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At a glance

emma AI is redefining care through AI by automating care management providing care without the heavy management cost.

• Daily care visit data captured through voice to provide predictive and preventative care through using workflows.

• Emma verticals: Emma Generate, Emma Analytics and Emma Core. Emma saves on average 8 hours per workflow.

Quick fire details

• Headquarters: London, UK

• Employee count: 4

• Business model: Recurring SaaS model

• Backed by: No investors yet

• S/EIS: Applying but not confirmed yet

• Funding amount: £2m pre-seed (bootsrapped so far)

The founders

• Cofounder, George Parry: AI specialist with published AI research on

  modelling human emotion. Previously drove 2.5x revenue growth in 2

  years at a tech strategy firm serving Palantir, Microsoft and AWS.

• Cofounder, Charles Cross: Combined 8 years owning 3 Social Care

  businesses with annual revenue growth from £800k to £10m (2018 to 2024). Care Group employee growth from 27 employees to 250 employees (2018 to 2025). Innovation Fellow at Mid and South Essex Integrated Care System - NHS.

The market

• The UK and US population over 65 is currently 70m with it climbing to 92m by 2040 with both markets combined being valued at around £80B.

This startup is solving two key problem:

• “The Social Care system in this country is failing. Despite an ageing population, access to publicly funded adult social care has fallen.” Wes Streeting, Health Secretary, UK Labour Government (2025)

• The current standard is that data is the defensibility. Tech companies have no incentive to cooperate as they are just a data house. Social Care organisations are desperate for interoperable systems.

Traction metrics

• 100% of care professionals want to continue to use Emma Generate.

• £240,000 ARR bootstrapped.

• Launched with National Care Organisations such as Salutem Care and Education and Shine Partnerships.

• A large sales pipeline for enterprise care organisations with Emma being the leading provider of AI first operations within Social Care.

• Currently serving 3,400 employees with 24,000 employees in companies that are in the sales process. (There are 18,500 adult social care providers in the UK)

Competitive landscape

• Birdie, Log my care, Care Line Live. The current landscape of tech in Social Care has led to feature convergence across Care Management and HR.

  • Incumbents are building point solutions to tackle Care Assessments however Emma’s first principle thinking of capturing Natural Language Virtually (Emma integrates with all virtual meeting providers) and the Emma App (IOS and Android) fundamentally changes how a care organisation actually operates.

^{The quicker pitch: QP RoundUp}

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Our Take

Appeals

• Product Performance: With one company using Emma AI management, costs did not increase as their revenue increased from £900k to £5m showing their ability to automate care management.

• Defensibility in flexibility: The current standard is that data is the defensibility. When you move from being a digital filing cabinet to a workflow processor you no longer need to lock down the data for your moat as workflow augmentation becomes the moat.

Risks

• Legacy systems developing point solutions that compete with Emma AI: With larger pockets and deep industry connections this poses is a risk in a relationship heavy industry. Additionally if Emma scales into broader workflow automation in healthcare or public services, it might face competition from Notion/ Zapier etc.

• Foundational models moving into the application layer: Foundational model companies may move "up the stack" from just providing models to offering complete end-user applications. If they do they could build vertical-specific tools (e.g., “OpenAI for Social Care”) using their own models and massive resources.

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Last feature’s results

Our readers are NOT CONVINCED about UNA.

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