2024 Startups 100 | Diversity, Equity, and Inclusion (DEI) shortlist and award winner

WINNER – WeWALK

Juggling a cane, smartphone, and suitcase at the airport, WeWALK co-founder Kursat Ceylan – who was born blind – tripped and fell over a pole. He realised that technology had advanced so much, yet the traditional white cane for the visually impaired was unchanged.

That epiphany sparked the birth of WEWALK. Its product, launched in 2019, is a tech-enabled cane that pairs with a smartphone app to make navigation easier, safer, and more accessible for the visually impaired.

WEWALK’s smart cane goes beyond the limitations of a traditional white cane, detecting above-ground obstacles that a typical cane misses. It provides voice navigation prompts, keeps users updated on bus and train timings, and even has an exploration mode that announces nearby points of interest like restaurants.

Named Amazon’s Startup of the Year and a TIME Best Invention, WeWALK exemplifies the Tech for Good ethos. Putting the ‘E’ in DEI, it has also launched a fundraising campaign to provide canes to those who cannot afford advanced hardware.

What did Danielle Bowman have to say? 

“WeWALK’s mission to develop technologies for the full and equal participation of more than 250 million visually impaired people worldwide in social life is incredible,” Bowman enthuses.

“It has not only shown a commitment to DEI in its product but also in building a team and company that is inclusive of both sighted and blind members, and impressive testimonials showing a clear impact on people’s quality of life. An admirable mission.”

SHORTLISTED – Frobelles

Frobelles all began with a simple question from a six-year-old Alyssa, who couldn’t find a single game character with Afro hair like hers. Sparked by this realisation, she and her Mum set out to create a gaming experience that celebrated the beauty and diversity of Afro hair.

Frobelles is a celebration of Afro hair and a platform for kids to express their unique identities. Coco, Kelli, and Krista, the game’s virtual fashionistas, sport stunning Afro hairstyles that can be styled in a variety of ways, from puffy twists to intricate braids.

But at 100,000 downloads, Frobelles isn’t just a game; it’s a thriving community where empowerment and sisterhood reign. Now 11 years old, Alyssa (who we also nominated for our Young Entrepreneur award) and her Mum are inspiring kids worldwide.

Bowman picks out Alyssa’s involvement as key to the brand’s DEI aspirations. “Frobelle’s is a great mission in trying to tackle the lack of inclusion in the gaming industry when it comes to Black female representation. In having Alyssa involved, they can create authentic content that is valuable to their target audience,” she assesses.

SHORTLISTED – Postpartum Plan Ltd.

Balancing both parenthood and a demanding career can feel like a high-wire act without a net. In fact, 75% of parents report feeling overwhelmed and stressed when returning to work after childbirth. That’s where Postpartum Plan comes in.

Offering a virtual village of support for new parents, Postpartum Plan is the first of its kind to extend its services and resources to all, regardless of birthing status. Whether you’re a birthing parent, non-birthing parent, or embarking on the journey of adoption or surrogacy, the startup ensures that everyone’s needs are met.

Unlike other employee benefits that often focus on equality, Postpartum Plan prioritises equity. It provides five pillars of postpartum support, tailoring the experience to each parent’s unique needs, not the dictates of society.

Bowman evaluates Postpartum Plan as a “really great mission with clear objectives to tackle a problem that many do not talk about or that often gets forgotten.” She applauds the brand for its measures to remain inclusive for all parents.

SHORTLISTED – Propelle

In the UK, women retire with 40% less than their male counterparts. That’s not just a statistic; it’s a reality that’s holding women back from financial independence. Enter Propelle, a mission-driven fintech startup determined to close the gender wealth gap.

Founder Ayesha Ofori, a former Goldman Sachs banker, left the corporate world behind, feeling unfulfilled by the pursuit of wealth for the already wealthy. She knew there was a better way to use her expertise, one that could make a real difference in the lives of women.

Born out of this conviction, Propelle is revolutionising the investment landscape, breaking down barriers that have traditionally kept women from gaining full financial control. In one year, it has developed a thriving beta platform with 6,000+ sign ups, helping women employees take charge of their finances at major organisations like Google and GiffGaff.

Bowman commends Propelle’s “admirable mission in helping to close the gender pay and wealth gap.” She especially praises the firm’s supporting DEI materials, such as its company principles, for demonstrating “that the product is effective and aligns with their DEI values.”

SHORTLISTED – UNDO Carbon

Green giant UNDO Carbon uses revolutionary enhanced rock weathering technology to dramatically accelerate the process of carbon capture. But UNDO is not just about saving the planet. It is also about empowering people.

Recruitment is a key area of focus for UNDO’s DEI efforts. It employs an internal tool to track hiring and train managers on unconscious biases, and also works with recruiters who specialise in finding diverse candidates – one reason it now has 40% women in leadership positions against a tech average of 28%.

Working in communities across the mining and farming industries, UNDO puts relationships first. Local farmers often operate on thin margins, so UNDO provides them with free, nutrient-rich silicate rock to spread on the land. It also hires locally, and is committed to giving rural farming communities a say in how its projects are designed and implemented.

“The mission is great in trying to reduce CO2 and make our planet habitable,” Bowman praises. “Commitment to helping the local communities they work with suggests UNDO is trying to create a more equitable future for workers. Its gender diversity is also impressive.”

SHORTLISTED – Zero Gravity

Growing up in West Yorkshire in a single-parent family, Joe Seddon experienced firsthand the challenges faced by individuals from low-opportunity backgrounds. Inspired, he set out to start Zero Gravity, a tech startup that’s rewriting the rules of social mobility.

Zero Gravity is a launchpad for top-performing students in disadvantaged areas, providing mentoring, masterclasses, and scholarships to propel them into top universities and careers. Via strategic partnerships with corporations like HSBC, it has harnessed technology to pair students with graduate mentors, skyrocketing their chances of securing work placements.

Having already partnered with over 500 state schools, Zero Gravity captures a significant 20% market share. In just three years, it is already leading the movement to prove that with the right support, anyone can achieve greatness.

“Zero Gravity is tackling a systemic problem that needs addressing,” Bowman assesses. “It’s a brilliant mission that affects a wide group of people from all walks of life.” Her conclusion? “Zero Gravity is a business with a far-reaching impact and data to back it up.”