The UK’s longest running index of disruptive new startups, the Startups 100, has released its 2021 lineup.

Multiverse, a startup launched by Euan Blair and providing apprenticeships for the digital age, is at No.1.

Run by, the Startups 100 offers a showcase of new businesses that demonstrate innovation, solid financials, economic impact and the ability to scale. 

The list has previously identified brands including Revolut, Deliveroo and HelloFresh.

See below the top five businesses profiled, followed by the other 95 companies.

1. Multiverse

Founded by Euan Blair in 2016, Multiverse (formerly WhiteHat) is bringing apprenticeships into the digital age, and making top jobs in law, media, tech and finance accessible for those from ethnic minority and lower socioeconomic backgrounds. The Multiverse platform measures potential beyond academic achievement, using applied learning programmes and matching software to help its 16-24 year-old candidates secure jobs at the likes of Google, Facebook, and KPMG.

2. Cera

Digital-first healthcare company Cera provides nurse and carer visits, home medication delivery services and telehealth calls to those in need. Since appearing 24th in last year’s ranking, Cera has seen astonishing growth. It has over 6,000 staff and delivers more than 30,000 healthcare visits a day – equivalent to 40 NHS hospitals. Now licensing its technology to more than 2,000 businesses, and having expanded to Germany and Spain, Cera is showing no signs of slowing down.

3. Farewill

Founded in 2016, Farewill is on a mission to make “everything to do with death simpler, faster, and fairer” by bringing it online. Its will-writing service costs just £90 and can be completed in 15 minutes, and it claims its funeral plans can be £2,500 cheaper than a traditional funeral. With over £1 trillion set to pass between generations over the next 10 years, Farewill is well positioned for growth.


KIDLY was founded by James Hart, the first employee at ASOS. KIDLY is a one-stop shop for products aimed at 0-5 year olds. It now sells more than 4,000 products, and generates 15% of its revenue from its own-brand products. It’s the details that we admire about KIDLY: all of its packaging is recycled or biodegradable, every product is tested by kids and approved by parents, and its live chat is staffed entirely by parents.

5. Virti

Virti is using virtual and augmented reality to allow professionals in healthcare and Fortune 500 companies to learn and train for infrequent, high-risk, high-pressure scenarios. Its education analytics software then enables video analysis and CGI training simulations in order “to treat employees like high-performance athletes”. Claiming to improve knowledge retention by 230% and decision-making speed by 17%, Virti is already used internationally by large healthcare providers and has early customers in oil and gas, aviation, and corporate training.

6 Floom Ltd
7 allplants
8 Vet-AI
9 Birdie
10 Element
11 TaxScouts
12 Urban Jungle
13 The Cheeky Panda Ltd
14 Holy Moly Dips
15 YuLife
16 Distributed
17 Feast It
18 Shojin Property Partners
19 Beam
20 Genesis Homes
21 RideTo
22 Poplar.Studio
23 Ember Snacks
24 Genflow
25 Creoate
26 The Moot Group
28 Wild
29 Learnerbly
30 Home Made
31 Rap Tech Studios Ltd (trading as Rap Fame)
32 Sokin
33 YourZooki
34 Grubby
35 VenueScanner
36 Farillio
37 Edgify
38 Dragonfly AI
39 Sauce Shop
40 Measure Protocol Ltd
41 Hertility Health
43 Oxwash
44 Boundary Technologies
45 Circuit
46 Spacemade
47 Nucoro
48 Avva Experience
49 Juggle
50 Love Cocoa
51 Brand Advance Ltd
52 UpCircle Beauty
53 OneFifty Consultancy
54 Tally Market
55 Tapoly
56 Grocemania
57 iLoF – Intelligent Lab On Fiber
58 Picnic
59 myenergi
60 Peyk
61 Mama Bamboo
62 PixelMax
63 DirectlyApply
64 Connectd
65 Uhubs
66 AeroCloud
67 Presto Coffee
68 PushFar
69 houzen
70 Champion Health
71 Rentuu
72 Tumelo
74 Sano Genetics
75 Claimer
76 KatKin
77 Wombat Invest
78 Meet Genie Limited – AKA GENIE
79 Molo
80 Lifesaver
81 Startup Logistics
82 ImproveWell Ltd
83 Zoa Rental
84 Boomin
86 Ravin AI
87 Numan
88 Hi55 Ventures
89 Jisp
90 Universal Partners FX
91 Howamigoing
92 Octaive Limited
93 Cudoni
95 KinKind
96 Kinherit Ltd
97 The Youth Group
98 Amity Brew Co
99 Neat Home Ltd
100 Careology