We prioritise humanness in organisations and individuals. We democratise access to increasing potential. We support and challenge individuals and organisations using transformative human relationships, disruptive AI insights and cutting-edge technology.

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Back in 2013, friends Brendan O’Hara and Kendal Parmar sat watching their teenage children on their phones. They wondered about the massive amounts of data the youngsters were entering into the devices, which was only going one way – into the hands of large organisations. Could this process become two-way?


Untapped was born out of this conversation. We are passionate about using data as a force for good. Expertly combined with meaningful human relationships, data from AI insights becomes a powerful tool to help build self-awareness and stimulate meaningful, sustainable change.

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Kendal trained as a clinical psychologist and is a business psychologist with 25 years’ experience of cultural, team and individual change.


As Director of People and Culture at British Airways she was responsible for driving change within its most profitable subsidiary, Air Miles.


Kendal created the “100 best companies to work for” methodology for The Sunday Times and this continues to underpin the many lists that exist today.

Brendan was a former Senior Vice President at JP Morgan in Equities Technology where he managed global teams creating high capacity systems handling huge volumes of data.


With over 20 years in technology in senior roles, Brendan’s passion is the effective and responsible use of AI.


A seasoned speaker on machine learning and how to use data for our own good, Brendan brings vast experience in scalable, efficient, resilient and secure technology coupled with a die-hard ethical approach to AI.


We believe that your data is yours. We’ll use it to help you learn about yourself through our advanced AI insights. The more you use our services, the more information we can give back to you. And it will always be stored safely. Complete confidentiality is crucial to our service. You are safe with us.


At Untapped we know the value of data and how important it is. We take great care of the data that customers entrust to us. Data security and protection of customer data is a top priority for us.


We meet and exceed the obligations set out in the EU General Data Protection Regulation (GDPR). We have a safety first approach when we collect, process, use and protect your personal data.