The Pitch was launched in 2008. In that time, it’s grown from a straightforward pitching competition to a complete programme of support for startups. As it’s evolved, we’ve learnt a lot about startups’ challenges, motivations and needs.

One of the most fascinating takeaways each year is seeing what challenges founders are looking to tackle with their business ideas.

Not only do their ideas look to solve common problems within their communities, they also reflect wider trends on a national and even global level.

This year, we took a step back and realised that this kind of insight is actually pretty useful to a lot of people.

We connect with 5,000 startups every year and have in-depth interactions with at least 400 of them through workshops, one-to-one coaching and investor introductions. That’s a decent slice of the startup landscape that we can probe and analyse.

We decided to distil a lot of what we know about startups into the Inkwell Insights report, so others can get a better understanding of the mindset of a startup founder in the 2020s.

It’s a fascinating read for anyone looking to connect with startups, whether you’re marketing your products or services to them or looking to fund their enterprise.

So, based on the 500 applicants and 60 finalists of The Pitch 2021, here’s our roundup of the four key trends that emerged as ones to watch in the coming year.

1. Financial inclusion and wellbeing

Also known as financial wellbeing, this theme is all about feeling secure about your finances. It means you feel confident about how you’re managing your money, from paying your bills to the financial products and services you use.

Of course, financial inclusion and wellbeing were issues pre-Covid, but the pandemic has undoubtedly made these problems more acute.

Almost half (45%) of UK banking customers say their wellbeing has been “negatively impacted due to financial concerns” as a result of the Covid pandemic, for example.

We’ve seen a significant trend in entrants attempting to tackle these challenges, including the two leading businesses from the 2021 cohort.

Improving financial inclusion in Ghana

The Pitch 2021 winner was Goodloans, a startup that’s improving financial inclusion amongst Ghanaian business owners with hassle-free, phone-based loans.

Two billion people globally can’t get a loan from the bank because they don’t have a credit score. The Goodloans app uses machine learning and smartphone data to find trustworthy people to lend to in Ghana.

Helping women take control of their money

Our second place was awarded to Financielle, a finance app that helps women take control of their money and be financially well.

Founders Laura and Holly are sisters who recognised that women are often left behind in terms of financial literacy, pay and wealth, and more likely to be in debt than men. Their app aims to inspire and educate women with motivational content, practical money tools and a supportive community.

Financielle is a female-focused financial wellness app that provides practical money tools and a supportive community

2. Eco-friendly products

Against the backdrop of the COP21 summit, climate marches and an increasing number of extreme weather events, it’s no surprise that startups are motivated to develop eco-friendly solutions.

So much of our lifestyle and society needs to change in order to address the climate and environmental crisis. But it requires innovation and creativity.

At The Pitch, we’ve played host to many businesses pushing a greener and better future for the UK and the world.

Here are some of the eco-friendly competitors that stood out last year:

Something Co – Not only does this startup sell 100% bamboo toilet paper that’s plastic free, it also partners with MicroLoanFoundation. Through the partnership, they provide small loans, training and mentoring to women in Malawi, Zambia and Zimbabwe, enabling them to start their own business.
Manifesto Coffee – A coffee brand with 100% recyclable packaging with a transparent and traceable supply chain.
Greener – A matchmaking platform that helps businesses build a genuinely sustainable supply chain.

3. Digital restaurant brands

2020 and 2021 were big-ticket years for eating at home, as pubs and restaurants closed and consumers looked for new ways to entertain themselves in their own four walls. The takeaway app Just Eat, for example, reported a 76% increase in orders during the first six months of 2021.

Unfortunately, the major players in this sector come laden with ethical concerns. Deliveroo, for instance, has been repeatedly taken to court by its fleet of gig employees, alleging poor pay and conditions. Independent restaurants have also bristled at the big cut these services take.

But there are alternatives developing. The Pitch has featured a few of these innovators, like Werty (a south London startup catering to independents) and All About the Cooks, a platform that connects consumers with amazing home-cooked meals.

Startups like All About the Cooks are on a mission to change the way we eat at home

4. Vegan food

The last few years have seen an explosion in plant-based and vegan eating; between 2014 and 2019, the number of vegans in Great Britain quadrupled.

The plant-based food market was valued at $29.4 billion in 2020 and Bloomberg Intelligence's report, Plant-Based Foods Poised for Explosive Growth, predicts that the market will soar by an incredible 451%. The report also says that this market could account for 7.7% of the global protein market by 2030.

And nowhere is this more apparent than in the food aisles, with a huge number of new businesses entering the retail space to cater for these consumer needs.

In The Pitch 2021, we had prominent entries from the vegan gummy sweet maker Tasty Mates and Pastan, a plant-based handcrafted pasta maker.

Download the Inkwell Insights report

The first edition of Inkwell Insights looks at marketing to high-growth startups. It’s a must-read for businesses that provide services, products and support to this audience.

Download the report and get the answers to key questions like:

What are the key challenges founders are trying to solve?
What issues do founders need help with?
What are the demographics of high-growth startups?

Four emerging trends startup founders are tackling in 2022