87. Cashblack

Looking to help close the racial wealth gap, Cashblack helps customers discover Black-owned businesses to shop at, and rewards them with cashback when they do.

Founders: Matthew Addai, Jonathan Addai and Nicholas Addai
Year founded: 2020
Website: cashblack.com

During the pandemic, recession, and global anti-racism movement of 2020, one thing that really stood out to Matthew, Jonathan, and Nicholas Addai was the correlation between the lack of support for Black-owned businesses and the socioeconomic issues of racism.

But how could they help close the racial wealth gap? The brothers’ idea was to incentivise patronage in Black-owned businesses by having these businesses reinvest back into their patrons. As a result, Cashblack was launched.

Featuring in the Startups 100 Index for the second year in a row, Cashblack rewards shoppers with cashback when they shop at Black-owned businesses, turning everyday purchases into a way to build Black economic growth, while traditional cashback platforms focus purely on offering savings.

The business also drives exposure, traffic, and sales to Black founders through its affiliate marketing model, as well as the Cashblack A.F.R.O.B.O.T (Algorithm For Redirection Of Black-Owned Traffic). This is a browser extension that utilises AI to direct shoppers towards Black-owned alternatives to their usual online shops.

Innovatively, the business has also brought cashback rewards to in-person shopping with Cashblack Brick and Mortar, which uses open banking to track and reward purchases made in physical shops. This was launched in partnership with Camden Council and Camden Market, at an event celebrating Black-owned retailers that saw thousands of attendees.

Now, the brothers have formed strategic partnerships with global marketplaces and organisations that align with their mission to promote and support Black-owned businesses. It works with Amazon, eBay, and Etsy, where it hosts independent Black-owned vendors across multiple categories. It also partners with Deliveroo, Uber Eats, and Just Eat to feature Black-owned restaurants, takeaway providers, and grocery stores, driving better visibility and sales.

Next up, the brothers plan to build on the success of their UK model by expanding Cashblack internationally, starting with the US and select African and Caribbean markets. They also aim to grow deeper into fintech, developing tools that support the financial wellbeing of all people through smarter spending, saving, and community reinvestment.

View the full Startups 100 Index for 2026

1. Omnea
2. HIVED
3. MAGIC AI
4. OXCCU
5. Lightyear
6. Neuranics
7. Hormona
8. Burbank
9. Better Dairy
10. Lenkie Technologies
11. Userled
12. Hoxton Farms
13. Rensair
14. PulpaTronics
15. TradeKart
16. 32Co
17. Carmoola
18. cheqd
19. Currence
20. Adamo Foods
21. Bold Bean Co
22. Beams Renovation
23. Pan Galactic
24. Capi Money
25. Spotted Zebra
26. ANTHROTEK
27. Unravel
28. Perci Health
29. Untap Health
30. Hair Syrup
31. Connect Earth
32. spacebands
33. Unfabled
34. Lightning Reach
35. STOCKED
36. Embeddable
37. XR Therapeutics
38. Literal Labs
39. Scooch
40. Openr
41. Fibe Limited
42. Inicio AI
43. Peachies
44. Better Nature
45. Ctrl Alt
46. Resting Reef
47. Nila
48. ROXFIT
49. Finmile
50. NavLive
51. Volunteero
52. Inntelo AI
53. Zonova
54. A&B Smart Materials
55. Ethicronics
56. Treeapp
57. kennek
58. Soil Benchmark
59. Vox Aeris
60. Asan Cup
61. Nuuri
62. Mindstone
63. MYNDUP
64. Enbiosis Biotechnology
65. JUX Food
66. Danu Robotics
67. Wylde Market
68. Air Aware Labs
69. Mimicrete Ltd
70. ALYVE
71. Happl
72. Living Things
73. Grub Club Pets
74. Mealia
75. PetProov
76. Lylo Products
77. Chest
78. ZIM Connections
79. Uptime Labs
80. Teal
81. Zero Fintech
82. Micro Thermal Energy
83. Kanjo
84. Merlin Cloud
85. My Skin Feels
86. Eleria
87. Cashblack
88. RevvedUp
89. Cosysense
90. SuperFi
91. Loom
92. Legacy Compass
93. Meshed
94. SWURF
95. Main Squeeze
96. Sampl Technologies
97. Over the Moo
98. Pioneering People
99. Bikebook
100. Recondition

Written By

Helena Young Deputy Editor

Helena is Deputy Editor at Startups. She oversees all news and supporting content on Startups, and is also the author of the weekly Startups email newsletter, delivering must-know SME updates straight to their inbox.

From interviewing Wetherspoon’s boss Tim Martin to spotting data-led working from home trends, her insight has been featured by major trade publications including the ICAEW, and news outlets like the BBC, ITV News, Daily Express, and HuffPost UK.

With a background in PR and marketing, Helena is particularly passionate about giving early-stage startups a platform to boost their brands. That’s one reason she manages the Startups 100 Index, our annual ranking of new UK businesses.

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