What is the Startups 100 Index?

If you have an interest in startups — maybe you run one, work in one, or want to start one — you will inevitably have come across the Startups 100 Index.

We’re the UK’s longest-running new business index. Each year, hundreds of startups pitch themselves via our online entry form. Those that show the most growth potential are handpicked by our judges and named ‘ones to watch’ in our annual ranking.

Naturally, new founders will have questions about how this works behind the scenes. How are we different from other awards? Are we yet another award that companies buy their way into? (On this last one, absolutely not, there are strictly no fees attached.)

This guide will help to put your mind at ease by explaining exactly why the Startups 100 Index began, how it works, and the legacy we have left so far.

The history of the Startups 100 Index

The Startups 100 Index first started way back in 2008 (when a young Levi Roots submitted his famous Reggae Reggae sauce to our judges).

Having launched just after the financial crash, at the time the business landscape looked eerily similar to how it does today; threatened by permacrisis and a looming recession.

Then, as now, UK startups were emerging from the catastrophe stronger, smarter, and more powerful. We were the first to set out to salute the resilient, game-changing startups who would come to exemplify the new era of UK business.

18 years later, that mission statement has never felt more pertinent. Post-Brexit, COVID, and crippling inflation, the UK economy is now starting the path to recovery. And we want to celebrate the future-facing ideas that are helping to take us out of it.

Who have we featured?

Even if you hadn’t heard of the Startups 100 Index before, you will have heard of our esteemed alumni. Since 2008, we’ve published a further seventeen indexes, giving an early platform to a huge variety of new businesses. These include:

• Deliveroo
• Monzo
• Revolut
• Brewdog
• HelloFresh
• notonthehighstreet.com
• Zoopla
• THIS™
• Ella’s Kitchen
• Flight Club
• + hundreds more

Why enter the Startups 100?

We’re willing to take a chance on startups that are still at the very earliest point of their growth journey. For many of our top 100, the winner’s profile they receive on our website might be the first piece of coverage they have. But it acts as a springboard to bigger things.

As well as prestigious recognition for young companies, the Startups 100 is a valuable resource for investors and potential customers. Alumni have told us that, as a result of appearing on the list, they have received:

• Increased investor interest
• Sales boosts
• Uplifts in social media followers
• Coverage from local and national media
• Partnership opportunities from fellow listees

How does the Startups 100 work?

Our entry process has always been a one-step online form that takes two to three hours to fill in, so you don’t need to worry about taking much time out from running your business to apply.

Businesses founded in the UK in the past five years can apply to be part of our index. We don’t discriminate by sector or founder experience; every entrant is judged on five categories:

• USP
• Innovation
• Market opportunity
• Industry recognition
• Funding earned 

Crucially, we are also completely free from start to finish. We have never charged entry fees, and we will not ask you to pay us money if your business is selected as part of the top 100. We’re about paying tribute to startups, not profiting from them.

All you need to do is fill in the form. Then, on the Startups 100 launch date in January, you can wake up early and check our homepage to see whether you can call yourself one of our top 100 businesses for the year ahead.

When is the next Startups 100 Index?

The deadline to enter the 2026 index was October 10 2025 at 5pm (BST). The Startups 100 Index for 2026 is now available to read. 

The next Startups 100 Index will go live in January 2027, and submissions will open around July 2026. To find out more, subscribe to our newsletter, follow us on social media, or drop us an email at su100@startups.co.uk.