The Pitch

Watch the best pitches and investor Q&As from The Pitch 2021

Over 500 founders entered The Pitch last year. We had three semi-finals across the country and nine startups made it to the final. Watch their pitches, see how they handle the Q&A with investors and check out their scores below.

Winner of The Pitch 2021: Goodloans

Goodloans is improving financial inclusion among Ghanaian business owners through phone-based loans. The team has just launched their first trial, have a wealth of experience and have been backed by Monzo’s Tom Blomfield.

Goodloans scored 82/100.

YesRef – People’s Choice winner

YesRef makes finding and paying referees easier than ever (read a profile with founder Ben Williamson here).

YesRef scored 69/100.


Financielle helps women take control of their money, so they can be financially well.

Financielle scored 75/100.

Chu Lo Drinks

Cho Lo Drinks is new range of sour sodas inspired by Japan’s hugely popular alcoholic sour tipple.

Cho Lo Drinks scored 73/100.

Care Access

Care Access creates financially-tailored care plans to help older people live healthier and happier lives.

Care Access scored 68/100.


Moove. helps students make an informed decision about their next rental property.

Moove. scored 65/100.

Hey! Food is Ready

Hey! Food is Ready connects culturally-inspired home cooks to customers through an online marketplace.

Hey! Food is ready scored 63/100. provides the tools and knowledge artists and creators need to succeed.

Amplify.Link scored 59/100.

Electric Miles

Electric Miles makes intelligent charging seamless for electric vehicle drivers and fleets.

Electric Miles scored 53/100.

The Pitch scoring and 2022 programme

Pitches were scored by a panel of investors and entrepreneurs in four categories:

  1. The idea: Is the business solving a problem consumers care about? What potential is there for the product or service?
  2. Proof of traction: How much demonstrable market interest is there? This could be in the form of research, customer reviews, users, revenue etc. We look for achievement based on the stage founders are at, rather than the startup with the most revenue.
  3. The team: Is the founding team right for the challenge? Does their support network have the expertise necessary? Their network includes employees, mentors and advisers.
  4. The pitch: How strong is their pitch? Good pitches are engaging, memorable and effectively communicate the problem they’re trying to solve.

What do you think of the pitches? Do you have any feedback? Leave a comment below.

You can find out more information about entering The Pitch 2022 here and please email if you’re interested in sponsoring this year’s programme.


Chris is founder and CEO of Inkwell, the company that runs The Pitch. He's a journalist and editor by trade, and his work has been featured by everyone from The Guardian and The Financial Times to Vice magazine.

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