach. GoHalves then identifies potential matches between companies whose audiences overlap but whose products do not directly compete.

Communication begins only if both sides accept a proposed match. The platform then uses AI to suggest a joint campaign and draft content in each company's existing brand voice, while both businesses can edit the material before agreeing to run it.

The launch targets an area of business marketing that has often remained informal despite growing pressure on customer acquisition. GoHalves is positioning its network as an alternative for companies seeking access to audiences developed by other brands without relying solely on paid advertising or outbound sales.

Industry figures cited by GoHalves highlight the appeal of that approach. According to Digiscoop, brands using partnerships report a 34% reduction in customer acquisition costs compared with those relying only on paid advertising.

Separate research from Gong, based on more than 28 million cold emails, found that the average sales representative needs to send 344 messages to secure one meeting. The data illustrates the challenge facing companies that still depend heavily on direct outbound contact to start commercial conversations.

Heshaam Hague, Founder, GoHalves, said many marketers already accept the case for co-marketing but struggle to make it work in practice. "A lot of the marketers I speak to agree co-marketing works, but so many aren't harnessing it for mutual benefit," Hague said.

He added that the search for suitable partners can be slow and uncertain. "You can spend weeks building a list of companies that may be a fit and still have no idea whether any of them want to hear from you or collaborate with your business," Hague said.

Membership model

GoHalves is assembling its initial pool of members before active matching starts. Businesses can join a waitlist and complete their profiles, with applications reviewed before they enter the matching pool.

Groups of compatible businesses will begin matching once enough companies have joined to create viable partnerships. In the early phase, the focus is less on immediate access and more on building a base of firms willing to share information about who they are and who they want to reach.

Hague said the setup is intended to avoid creating a passive directory. "We're not selling early access," he said. "It's important for companies to do the work that makes a marketplace like this function, which is to tell us who they are and who they want to reach."

He also outlined how the business sees the platform's role once the network is established. "Rather than building a directory, the interesting part for us is whether we can put the right companies in front of each other at the point when both actually want to do something together and see how the partnership can drive mutual growth and acceleration," Hague said.

Pricing plans

The startup's Pro membership is priced at £99 a month, while Enterprise membership costs £249 a month. It is also offering custom plans, and founding members will receive a 50% discount on Pro or Enterprise membership for 12 months.

GoHalves describes itself as a co-marketing matchmaking platform for tech brands. Its model centres on pairing companies that serve similar buyers without offering rival products, then supporting them through the planning of joint campaigns while leaving each side to track its own results.

The business is entering a crowded marketing software market, but its focus is narrower than that of many lead generation or campaign management tools. Instead of helping a single company buy reach, it is trying to formalise brand-to-brand collaboration as a repeatable channel, with matching rules and mutual consent built into the process.

For smaller and mid-sized technology companies, the appeal may lie in access to relevant audiences that would otherwise be expensive or difficult to reach. For GoHalves, the challenge will be whether enough businesses join with sufficiently clear profiles to make useful matches at scale.

Matching will begin when the first groups of compatible businesses reach the size needed to produce viable partnerships.