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Plusnet Pioneers

Katie Massie-Taylor and Sarah Hesz

Co-founders of Mush

Katie Massie-Taylor and Sarah Hesz first met on a cold wet morning on a playground. After exchanging numbers, the pair soon realised how many other new mums struggled with feelings of isolation and loneliness.

Taking inspiration from dating apps such as Tinder, they spent a year creating an app that would help mums to chat and meet up with like-minded mums who have kids of the same age. Mush was born. Users can see each other’s photos and interests, group chat and now have conversations around everything mum-related in their neighbourhood.

Katie, a former equity derivatives broker, and Sarah, a former advertising executive, raised an initial £250,000 to help get the business off the ground before closing a £1m round (including crowdfunding on Crowdcube) in November 2016. They are now closing their third round of investment.

The app was such a success that it has won support from mental health charity Heads Together and partnered with NCT – one of the largest charities in the UK for parents.

With hundreds of thousands of users across the UK and Australia, the company launched its first ever Mush Mum Marketing Massive (The 4Ms), which recruits Mush users in cities across the country to promote the app through posters, flyers, social media, and local press over a three-week period. The 4Ms is now on its seventh cohort.