Church Tech Company Gloo Pushes Forward After 438 Million in Losses

Gloo, a company that has spent years buying up church technology and Christian media brands, has reported $438 million in cumulative losses. Despite the red ink, company leadership says the long acquisition spree is about to pay off.

The Denver-based firm built its portfolio by snapping up tools churches use for communication, data analytics, and member engagement. Its brands include platforms that help congregations track attendance, send messages to members, and connect with people searching for faith communities online.

CEO Brad Wiseman told Christianity Today the company has reached a scale where its network effects become self-reinforcing. Churches that use one Gloo product tend to adopt others, and the data the company collects across its platforms gives it an advantage competitors cannot easily replicate.

Critics have questioned whether the church-tech market is large enough to support a company with Gloo's ambitions and burn rate. The average American congregation has fewer than 100 regular attendees, and many small churches operate on tight budgets with little room for subscription software.

Gloo has argued that its real value lies in connecting churches with people who are spiritually curious but not yet attending services. The company runs digital advertising campaigns that target people searching for meaning or going through life transitions, then routes those leads to local churches.

The company has not disclosed a timeline for profitability. Its backers include investors who have funded other faith-adjacent technology ventures. Church leaders who use Gloo products say the tools help them reach people they would not otherwise find, though some have raised questions about data privacy and the commercialization of pastoral relationships.