Now in its fourth year, the UK StartUp Awards celebrate entrepreneurs who have taken the leap to launch new products or services. Launched in partnership with the Great British Entrepreneur Awards, UK Start Up seeks to recognise the accelerated growth of the UK's start-up scene, which saw 846,000 new businesses founded in 2024.
Over 750 businesses have been shortlisted for this year’s UK StartUp Awards and the contribution of these firms - all of which were started in the last three years - is significant, having created over 4,600 new jobs since they were established and generating annual sales of £200 million.
Oxford-based business b-mee has been nominated in both the Consumer Products and Retail & E-Commerce categories for the South East of England.
b-mee is a UK-based edtech and lifestyle brand, pioneering patented reward technology that nurtures self-development in children from ages 3 to 9. Founded by purpose-led entrepreneur and rising patent-tech visionary, Sarah O’Reilly, b-mee blends behavioural science, gamification, and real-world tasks into a beautifully designed hardware and app ecosystem.
At b-mee’s core is a physical, interactive reward box that opens only when personalised challenges are completed by the child, using a patented system of digital star tokens. From brushing teeth to sharing toys, every win is recognised, reinforcing self-worth and building consistent habits through joyful, screen-free experiences.
This year’s cohort of finalists will be considered for the regional prizes by a panel of seasoned judges with experience founding or supporting entrepreneurial ventures. The winners from each region will then be invited to the first UK final taking place at Ideas Fest, the Glastonbury for Business festival in Hertfordshire on 12th September 2025.
Sarah O’Reilly, founder of b-mee, said: "For the past two years, b-mee has been dedicated to transforming how children develop essential life skills through play, purpose, and innovation. Being nominated before our product’s release is a powerful reminder of the demand for fresh, engaging approaches to childhood development. We’re incredibly grateful for this recognition, which underscores the impact of our mission to empower families and raise confident, independent, and financially literate young minds."
Professor Dylan Jones-Evans OBE, Founder of the UK StartUp Awards, said: “New businesses are the driving force behind any thriving economy, generating employment, pioneering innovation, and contributing to prosperity across the UK. This year's finalists embody the very best of entrepreneurial spirit - spotting opportunities and, through dedication, skill, and resilience, turning them into thriving ventures that are making a tangible difference in their industries. More importantly, all the winners will go on to represent their region at the 2025 UK National StartUp Awards final later this year”.