We love what we do, and we do it with integrity.
A small, distributed team of analysts, engineers and traders who have spent 17+ years studying one game. We celebrate being part of something specialised, respect our people and our clients, and prize rigour over noise.
What we believe in
Football is emotional. Our work cannot be. These are the principles that keep us honest when the pressure of a matchday arrives.
Evidence first
Every selection is backed by a model output and a reason we can write down. If we cannot explain why a price is wrong, we do not take it.
Integrity and humility
We publish our settled results to clients exactly as they happened. Losing weeks are part of the business and we say so plainly.
Innovation and critical thought
Models decay. We constantly test new data sources and challenge our own assumptions so that we stay ahead of a fast-moving market.
Respect for our people
We are intelligent, inquisitive and supportive of each other. Good ideas win regardless of who proposes them.
Independence
We are not a bookmaker and we do not sell traffic to one. Our only incentive is for our clients' positions to be priced correctly.
Online by design
Fully remote since day one. No office means lower costs for our clients and access to talent wherever it lives.
Built on 17 years of tracked results
Soccer Advise has been operating entirely online since April 2009. We did not set out to build a model shop; we set out to find out who could actually beat the market.
- April 2009A marketplace for tipsters
We launched as a platform where independent football tipsters published selections to a verified, timestamped record and followers could judge them on results rather than claims.
- The marketplace yearsLearning what an edge looks like
Across thousands of tipsters and many seasons we saw the same pattern: a small minority produced a repeatable edge, and the rest regressed to the market. Their methods became our research agenda.
- The pivotBuilding our own models and desk
We moved from hosting other people's picks to producing our own, pairing statistical models with a disciplined execution desk and a ledger-based client platform.
- TodayAnalytics and advisory, fully online
A remote team delivering data, predictions, execution and reporting to private clients - the same operating model as the large football analytics houses, without the building.
Our pitch is wherever the data is
Some firms lead with a canal-side headquarters. We lead with a secure online platform and a team spread across time zones so that someone is always awake when the market moves.
- Follow-the-sun coverage
European evening kick-offs, South American nights and Asian afternoons all fall inside someone's working day.
- Lower overheads, lower fees
No rent, no canteen, no gym to maintain. Savings flow straight into research and our clients' service charges.
- Everything on the record
Positions, balances and settlements live in one online ledger that clients can inspect at any time - no spreadsheets by email.
- Secure by default
Client access uses Google sign-in with an allow-list; nothing is shared over chat apps or public links.
Want to know how we would work with you?
We take on a limited number of private clients each season.