Brave Starts
Brave Starts is a UK non-profit CIC that provides career coaching, structured workshops, peer community, and employer networking to professionals aged 45+ navigating midlife career transitions, portfolio careers, and longer working lives.
- Company typePrivate
- Founded2019
- HeadquartersRemote, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Brave Starts does
Brave Starts is a UK-registered non-profit Community Interest Company (CIC) that provides career coaching, structured workshops, peer community, and employer networking to experienced professionals aged 45 and over navigating midlife career transitions, portfolio careers, or longer working lives. The core product is an annual membership (£89 first year, £30 renewal) that unlocks five structured coaching workshops, 16+ monthly live sessions, expert-led masterclasses, a member directory, and discounted 1-to-1 coaching at £95 per session. A proprietary Work Audit and Self-Coaching Tool, grounded in Loughborough University research, differentiates the offering with a five-domain self-assessment.
The platform is delivered through a Webflow-based website with Memberstack for membership management, Intercom for customer communications, Livestorm and Zoom for events, Calendly for scheduling, Stripe for payments, HotJar for privacy-friendly analytics, and WorkOS for SSO. The organization operates on a volunteer basis with no paid staff, relying on donations, membership fees, and corporate sponsorships from Phoenix Group, AXA, and others. Corporate programs (Attract, Engage, Outplacement) are sold to HR departments and people directors from £89 per person.
Brave Starts has grown to 800+ members (with a community of 1,000+ professionals referenced), is featured in The Guardian, Financial Times, The Times, BBC, and has submitted evidence to UK Parliament and the OECD on longevity and labour markets. Founded in 2019/2020 by Lucy Standing (psychologist) and Harris Karim (tech lead), the organization's commercially hybrid model — individual subscriptions plus corporate engagements plus donations — allows it to reinvest 100% of fees into community and research while maintaining a recognizable policy-influencing brand.
Brave Starts firmographics
Firmographics- Name
- Brave Starts
- Legal name
- Brave Starts Community Interest Company (CIC)
- Website
- https://bravestarts.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Brave Starts is a UK non-profit CIC that provides career coaching, structured workshops, peer community, and employer networking to professionals aged 45+ navigating midlife career transitions, portfolio careers, and longer working lives.
- Ownership category
- akta.pro rank
Brave Starts industry classification
Industry- Product category
- Midlife Career Coaching and Workforce Development Services
- NAICS
- Professional and Management Development Training (61143), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)
- SIC
- Services-Membership Organizations (8600), Services-Social Services (8300)
- akta.pro primary industry
- Lifestyle & Habit Change Coaching (HSADAGAB)
- akta.pro secondary industries
- Wellness Program Design & Accountability Coaching (HSADAGAC), Entrepreneurship Foundations & Startup Basics (EDAMAHAA)
Keywords
Where Brave Starts is headquartered
LocationHeadquarters
- HQ city
- Remote
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Brave Starts business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations
Revenue model
- Individual Membership Fees: Annual membership fees: £89 for the first year, £30 for annual renewals. Membership provides access to coaching workshops, events, expert resources, member directory, and community network.
- 1-to-1 Coaching Sessions: Discounted coaching sessions at £95 per session (coaches normally charge £500+ in corporate markets). Part of membership benefits with additional targeted coaching support.
- Corporate Engagement Programs: Organizations can engage Brave Starts for employee career development programs, outplacement services, and workforce strategy consulting. Pricing starts from £89 per person for engagement programs.
- Donations: As a non-profit, Brave Starts accepts donations to support operations and growth. Donations help cover running costs, legal fees, and general company admin.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | First Year Membership - £89 |
| Subscription | Annual | Annual Renewal - £30 |
| Unit Pricing | Pay-as-you-go | 1-to-1 Coaching Session - £95 |
| Subscription | Annual | Corporate Engagement - From £89 per person |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
Brave Starts product offering
Product offeringCore offering
Brave Starts runs an annual membership programme (£89 first year, £30 renewal) for experienced professionals aged 45+ that delivers a structured five-workshop coaching series, monthly expert-led masterclasses, peer networking events with employers and recruiters, a proprietary Work Audit self-assessment tool, and discounted 1-to-1 coaching. It also sells corporate engagement, masterclass and outplacement programmes to organisations and accepts donations as a registered UK Community Interest Company (non-profit).
Product overview
Brave Starts operates as a not-for-profit Community Interest Company offering a multi-tiered membership platform for experienced professionals aged 45+. The core product is the annual Brave Starts Membership programme (£89 first year, £30 renewal) providing access to a structured Coaching Workshop Series of five workshops, monthly Expert Masterclasses, and the Work Audit and Self Coaching Tool. Additional paid add-ons include 1-to-1 Coaching sessions at £95 per session, and the Teachable Learning Platform for on-demand content. The community of 800+ members gains access to events, peer networking, a member directory, and catch-up videos. Corporate programmes offer Attract, Engage, and Outplacement services to organisations. Key partnerships include Phoenix Group and AXA as sponsors, and The Fore for charity project experience. Membership tiers include Basic, Beyond Brave, and Elite Bravery.
Differentiator
Problem solved
Functional benefit
Products and services
- Brave Starts Membership Annual membership programme (£89 first year, £30 annual renewal) giving midlife professionals aged 45+ access to a structured coaching workshop series, 16+ monthly live sessions, expert masterclasses, member directory, peer community, and on-demand resources.
- Coaching Workshop Series Five structured workshops (Foundation Building, Self-Analysis, Your Value Added, Planning and Targeting, Maintaining Focus & Resilience) helping members explore portfolio, fractional and traditional work options through practical exercises and peer discussions.
- Expert Masterclasses Monthly expert-led sessions covering LinkedIn optimisation, AI in careers, interview skills, imposter syndrome, pension planning and silver-economy opportunities for midlife professionals.
- 1-to-1 Coaching Individual coaching sessions with accredited career coaches (Lisa Tyler, Gemma Clarkson, Declan Katwala, Jo Keddy, Katie Pope, Rebecca Mercer, Marcus Lamont, Ed Sharp) at subsidised member rate of £95 per session, compared with typical corporate market rates of £500+.
- Work Audit and Self-Coaching Tool Proprietary structured five-domain self-assessment tool (3-4 minutes to complete) that helps professionals evaluate career satisfaction and sustainability, based on research by Professor John Arnold at Loughborough University and EuroFound, with Dr Maggi Evans and Lucy Standing.
- Teachable Learning Platform Online learning management system delivering on-demand access to workshop materials, slide decks, expert videos, employer videos and career exercises including the Work Audit and Self-Coaching Tool.
- Member Directory Searchable directory of Brave Starts members filterable by name, expertise or future ambitions, available to Beyond Brave tier members to support peer connections and opportunities.
- Corporate Programmes B2B services for organisations comprising Attract (promoting job opportunities to members), Engage (career development masterclasses and manager training) and Outplacement (career transition support for NED, business start-up, consultancy and portfolio career paths), with corporate partnerships including Phoenix Group and AXA sponsorship.
Quantifiable outcome
- Clarity on next steps improved by +1.04 points (p < 0.00001) among members
- +6 more outcomes
Companies that use Brave Starts
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles2 records
Brave Starts technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature1 record
Brave Starts partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- Phoenix GroupcorePhoenix Group sponsors Brave Starts programs and collaborates on initiatives supporting career transitions for midlife professionals. Catherine Sermon, Head of Public Affairs at Phoenix Insights, has provided testimonial endorsing Brave Starts' programs.
- AXAcoreAXA sponsors Brave Starts membership programs, supporting access to career development for experienced professionals.
- Aviva InvestorsminorPartner organization supporting Brave Starts' mission and community initiatives.
- Science Museum GroupminorScience Museum Group has engaged Brave Starts for outplacement programs and collaborated on career transition initiatives. Sarita Godber, Chief People Officer, provided testimonial.
- Hays RecruitmentcoreHays Recruitment partners with Brave Starts to connect with experienced talent. Shelly Ogilvie, Community Partnerships Manager, noted Brave Starts applicants had highest hit rate for hiring in academy programs.
- The ForecorePartnership offering members hands-on project experience through strategic work in high-growth charities. Helps members build confidence, commercial skills, and CV-enhancing impact.
- Liberti Group (CFO Centre, Marketing Centre, People Puzzles)minorLiberti Group specializes in fractional roles for startups and scale-ups. Partnership supports members interested in portfolio careers and fractional work opportunities.
- The Portfolio CollectiveminorOrganization building teams to service consultant needs and running programs to strengthen portfolio career skills. Co-hosts bi-monthly networking events with Brave Starts.
- Silver Marketing AssociationminorAssociation championing better age targeting and representation in media. Brands represented could be potential employers for Brave Starts members.
- Careers Can Change (Standard Life)minorCampaign led by Standard Life Centre for Future of Retirement, bringing together organizations supporting people to make work part of living a longer life.
- Age UKminorCharity partner receiving support from Brave Starts' 'Give As You Learn' program where 100% of fees support charities and community.
- Macmillan Cancer SupportminorCharity partner receiving support from Brave Starts' 'Give As You Learn' program.
- Into WorkminorCharity partner in Brave Starts' community support network.
- CodeYourFutureminorNon-profit tech training organization. Brave Starts members can access tech roles and volunteering opportunities. Nick Green volunteers at CodeYourFuture.
Scale indicators10 records
Recent moves6 records
Expansion highlights5 records
Brave Starts competitors and assessment
Company assessmentDirect peers
- Career Shifters: UK-headquartered career-change coaching and community platform serving professionals making mid-career transitions. Comparable value proposition (structured coaching, workshops, community), though with broader age demographic than Brave Starts' 45+ focus.
- Pathmakers: UK coaching practice specifically focused on midlife career transition and portfolio careers. Closely comparable niche focus on the 45+ professional cohort with similar structured coaching offerings.
- Rest Less: UK-based community and content platform for the over-50s, including substantial career, work, and retirement content. Directly comparable as a UK membership/community model serving demographically similar midlife and older professionals with career transition resources.
- Timewise: UK organization advocating for and supporting flexible, part-time, and portfolio work, with particular focus on older workers and career returners. Comparable mission around enabling sustainable working lives outside traditional employment.
Broad incumbents
- Age UK: Large UK charity serving older adults with broad services including employment support, advice, and community programs. Comparable audience (older UK adults) and partnership relationship (Age UK is a Brave Starts charity partner), but operates across the full aging spectrum rather than career-specific.
- Phoenix Insights: Research and policy arm of Phoenix Group focused on the multi-generational workforce and longer working lives. Comparable thought-leadership positioning on aging workforce issues; a partner and likely corporate sponsor of Brave Starts.
Emerging players
- ProAge: UK-based organization promoting age-positive perspectives and supporting longer working lives. Comparable mission around age-inclusivity in work, though with broader cultural and policy scope than direct career coaching.
- Returners (maternity returners coaching): Career re-entry coaching provider focused on professionals returning after career breaks. Comparable structured coaching and outplacement model for career transition, but focused on parental/career-break returners rather than midlife professionals.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Brave Starts social profiles
Digital presenceBrave Starts financial estimates
Financial estimateRevenue estimate
Valuation estimate
Brave Starts leadership team
Management profileNumber of profiles
Profiles5 records
Brave Starts funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Brave Starts M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Brave Starts
What does Brave Starts do?
Brave Starts runs an annual membership programme (£89 first year, £30 renewal) for experienced professionals aged 45+ that delivers a structured five-workshop coaching series, monthly expert-led masterclasses, peer networking events with employers and recruiters, a proprietary Work Audit self-assessment tool, and discounted 1-to-1 coaching. It also sells corporate engagement, masterclass and outplacement programmes to organisations and accepts donations as a registered UK Community Interest Company (non-profit).
Is Brave Starts a public or private company?
Brave Starts is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Brave Starts founded?
Brave Starts was founded in 2019. It employs 11 to 50 people.
Where is Brave Starts based?
Brave Starts is headquartered in Remote, United Kingdom, in the Europe region.
How does Brave Starts make money?
Four revenue lines are on record. Individual Membership Fees are the primary driver. The others are 1-to-1 Coaching Sessions, corporate Engagement Programs and donations.
Who are Brave Starts's main competitors?
Direct peers on record are Career Shifters, Pathmakers, Rest Less and Timewise. Broad incumbents are Age UK and Phoenix Insights. Emerging players are ProAge and Returners (maternity returners coaching).
Does Brave Starts have an API?
No public API is recorded for Brave Starts.
What industry is Brave Starts in?
Brave Starts's product category is Midlife Career Coaching and Workforce Development Services. Its primary akta.pro industry code is HSADAGAB, Lifestyle & Habit Change Coaching, with a secondary code of HSADAGAC, Wellness Program Design & Accountability Coaching. Its NAICS code is 61143 and its SIC code is 8600.