Be Applied
UK behavioral-science recruitment platform for debiased, structured, skills-based hiring; acquired by Phenom.
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About
Applied (legally Be Applied Ltd) is a London-based hiring platform founded in 2016 as the first spin-out from the UK's Behavioural Insights Team. Built on behavioral science, its ATS enables anonymized, skills-based and structured hiring designed to reduce bias and better predict job performance, with evidence-based cognitive and situational assessments. In February 2026 Philadelphia-based Phenom acquired Applied to add validated cognitive assessment to its skills-first hiring platform.
Leadership
founders · executives- Kate GlazebrookFounder
- Rich MarrFounder
- Theo FellgettFounder
Acquisitions
5 deals tracked- Sep 24, 2026
- Sep 24, 2026
- Sep 17, 2026
- Apr 28, 2026
- Feb 10, 2026
Recent moves
funding · M&A · launches- Oct 21, 2026
- Oct 14, 2026
- Sep 28, 2026
- Sep 14, 2026
- Sep 14, 2026
- Apr 28, 2026
Be Applied in the news
All news →Firstwork, an applied AI platform targeting frontline workforce hiring and operations, has raised a $15M Series A led by Earlybird Venture Capital, with participation from Legion VC, Deel Ventures, Gradient, and Y Combinator. The round signals continued investor appetite for AI-driven solutions addressing high-volume, frontline recruiting bottlenecks.
Sep 28, 2026Darwinbox Among the Top Two HCM Vendors Globally for Applied AI in the 2026 Gartner® Critical CapabilitiesDarwinbox says it ranks among the top two HCM vendors globally for Applied AI in the 2026 Gartner Critical Capabilities report — a positioning HR-tech buyers evaluating AI-enabled HCM platforms in Asia-Pacific and beyond may note, though the announcement originates from the vendor itself with no independent figures disclosed.
Sep 14, 2026Phenom Unveils Agenda for AI Day 2026, Its Annual Technical Showcase Behind Applied AI & Agents for HRPhenom has published the agenda for AI Day 2026, its annual technical showcase centered on applied AI and agentic capabilities for HR. The event underscores the vendor's continued investment in AI-driven hiring and talent tools, though specific product announcements or launch details have not been disclosed.
Sep 14, 2026Phenom Unveils Agenda for AI Day 2026, Its Annual Technical Showcase Behind Applied AI & Agents for HRPhenom has announced the agenda for its AI Day 2026 event, an annual technical showcase focused on applied AI and agentic tools for HR, according to the release. While the event signals continued vendor investment in AI-driven HR capabilities, the announcement lacks detail on specific product launches or funding developments.
Feb 10, 2026Philadelphia-based Phenom Acquires Be Applied to Scale Skills-First Hiring with Cognitive AIPhenom acquires Be Applied to embed adaptive cognitive assessments into its AI hiring platform. Enterprises can now validate skills at scale, reduce mis-hires (costing 30%+ of salary), and support skills-first hiring as…
Oct 22, 2026SAP, Workday, and ADP all bet on agentic AI — California just set the rulesThe platform giants are racing to deploy autonomous HR agents; California is already telling them where the lines are.
Be Applied — frequently asked questions
What does Be Applied do?
UK behavioral-science recruitment platform for debiased, structured, skills-based hiring; acquired by Phenom.
Where is Be Applied headquartered?
Be Applied is headquartered in London, United Kingdom.
When was Be Applied founded?
Be Applied was founded in 2016.
Who founded Be Applied?
Be Applied was founded by Kate Glazebrook, Rich Marr, Theo Fellgett.
How much funding has Be Applied raised?
Be Applied has raised $2M to date, per DHRMap records.
What kind of HR technology is Be Applied?
Be Applied is categorized under Recruiting, Assessments on DHRMap.
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