Smarkets is a London-based sports betting company founded in 2008, offering a web-based person-to-person prediction-based betting exchange platform with significantly better odds than traditional sports betting. The company operates two main products: the Smarkets exchange, a sophisticated betting exchange and prediction market platform, and SBK, an app that provides industry-disrupting odds by drawing prices from the exchange. Smarkets has processed billions of pounds in traded volume annually for over 200,000 customers. With a focus on transparency and fairness, Smarkets offers one of the industry's lowest margins of between 1-2% in total commission on trades, compared to the typical 15% in traditional sports betting. The company is known for its commitment to innovation, user-centered trading, and challenging the status quo in the betting industry.