Connect with Alexandra Birtles of In Good Company for small business support on Enterprise Nation

Connect with Alexandra Birtles to grow your entrepreneurial network of start-ups and small business owners on Enterprise Nation.

Alexandra Birtles, In Good Company | Enterprise Nation

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Alexandra Birtles

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I'm <a href='https://www.linkedin.com/in/alexandrabirtles/' target='_self'>Alex Birtles</a>, the Co-Founder and CEO of In Good Company, a female-founded, tech-for-good startup on a mission to drive growth for small, ethical, and sustainable businesses in the hospitality, retail, and entertainment sectors.
Our 5-star rated platform - available free on iPhone, Android and the web at <a href='https://ingood.app/' target='_self'>ingood.app</a> helps consumers discover small businesses making a positive impact—whether through sustainability, social enterprise, or ethical practices. By partnering with leading accreditation bodies such as the Living Wage Foundation, Sustainable Restaurant Association, and Social Enterprise UK, we provide a trusted, curated way for conscious consumers to shop with purpose and for ethical businesses to reach more customers.
Since launching, we have onboarded 650+ ethical businesses, welcomed over 7,000 users, and seen that 50% of users visit a business within two weeks of using our platform — all without any marketing spend. We’ve also secured Innovate UK funding to develop AI-powered insights to help ethical businesses grow using data-driven recommendations.
My career has always been shaped by a belief that business can be a force for good. Before founding In Good Company, I spent nine years in senior leadership roles at TalkTalk, where I led digital, customer loyalty, and corporate communications, pioneering industry-first initiatives in child internet safety. I later worked in central government during the COVID-19 pandemic, driving national Equality, Diversity &amp; Inclusion strategies and helping introduce the £500 self-isolation support payment for low-income workers.
I took the leap into social entrepreneurship after caring for my terminally ill father, a moment that reshaped my priorities. I wanted to build something meaningful —not just a business, but a platform that supports others to succeed. That’s when In Good Company was born — a solution to the frustration that while so many ethical businesses exist, they are still too hard to find.
In Good Company is about more than discovery —it’s about changing how people shop. The businesses we support tackle some of society’s biggest challenges, from sustainability and fair wages to community support and social inclusion. Our platform helps people make better spending choices while giving ethical businesses the exposure and tools they need to grow.
Beyond running the business, I am committed to mentoring other founders, especially women and underrepresented entrepreneurs. I coach startup founders through Innovate UK, Hatch Enterprise, and Allia and serve as a judge for the Mayor’s Entrepreneur Competition.
My work has been recognised multiple times, including being named in:
<ul>
<li>Top 100 Female Entrepreneurs (f:Entrepreneur &amp; NatWest WISE100) 2023</li>
<li>Top 23 Most Inspirational Women (Startups Magazine)</li>
<li>SantanderX Top 100 Startups UK</li>
</ul>
Our ambition is to scale across the UK and beyond, supporting 20,000+ ethical businesses and 2 million users within five years. We are developing AI-driven insights to help businesses improve, and our new mobile app launches this year.
At In Good Company, we believe in the power of small businesses to change the world and we’re building the technology to make that possible.

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