What is AXA Startup Angel?
We created the AXA Startup Angel competition to give UK entrepreneurs a chance to turn their business dreams into a reality. When you’re first starting out, the best advice you can get comes from those who have been in your shoes. That’s why we’re proud to be running AXA Startup Angel again for the 5th year.
In partnership with The Standard, we’re offering a variety of incredible prizes and first-class mentoring to 6 of the most promising up and coming businesses from across the UK.
What to expect from AXA Startup Angel 2025
Want to know a little bit more about AXA Startup Angel 2025? Check out the video below for some more details on the competition.
Our two top prize winners will receive*:
- £25,000 funding to launch your idea or take your business to the next level
- Business insurance for a year thanks to AXA
- Dedicated mentoring from the AXA Startup Angels
- Access to a Mental Health webinar provided by AXA Health
- 50% off business health insurance provided by AXA Health
Our four runners up will receive*:
- A profile on their business in The Standard
- Mentoring from The Standard team on digital branding, marketing and social media
- VIP access to SME XPO 2026
- Total value of the runners up prize estimated to be over £18,000
Enter AXA Startup Angel today and get started on your business journey
Our top prize is £25,000 in startup funding which was won last year by our two fantastic small businesses: Bluco and WeDonate.
Entering this year couldn’t be simpler, just follow these steps:
- Register your details and tell us a little bit about your business
Tip: Your video doesn’t need to be professionally polished; we just want to hear your passion for your business idea.
Deadline for entries is July 6th 2025
What happens next?
Once you’ve done all of that – the hard part’s over!
Then it’s over to our expert panel of judges who will look through each submission and choose our 2025 AXA Startup Angel winners.
What does Startup Angel mean to AXA?
At AXA we give businesses the confidence to thrive, today and tomorrow. We started AXA Startup Angel in 2021 to do just that – make a difference to UK’s entrepreneurs by being a helping hand they can rely on.
The most successful businesses have a clear sense of purpose and direction, so we wanted to make sure with AXA Startup Angel that we’re helping business build a bright future. That’s why we’re giving them not only the funds to get started, but the invaluable support of our Startup Angels.
Meet the Startup Angels
This year we’re bringing back four of the UK’s most inspiring entrepreneurs to judge our entries
Sharmadean Reid MBE
Founder and CEO, The Stack World
Sharmadean champions women in business and is an avid supporter of female entrepreneurs. She launched The Stack World in 2021, to help create economic and social empowerment for women through technology and media
Here’s what she had to say about being part of Startup Angel:
“Being an AXA Angel to me means paying it forward and giving back to entrepreneurs who need support on their journey.”
Henry Firth
Co-founder & CEO, BOSH!
Henry is the co-founder of BOSH! and is dedicated to showing the world just how easy it can be to be vegan. Along with business partner Ian, the pair launched BOSH! from their living room in 2016 with only £15,000. Fast forward to now, and they have best-selling cookbooks and a range of cooking kits in UK supermarkets.
Henry is keen to help our 2025 winners reach their full potential, saying:
“You’ve got nothing to lose – you’ve got everything to gain – and this could be that moment that you turn your dream into reality.”
Ian Theasby
Co-founder & CEO, BOSH!
It was only a few years ago that Ian, co-founder of BOSH!, and his business partner Henry were in the same position as many of our applicants. But it was his experiences prior to starting out on their BOSH! journey that led him to agree to be an AXA Startup Angel judge. He said:
“We were in the position as many applicants are in a few years ago, where we had an idea, and we had a dream to build the business.”
Raphael Sofoluke
Founder of the UK Black Business Show and UK Black Business Week
Raphael’s passion is in diversity and inclusion in all its forms. That why he founded the UK Black Business Show – the biggest business show in the UK and Europe for black business owners and professionals. His aim is to inspire and connect black business professionals. To anyone consider entering, he said:
“It’s an opportunity to change your life. You don’t become successful by sitting on your ideas. Take that leap of faith and gamble on your dream.”
Who were our 2024 winners?
Our 2024 winners – Bluco and WeDonate – each received our top prize of £25,000 in startup funding to help support their business, as well as mentoring advice from our expert Angels and business insurance for a year thanks to AXA. Read on to find out more about our top prize winners and their businesses.
Francisco Shirazi
Co-Founder, Bluco
Francisco was one of our 2024 AXA Startup Angel winners, along with his co-founder Nicolò, who impressed the judges with their idea for Bluco - a recruitment software that leverages conversational AI and the use of WhatsApp to help automate the hiring process, covering aspects of the hiring prospect that typically is overlooked.
Here's what Fransisco had to say about winning AXA Startup Angel:
"It was enormously encouraging. As soon as I was handed the award, I thought, I want to get straight back to work! You really feel the momentum after an achievement like this, and it says to us that our ambitions aren’t actually that far from being a reality."
Want to hear more of what Bluco had to say when we caught up with them after winning?
Read our catch up with Bluco to find out more.
Stephen King
Co-founder, WeDonate
Stephen, along with co-founder Alex Last, was our second top prize winner in 2024 with WeDonate, a closed members rewards platform that exists to recognise blood and plasma donors by offering discounts for their favourite brands.
When we spoke to Stephen about winning meant to him, this is what he had to say:
"I think for us, winning this award solidifies that this isn’t just an idea anymore, it’s a business. Even to know that other people think it’s a great idea, too."
Want to learn more about WeDonate?
Read our catch up with WeDonate to find out more.
What are our previous winners up to?
This is the AXA Startup Angel competition’s fifth year, so why not take a moment to see what our previous winners have been up to?
Could you be one of AXA’s next Startup Angel winners?
AXA Startup Angel gives you the chance to turn your business dreams into a reality and set your business up for success.
*Terms apply. 18+ UK Residents only. Entry period closes at 23.59 on 6 July 2025. One entry per business. Please read full Terms & Conditions at standard.co.uk/axastartupangel. AXA Health is a trading name of AXA PPP healthcare Limited, AXA Health Limited and AXA Health Services Limited. Along with AXA Insurance UK plc, all the companies are registered in England and Wales and have their registered office at 20 Gracechurch Street, London EC3V 0BG with registered numbers 03148119, 12839134, 03429917 and 00078950 respectively. AXA Health Limited is authorised and regulated by the Financial Conduct Authority whilst AXA PPP healthcare Limited and AXA Insurance UK plc are both authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority. Their Financial Services Register numbers are 932948, 202947 and 202312 respectively. All companies are part of the global AXA Group.