Multi-award winning tech-for-good startup In Good Company, has won a five figure Innovate UK Fast Start grant to accelerate its development of cutting-edge AI and Machine Learning technology to help ethical ‘bricks-and-mortar’ businesses grow.
Since its launch in May, In Good Company’s consumer web-app has already helped nearly two thousand people find the best ethical, sustainable and socially-conscious businesses and experiences in their local areas.
The company now plans to harness AI and Machine Learning to discover insights and recommendations on where good businesses, including cafes, restaurants and shops, could improve their advertising, marketing and business performance.
By analysing mass consumer behaviour and similar businesses, ethical companies will be able to easily understand where they are over and underperforming and be provided with practical ways they can improve their footfall, marketing and digital outreach.
“There are so many incredible companies in the UK who are going above and beyond to deliver positive impact for people, planet and community. They are exactly the kind of businesses we need, but it’s incredibly tough for them right now. Technology, and especially new developments in AI and Machine Learning, can really help them grow, but smaller, purpose-driven businesses are missing out because they don’t have the time, skills and money. It’s our mission to change that and Innovate UK’s backing will take us one step closer to achieving that goal.” said Alex Birtles, In Good Company’s Co-Founder and CEO.
Described by assessors as an “exceptional project” with “great potential for socio-economic impact”, the £50,000 grant forms part of Innovate UK’s £30 million Creative Catalyst programme to support high potential businesses in the creative sector.
The In Good Company web-app only lists companies who are giving back to people, planet and community, over and above just making a profit. Thanks to partnerships with leading ethical accreditation and membership bodies like the Living Wage Foundation, Sustainable Restaurant Association and PlanetMark, users can clearly see what a business is doing to be good.
The web-app is aimed at the increasing number of people who want to support ethical and sustainable companies, but find it difficult to know where to look or who to trust. By making it easier for people to discover them, In Good Company will help ethical businesses grow.
In Good Company’s web-app is currently in Beta in London, ahead of a full public launch in September. People who are interested in signing up for early access can do so at ingoodcompany.org.uk
The female-founded startup has already been recognised for its promising potential, named one of five “most promising” businesses by Soho House in 2022 and honoured as a Top 100 Startup in the SantanderX UK Awards 2022. They were also a Hustle Awards 2023 Finalist for Early Stage Innovation.