JamUp and Rachael Shine Bright at Cornwall Demo Night

On a warm summer evening in Newquay, the vibrant Canopy and Tech Cornwall communities converged to celebrate the potent force of purpose-led innovation. Amidst a cadre of promising startups, it was JamUp, helmed by the inspirational Rachael Malthouse, that claimed the coveted People's Choice Award at this month's Demo Night. 

Rachael's journey as a female founder began, much like many truly impactful ventures, with a deeply personal impetus. As a mother navigating life with an autistic son, she encountered a significant void: a lack of accessible tools designed to render daily tasks—such as dressing or tooth cleaning—less overwhelming and more manageable. In response to this deeply felt need, she conceptualized and developed JamUp. This singular act of maternal problem-solving has since burgeoned into a burgeoning digital health startup that is now empowering hundreds of families and garnering well-deserved nationwide recognition. 

"JamUp started as a tool to help my son," Rachael conveyed to the engaged audience, "but I quickly realized just how many families were facing similar challenges". 

Her pitch was not merely polished; it was a tour de force of authentic conviction. Devoid of notes or superfluous embellishment, it resonated with the honest, lived-experience voice of a first-time founder who had meticulously built her Minimum Viable Product (MVP) from genuine need, rigorously validated it with real families, and was now poised to scale it into a transformative solution. This profound clarity and unshakeable conviction undeniably swayed the room, earning her not only the majority vote but also the profound respect of fellow founders, discerning investors, and experienced mentors alike.

Set against the idyllic backdrop of the Newquay Orchard venue, the event transcended mere startup pitches. It cultivated a unique, inclusive space where founders with family could bring their children, where young minds could witness technology being crafted by women in tech who mirrored their own mothers, and where the refreshing sea breeze served as a gentle reminder that the demanding nature of startup life need not preclude the pursuit of personal well-being and balance. 

Rachael’s customer traction speaks volumes about JamUp’s inherent value proposition. Having officially launched on app stores in February 2025, JamUp already boasts over 1,000 downloads across more than 50 countries. Even more compelling is the remarkable 73% conversation rate from free trial to paid subscription—an irrefutable testament that this solution deeply resonates with its target audience and addresses a critical need. Bolstered by strategic support from entities such as the Growth Hub and Innovate UK, alongside a series of competition victories, JamUp has demonstrated astute bootstrapping, leveraging grants to cultivate a sustainable product pipeline. 

Now, JamUp embarks on a pivotal new phase. The company has recently unveiled its B2B offering, positioning JamUp as an innovative employee well-being tool for corporations seeking to provide enhanced support for neurodiverse families. This strategic expansion seamlessly integrates technological access with expert-led care delivered by qualified healthcare professionals—a clear demonstration of strategic thinking with heart. It is precisely this blend of social impact and astute business acumen that solidifies our belief that Rachael embodies the very best of what female founders are capable of achieving. 

Navigating the landscape as a founder in the rural South West has presented its unique set of challenges. Accessing robust professional networks, securing mentors, and even establishing user groups has demanded considerable investment of time, travel, and persistent effort. Yet, Rachael's remarkable resourcefulness consistently shines through, as she deftly juggles the demanding roles of parenting, caregiving, product development, and now, steering a rapidly growing startup. 

“I wish I’d built a team earlier,” Rachael thoughtfully reflects. “Everything moves faster when you’re not trying to do it all alone.” Her invaluable advice for other first-time founders is unequivocally clear: Do not delay. Begin constructing your foundational support system from day one. 

As a direct outcome of her People’s Choice victory, Rachael has been granted complimentary access to the esteemed Canopy Membership and our specialized SEIS Fundraising course. These resources are meticulously designed to empower early-stage founders, with a particular emphasis on women, to confidently navigate the intricate complexities of securing early-stage investment. Furthermore, she will receive dedicated support from our in-residence coaching team, providing strategic guidance to propel JamUp confidently into its next phase of exponential growth. 

Demo Night in Cornwall is an integral part of a broader series of events, supported by Tech Cornwall and Canopy Community, dedicated to spotlighting the bold, brilliant, and often overlooked entrepreneurial talent flourishing within rural regions. Two additional editions are slated for this year—serving as an open invitation to all female founders, early-stage innovators, and investor-ready startups who are actively seeking crucial startup validation, heightened visibility, and a truly supportive community within which to thrive. 

👉 Join us at the next Demo Night: www.lu.ma/canopy