Church Software Transparency

Gloo is not private equity — it's something different: a publicly traded data and platform company that has quietly become the commercial infrastructure layer underneath much of American evangelical Christianity. Understanding Gloo is essential to the full picture of who controls church technology.

What Gloo Actually Does

Gloo's mission language is "connecting the faith ecosystem" and "human flourishing." Their actual core product is behavioral data targeting — they maintain profiles on approximately 245 million Americans and sell churches the ability to run targeted digital ad campaigns at people showing behavioral signals of life crises: divorce, addiction, grief, depression, and financial stress.

Documented example (Wall Street Journal, Dec 2021): Gloo acquired a list of 30,000 divorced couples, identified their behavioral patterns, then extrapolated a targeting list of 33 million married Americans showing similar signals — which churches could buy ads against.

Acquisitions: Building a Faith-Tech Empire

🚩 Cambridge Analytica Allegations

A documentary ("People You May Know") alleged that Gloo worked with Cambridge Analytica — the firm at the center of the Facebook data scandal — to build a platform allowing churches and right-wing political groups to target vulnerable individuals experiencing mental health crises. Gloo denied the allegations, calling the film a "conspiracy theory."

The documentary also alleged ties between Gloo, the Koch brothers, and a strategy to recruit and "weaponize" people facing personal crises for conservative political purposes.

"He Gets Us" — Data Behind the Ads

Gloo provided the digital infrastructure behind the multi-hundred-million-dollar "He Gets Us" Jesus advertising campaign. Critics raised concerns that people who responded to ads and provided their contact information were being funneled into Gloo's data system and connected to subscribing churches — without those respondents knowing it was happening.

Metro Voice News explicitly characterized Gloo as a "data mining company" when reporting on its acquisitions.

Leadership Note

In March 2025, Gloo appointed Pat Gelsinger — former CEO of Intel and VMware — as Executive Chair and Head of Technology, signaling serious ambitions in the AI and enterprise technology space.

Post-IPO Financial Reality (as of March 2026)

Gloo's stock has fallen approximately 49% from its $8 IPO price to ~$4.86 — reflecting investor concerns about high operating losses despite aggressive revenue growth. Q3 FY2025 revenue was $32.6 million (up 432% YoY, largely from the Masterworks acquisition). Executives cut their salaries to $1/year for FY2026 as a cost discipline signal.

FY2026 revenue guidance: exceeds $185 million. The company is growing fast but not yet profitable.

🔍 Verification Process

Claims were cross-referenced across multiple sources. Where discrepancies were found, corrections were made and noted inline. All sources are linked directly within the document for independent verification.