Steve Phillips

Co-Founder, Executive Chair and Chief Innovation Officer Zappi

Last Reviewed: September 26, 2026

Executive Summary

Steve Phillips co-founded Zappi, the consumer insights platform that began in London as ZappiStore. He is its Executive Chair and Chief Innovation Officer. He ran the company as chief executive for more than a decade. In October 2024 he handed the CEO role to Aaron Kechley, an American SaaS operator, and moved into a role focused on AI and product, working with Zappi’s global product and engineering teams. By the company’s own account, Zappi serves more than 350 brands, among them PepsiCo, McDonald’s, Mars and Heineken. Before Zappi he spent his career in market research agencies.

Career Highlights

• Co-founder of Zappi, originally ZappiStore. He has been a director of Zappistore Limited since it was incorporated in August 2012.
• Chief executive until 1 October 2024, when Aaron Kechley was appointed CEO and Phillips became Executive Chair and Chief Innovation Officer.
• Led research teams at Tonic Insight, Tuned In Research and Spring Research before founding Zappi, and was a partner at MESH Planning.
• Chairs the Market Research Society’s Sustainability Council, according to Zappi.
• Recognised by ESOMAR, the Market Research Society and the Advertising Research Foundation for leadership and innovation in market research, according to Zappi.
• A founding member of the Supper Club, a London-based organisation for entrepreneurs.

Professional Journey

Phillips built his career in market research agencies. Zappi’s biography says he led research teams at Tonic Insight, Tuned In Research and Spring Research, and the industry news service MRWeb reports that he was a partner at MESH Planning. According to Zappi, he has lived and worked on four continents.

Zappistore Limited was incorporated in London on 20 August 2012, with Phillips among its first directors. The trade publication Research Live names Dave Birch and Brendon McLean as his co-founders; Birch served as a director until January 2024, and McLean is now Zappi’s chief technology officer. Zappi says he founded it with the mission of “revolutionizing market research to empower brands with consumer insights that inspire and validate their ideas.” ZappiStore later became Zappi. MRWeb reported that it raised $170 million in growth capital led by Sumeru Equity Partners in December 2022, and that by 2024 it employed more than 300 people in more than 13 countries.

Phillips led the company as CEO until 1 October 2024. That day Zappi announced Aaron Kechley as chief executive. Kechley had previously been president of Inmar Intelligence and had led dataxu’s transition from managed service to self-service. Phillips became Executive Chair and Chief Innovation Officer. “I have the utmost confidence that Aaron Kechley is the best person to lead us into the future,” he said. “I am excited to partner with Aaron in my new role to continue developing cutting-edge technology that helps our customers bring the voice of consumers into every strategic decision.”

In his current role he works with Zappi’s product and engineering teams, with a focus on applying AI to consumer insights. He is also active in the research industry: Zappi says he chairs the Market Research Society’s Sustainability Council and speaks regularly at industry events. He is a founding member of the Supper Club, a London network for entrepreneurs. Outside work, Zappi says, he plays cricket and reads history.

Education

No record of his education was found in any source reviewed.