27. Unravel Unravel is the TikTok-flavoured marketing startup helping brands connect with buyers for a more engaging, video-first booking experience. Written by Helena Young Sponsored by Sage Published on January 12, 2026 About the Startups 100 Now in its 18th year, the Startups 100 is the definitive list of the most promising new UK businesses. There's no fee for entry or for inclusion in our index. The Startups team of new business experts judge all our top 100 entrants in collaboration with specialist industry consultants. See our guide to this year’s hottest new businesses and most exceptional founders in the complete 2026 Startups 100 index. Marketing Award Nominee To recognise the startups that demonstrate the most creative and effective method for building early-stage brand awareness. Go to award Founders: Vijay Anand, Abhimanyu Dasgupta, and Sunny SwetankYear founded: 2022Website: unravelapp.com Let’s face it, the days of consumers making purchase decisions after leafing through a waiting room magazine or seeing a bus stop ad are long gone. There’s a hard branding truth that all companies are going to have to accept: video is now king of the marketing castle.Stats show that Gen Z and millennials are predominantly making lifestyle decisions with the help of social media videos. But the team behind Unravel felt that lots of brands were missing this big marketing trick, by not properly utilising short-form video content to enthrall, and convert, the younger generation.However, with the help of Unravel, businesses now have the power to launch video-first lifestyle content by embedding Unravel’s Application Programming Interface (API), which drops a personalised video feed into their apps. This means banks, insurers, and airlines can show engaging video content to their customers, without having to create it themselves.To provide this content for clients, Unravel partners with travel influencers and content creators who make videos that buyers want to engage with.Importantly, Unravel’s videos support one-tap booking, bridging the gap between customer discovery and actual conversion with an AI-powered booking experience that makes it easy for customers to make purchases when they see something they like. In other words, Unravel helps brands to harness the power of TikTok buying habits.In 2025, Unravel closed a $7m Series A funding round led by Nauta, with participation from VCs and angel investors including The Players Fund, which counts cricket test captain Ben Stokes amongst its investors.Unravel’s highly engaging videos capture the attention of users, and its AI-powered instant bookings lead to higher conversions for brands. With Unravel already working with global clients including American Express and Emirates NBD, it’s no surprise that our judges also handed Unravel a nomination for the Startups 100 2026 Marketing award.Like the viewers of its wanderlust-capturing video feeds, this startup will go to some exciting places. And we can’t wait to watch it do it.View the full Startups 100 Index for 20261. Omnea2. HIVED3. MAGIC AI4. OXCCU5. Lightyear6. Neuranics 7. Hormona8. Burbank9. Better Dairy 10. Lenkie Technologies11. Userled12. Hoxton Farms13. Rensair14. PulpaTronics15. TradeKart16. 32Co17. Carmoola18. cheqd19. Sightline Analytics20. Adamo Foods21. Bold Bean Co22. Beams Renovation 23. Pan Galactic24. Capi Money25. Spotted Zebra26. ANTHROTEK 27. Unravel28. Perci Health29. Untap Health30. Hair Syrup31. Connect Earth 32. spacebands 33. Unfabled34. Lightning Reach35. STOCKED36. Embeddable37. XR Therapeutics38. Literal Labs39. Scooch40. Openr41. Fibe Limited42. Inicio AI43. Peachies44. Better Nature 45. Ctrl Alt46. Resting Reef47. Nila48. ROXFIT49. Finmile50. NavLive51. Volunteero52. Inntelo AI53. Zonova54. A&B Smart Materials55. Ethicronics56. Treeapp57. kennek58. Soil Benchmark59. Vox Aeris60. Asan Cup61. Nuuri62. Mindstone63. MYNDUP64. Enbiosis Biotechnology65. JUX Food66. Danu Robotics67. Wylde Market68. Air Aware Labs69. Mimicrete Ltd70. ALYVE71. Happl72. Living Things73. Grub Club Pets74. Mealia75. PetProov76. Lylo Products77. Chest78. ZIM Connections79. Uptime Labs80. Teal81. Zero Fintech82. Micro Thermal Energy 83. Kanjo 84. Merlin Cloud85. My Skin Feels86. Eleria87. Cashblack88. RevvedUp89. Cosysense90. SuperFi91. Loom92. Legacy Compass93. Meshed94. SWURF95. Main Squeeze96. Sampl Technologies97. Over the Moo98. Pioneering People99. Bikebook100. Recondition Share this post facebook twitter linkedin Tags 2026 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. Sponsored by: Sage Startups 100 Index Sponsor 2026 Sage exists to knock down barriers so everyone can thrive, starting with the millions of Small and Mid-Sized Businesses served by us, our partners and accountants. Customers trust our finance, HR and payroll software to make work and money flow. By digitising business processes and relationships with customers, suppliers, employees, banks and governments, our digital network connects SMBs, removing friction and delivering insights. Knocking down barriers also means we use our time, technology and experience to tackle digital inequality, economic inequality and the climate crisis.