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Building brilliant businesses

We love to back early stage innovation led businesses.

Led By Reason (LBR) invests in early stage companies that have innovative solutions and who have the potential to grow fast.

At the heart of our approach is investing in companies and with founders who can be genuinely transformative and who can help make a real and sustainable difference to the communities and the environments we work within. So, why is this different? And what is our investment philosophy?

Our investment Philosophy

We invest directly. However our focus is not just on ‘the investment’ but equally helping generate ideas and finding answers to maximise value creation
Whilst early stage, we take a long term perspective to support your journey from commencement to successful end
We leverage our experience and our network – of course we do. That said, our support is real. We take on ‘actions’ and we are positively hands on. We work with you as ‘One Team’
We only invest in ideas, founders and companies which make a positive difference to people’s lives, which support the environment and which are inclusive. In short, we invest in outcomes that lead to a better world

Here's who we have backed

Smart Pension

Making pensions easier for everyone, everywhere

We want to transform retirement, savings and financial wellbeing across all generations, around the world.

Ayar Labs is disrupting the traditional performance, cost, and efficiency curves of the semiconductor and computing industries by driving a 1000x improvement in interconnect bandwidth density at 10x lower power.

Ascend Elements

REVOLUTIONIZING THE PRODUCTION OF LITHIUM-ION BATTERY

The patented Hydro-to-Cathode™ direct precursor synthesis technology produces new cathode materials

Humans Being

We Sweat The Big Stuff

Humans Being creates activewear and loungewear designed with real people in mind.

Fearne & Rosie

Fearne & Rosie, passionate about helping families to eat healthier.

Fearne & Rosie was founded by Rachel in November 2019 from her kitchen table

Kit & Kin

Protecting your world, naturally

At Kit & Kin we are committed to protecting your little ones now and in the future. That’s why, through the Kit & Kin Foundation, we’re helping to save and protect threatened habitats across the world.

Bidnamic

Optimising Google for both retailers and consumers

The complexity of Google Shopping management has gone beyond what humans can manage. Bidnamic overcomes this by combining advanced machine learning with human thinking.

Retirement Plan

The world’s first real-time deals personalization platform

RevLifter combines AI, product recommendation, and deals for a completely new way of raising purchase values and high-margin sales.

O3 Biotech

World Class Engineering And Science Applied

o3 Biotech has developed an ozone based disinfection system that kills all known pathogens (including bacterial, viral, parasitic, fungal, moulds and protozoan life-forms).

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LBR’s brilliant story so far

Since we have invested in our brilliant companies they have:

Increased Market Capitalisation from £65m to over £1.45bn
Grown Head Count from 28 to 700+
Expanded Operations to over 100 countries

LBR’s brilliant story so far

Since we have invested in our brilliant companies they have:

Increased Market Capitalisation from £65m to over £1.45bn
Grown Head Count from 28 to 700+
Expanded Operations to over 100 countries

Who are we?

The co-founders at Led by Reason draw on a vast range of experience and capability – having fulfilled leadership positions in business, consulting, HR and government. Our experience is both domestic and international, spanning geographies and sectors:

Geographies – UK, Europe, USA and Asia
Sectors – Pharmaceutical, Health Care, Consumer, Financial Services, Energy, Commodities, Transport, Government, Defence and Security.

Jointly working with Led by Reason’s partner companies we have delivered successful outcomes and realisations – drawing on our experience of both early stage investment and more mature private equity models.

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Andrew Hooke

Co-Founder

Andrew Hooke

Co-Founder

Angus Braham

Co-Founder

Angus Braham

Co-Founder

Here is how our businesses are creating a better world

We want to back you if you have:

A brilliant business idea

We back enterprises who have a clear, well argued value proposition that could become a £100m brilliant business one day.

A brilliant team

We back strong and passionate founders and their teams who have diverse yet complimentary skills & experiences.

A brilliant and lasting impact

We only back businesses which create a wider and lasting impact to the communities you serve. We back businesses which help create a better world.

Is this You?

Why choose LBR?

Our approach is balanced
We are a conscientious and committed investor
We are active and passionate

We will bring contacts, ideas and solutions to the table
We will be the critical friend role when it is required
We follow an approach were we work together to deliver key outcomes

Here is what our brilliant leaders have to say about LBR

Georgia Stewart, Founder of Tumelo I’ve really enjoyed working with Angus & Led By Reason since our very first meeting a few years ago now. He and the others he brought to the table with him are no-nonsense, supportive, and thoughtful investors. They (LBR) have gone out of their way to introduce me to other relevant companies within their network. In turn, these contacts and relationships have gone on to be extremely helpful and close allies. LBR have followed on, made introductions and provided sage advice at future funding events too. All round a great partner to have as an early-stage business.

Chris Money and Emma Bunton, Founders of Kit & Kin At Kit & Kin we’ve always looked for investors that not only believe in our vision to help create a greener and more sustainable future for our children but investors that can bring significant strategic value. Angus and Andrew have always been there to support where possible and thanks to their vast experience and extensive network, they have been able to make a number of very useful introductions along the way.

Andrew Evans, Founder of Smart Pension Led by Reason has provided high quality proactive support to me and Smart for many years – providing a deep understanding of market and competitor analysis, distribution strategies and finding answers to the challenges faced with scaling a business internationally. It's been great getting to work through ways of growth with Angus and Andrew.

Olly Hiscocks, Founder of Olly's I was introduced to Angus & Led By Reason in 2019 when we completed our first Angel Round. Not only was he able to introduce us to a network of brilliant investors, but he has been incredibly attentive and helpful to the business needs, as well as adding significant value to help us continue our rapid growth. A real gem!

Simon Bird, Founder of RevLifter The Led by Reason team has been a fantastic support to RevLifter over the years. They have added value through investment and timely strategic advice and opening up their valuable network.