Atom transfer radical polymerization (ATRP) is a powerful technique for the controlled synthesis of polymers, and one of the most important ATRP characteristics is the possibility to produce functionalized polymers. 2,2,2-Tribromoethanol appears as a promising initiator for the ATRP process, because it allows the production of polymers with end hydroxyl groups, making it easy for copolymerization with biomonomers. This article explores, in experimental and computational level, the styrene ATRP using 2,2,2-tribromoethanol to understand how this new initiator behaves, and presents a powerful tool to predict the polymer properties for different operating conditions. Simulations and experimental results showed that polymers with high molecular weight and low PDI can be simultaneously obtained using 2,2,2-tribromoethanol as initiator. For all operational conditions, the reaction was fast and polydispersity values kept lower than 1.4, confirming the "living"/controlled characteristic. The polymers produced contain hydroxyl as functional group and in some operating conditions, PDI values of 1.1 was obtained, even at high monomer conversion. (C) 2015 Society of Plastics Engineers