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Tech-for-Good startup, In Good Company, plans to use AI to boost ethical businesses’ market reach, following Innovate UK backing

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

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. 

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  Notes to Editors  About In Good Company  In Good Company is a purpose-driven, female-founded UK tech startup on a mission to empower the flourishing good business sector. Our platform simplifies the search for ethical, sustainable, and socially-conscious businesses near you. Verified by experts like the Living Wage Foundation and Sustainable Restaurant Association, and curated by us, you can explore companies making a positive impact on people, planet, or community, all in one place.  Ethical businesses show a better path, giving back beyond profit, protecting the planet and fostering social cohesion amid growing divisions. In Good Company was founded out of frustration with the difficulty of finding such businesses in real life, despite growing online solutions. We aim to bridge this gap, offering a platform that guides experience-seekers who value the planet, society and authentic connections. In Good Company has been recognized 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. We were also a Hustle Awards 2023 Finalist for Early Stage Innovation, and our Co-Founder and CEO Alex Birtles was twice named this year as a top 100 Female Entrepreneur, by Small Business Britain’s f;entrepreneurs campaign and Pioneers Post and Natwest’s Women in Social Enterprise list.  Instagram | Twitter |  Contact:  Co-Founder and CEO Alex is available to provide further comment and be contacted by investors and funds interested in current or future investment. Alexandra Birtles, Co-Founder and CEO – [email protected] / 07984646959  About Innovate UK Innovate UK, part of UK Research and Innovation, is creating a better future by inspiring, involving and investing in businesses developing life-changing innovations. We provide targeted sectors with expertise, facilities and funding to test, demonstrate and evolve their ideas, driving UK productivity and economic growth. Join our network and communities of innovators to realise the potential of your ideas and accelerate business growth. Innovate UK: inspiring business innovation.  Contact:  Email [email protected] or phone 01793 234 136

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