Company case study
L2
L2 is a digital benchmarking firm that provides analytics on brand performance. It came up on My First Million, hosted by Sam Parr and Shaan Puri, in the episode "Asking Scott Galloway 10 Questions We’re Not Allowed To Ask (unfiltered)" (aired February 16, 2026).
At a glance
| Podcast | My First Million |
|---|---|
| Hosted by | Sam Parr and Shaan Puri |
| Episode | Asking Scott Galloway 10 Questions We’re Not Allowed To Ask (unfiltered) |
| Aired | February 16, 2026 |
| Revenue and traction | The business model was based on recurring revenue, selling for eight times revenues. |
| Category | Media |
Figures and claims are as told on the episode, summarized from the transcript. Check the date: they describe the company at the time it aired.
What the episode said
Asking Scott Galloway 10 Questions We’re Not Allowed To Ask (unfiltered) · aired February 16, 2026 · hosted by Sam Parr and Shaan Puri
Why it works
By using software and scraping tools to gather data, it helps brands understand their market position and improve strategies.
Founding story
Founded as a response to the need for data-driven insights in digital marketing.
The playbook
Utilizing technology for data analysis and providing actionable insights to clients.
Also mentioned
The speaker highlights his success in making the company appealing through engaging content, including YouTube videos.
Why this works now (our analysis)
Marketing directors at brands generating over $5M in online revenue seek precise analytics to enhance digital strategies. L2 utilizes web scraping tools to compile competitor data from social media and e-commerce platforms, providing actionable insights. Initially, the founder targeted marketing professionals through specialized forums like r/digital_marketing, gaining traction and early revenue. The business faces a risk from potential regulatory changes regarding data privacy that could impact scraping practices and data usage.