Traditional sports betting provides unfair margins for bettors, inflating margins by up to 15%. Smarkets offer the industry's lowest margin of between 1-2% in total commission on trades. Smarkets is now one of the largest exchanges in the world, powering billions of pounds (£) in trades every year for over 200,000 customers.

At its core, Smarkets is comprised of some of the finest financial and adtech engineers, researchers, scientists, PhDs and marketers. The company embraces a culture of "self-management," a corporate governance model that it credits with helping develop the company into one of the most profitable per capita in Europe.