About Ayda

Ayda streamlines payouts to research respondents, saving up to 60 days a year for research companies, and increasing respondent retention.

Our team


Shifra Cook

Clare Jackson

Paul Bullivant


Richard Thornton

Hugh Chappell

Andrew Cook

Bernardus Vorster

Our ambition

Ayda has the ambition to be the digital payout solution of choice worldwide for companies supplying research services.

Providing value to research professionals and respondents

Ayda enables companies to reward research participants in real-time, while streamlining the underlying payments process.

Our customers love how Ayda streamlines and automates internal workflows for respondent payouts. By trusting Ayda to handle payment-related PII and GDPR, finance teams are released from the burden of disbursing payments, and our customers save up to 60 days a year.

Our customers are now able to offer a superior experience to research respondents, who love receiving payment in real-time, direct-to-bank or to a destination of their choice.

The Ayda story

In 2020, whilst running her research consultancy, Shifra Cook saw the outdated and inefficient way research respondents were paid. Paying incentives was anything from bank withdrawals and brown envelopes filled with cash, to sending physical vouchers or gift cards, to hours’ worth of payments being made by finance teams. Bank details even scribbled down on post-its or sent via email!  

And it was a bad experience for participants – unwanted vouchers or wondering when, if ever, they’d receive payment – and a time-consuming task fraught with risk that really cut into what the business had been hired to do: deliver high quality insights.  

In 2021, Shifra - an experienced entrepreneur, former researcher, and strategist – founded Ayda. Her aim was to significantly reduce the administrative inefficiencies often involved when conducting research by delivering a platform that automated these tasks.  

Ayda has grown quickly, with early customers including Firefish, Thinks Insight and Kokoro/ Zest Fieldwork. The platform now enables customers to hold GBP, EUR and USD wallets with the ability to make direct-to-bank payments to 52 countries, as well as offering 1500+ popular vouchers. We are proudly supported by a small network of angel investors.

The Ayda team

The Ayda team is led by Founder & CEO Shifra Cook, and includes talented experts with backgrounds in market research, finance, technology, product development, marketing and customer service.

Chief Finance & Operations Officer
Chief Technology Officer
Laura Lilienthal
Fractional Chief Marketing Officer
Susie Spencer
Digital Product Design Consultant
Customer Success Manager
CEO & Founder
UX Consultant
Senior Developer
Digital Marketing Manager


We're not currently recruiting, but check back to see when we are.

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