The consumer technology (ConsumerTech) sector is entering a new era, shaped by advancements in technology, shifting consumer behaviours, and a now-established focus on sustainability and wellness. From hyper-personalised services that improve health outcomes to decentralised platforms that empower creators, startups are evolving to meet the demands of a hyper-connected, value-driven generation of customers.
In the UK, we see startups everyday who are creating innovative solutions that seek to blend technology, profit and purpose. From personalised health and wellness, to the vast amounts of consumer capital that niche online marketplaces can unlock, at Love Ventures, we believe ConsumerTech represents a vital pillar of the UK’s tech ecosystem.
Automation: Personalisation 2.0
The next frontier of ConsumerTech is personalisation at a scale and depth we’ve never seen before. This is about more than just tailored recommendations; it’s about creating truly unique, data-driven experiences that improve our daily lives. In the UK alone, ConsumerTech companies leveraging AI and machine learning are projected to grow by 25% in 2025, according to Deloitte.
Personalised preventative healthcare is one of the key areas ripe for innovation. By harnessing data collected from wearable devices, health apps, and other technologies, startups are enabling users to better understand their bodies and detect issues before they become serious.
Mojo, a Love Ventures portfolio company from Fund III, focuses on sexual wellbeing. Sexual wellbeing has historically been considered something of a taboo, however modern founders are willing to tackle these challenges head on. Mojo offers personalised coaching to men around the world looking to solve an issue neglected by large incumbent healthcare providers.
This shift is moving us into an era of health prosperity and longevity, where managing our diets, exercise, and even environmental factors becomes an integrated part of daily life, and companies in this space are helping consumers make sense of complex biological data, empowering them to make better choices about their health.
Beyond healthcare, personalisation is driving change in industries like e-commerce and entertainment. Platforms are leveraging AI to create shopping experiences that feel bespoke and tailored, leading to higher customer satisfaction and retention. In ConsumerTech, personalisation isn’t just an enhancement; it’s an expectation.
Marketplaces: Connecting Consumers and Producers Directly
The rise of marketplaces has revolutionised how consumers access goods and services. By connecting buyers directly with producers, marketplaces reduce costs, improve user experiences, and create opportunities for businesses of all sizes. In the UK, marketplaces are thriving, contributing significantly to the economy and reshaping industries from retail to mobility.
Marketplaces like Depop, founded in the UK, illustrate this trend. Depop transformed how younger generations engage with fashion by providing a platform for individuals to buy and sell second-hand clothing directly. With over 30 million users globally and its acquisition by Etsy for £1.15 billion in 2021, Depop showcases the UK’s ability to create consumer-driven platforms with international appeal.
Another standout example is Deliveroo, which has changed the way people interact with food delivery. Its marketplace model connects restaurants with consumers and delivery drivers, creating value across the ecosystem. Since its founding in 2013, Deliveroo has expanded globally, recording a valuation of £7.8 billion prior to its public listing in 2021.
In the same vein, Love Ventures portfolio company HomeCooks, offers independent chefs the opportunity to generate income through the distribution of their meals to consumers looking for convenience and access to cuisines from around the world, without a restaurant price tag.
The marketplace model thrives because of its ability to aggregate supply and demand while providing seamless digital experiences. As technology evolves, these platforms will continue to refine their offerings, integrating features like AI-powered personalisation and embedded finance. For ConsumerTech entrepreneurs, marketplaces remain a critical area of opportunity to reimagine how people access and engage with goods and services.
Decentralisation: Empowering Creators and Communities
The rise of decentralisation represents a fundamental shift in the ConsumerTech landscape, where power and ownership are being redistributed from large corporations to individuals and communities. This movement is already sparking a new wave of creativity and entrepreneurship, with UK startups at the forefront of this transformation.
Decentralisation is perhaps best exemplified in the ConsumerTech space by the growth of the creator economy, which now comprises an estimated 303 million creators worldwide according to a study by Adobe. This trend empowers individuals—whether artists, coders, or entrepreneurs—to connect directly with their audiences, monetise their work, and retain ownership over their content. The UK has built some of the most successful creator economy tools, with platforms like OnlyFans having become vital tools for creators (OnlyFans reportedly generated over £4 billion in revenue in 2022 and continues to grow).
Underpinning this shift is the promise of Web3 technologies. Decentralised platforms built on blockchain enable users to own their digital assets, from music and art to virtual real estate. Unlike previous iterations of the internet—where users could “read” (Web1) or “write” (Web2)—Web3 allows users to “own” their digital presence. This creates new avenues for startups and entrepreneurs to build tools and platforms that empower consumers with greater control over their online experiences. The jury is still out on how Web3 will evolve and when it will enter a more mainstream consciousness, but the technology exists and is here to stay.
As decentralisation continues to gain traction, its impact extends beyond digital content and finance. This shift represents an opportunity to create more equitable systems, sparking innovation across industries and offering consumers unprecedented levels of control and empowerment.
Authenticity: The Pursuit of Real Connection
In an increasingly digital world, consumers crave authenticity and human connection like never before. As we spend more time online, away from traditional “real-life” experiences, the demand for genuine interactions—both physical and virtual—is driving innovation in ConsumerTech.
This shift is evident in the resurgence of interest in real-world activities, such as community-driven fitness (think boutique gyms like Barry’s and F45) and shared cultural experiences. At the same time, technology is bridging the gap between physical and digital spaces, with advancements in augmented reality (AR) and virtual reality (VR) providing new ways for people to connect and interact authentically.
Authenticity also extends to brand relationships. Today’s consumers are increasingly scrutinising the values and practices of the companies they engage with. A recent Deloitte study found that 64% of Gen Z consumers in the UK prioritise authenticity in the brands they support, underlining the importance of building trust and genuine connections in the digital age.
For ConsumerTech entrepreneurs, this pursuit of authenticity represents a significant opportunity. Whether through enabling real-world connections or creating more meaningful digital experiences, the ability to deliver authenticity is fast becoming a competitive advantage in the race to capture the attention of modern consumers.
We see companies such as givestar, Love Ventures Fund III, supporting its users in balancing purpose with this shift toward authentic experiences. Having worked with the likes of the “Hardest Geezer” to fundraise for his now legendary run through Africa, givestar is creating a unique proposition for individuals looking to fundraise for the causes that matter most to them.
Corporate Venture Capital: A Strategic Partner for Startups
An important underpinning factor within VC and ConsumerTech is the role that corporate venture capital (CVC) has to play. The role of CVCs is growing rapidly as incumbents seek to ensure that they are at the forefront of technological innovation.
Today, 1 in 4 venture deals globally includes a CVC participant, highlighting their increasing importance as both investors and strategic partners. In the UK and across Europe, CVC-backed startups are gaining an edge, leveraging corporate resources to scale faster and with greater precision.
By blending the agility of startups with the scale and influence of established corporations, CVC-backed partnerships are creating a new wave of solutions that respond to shifting consumer needs while shaping the future of the industry.
The Opportunity Ahead
The ConsumerTech sector is transforming at a pace that reflects the ever-evolving needs of its users. From automation driving hyper-personalisation to decentralised platforms empowering creators, innovation in this space is bridging the gap between technology and human connection. In the UK, startups are uniquely positioned to lead the global charge, addressing challenges and unlocking new opportunities across industries.
At Love Ventures, we are proud to support ConsumerTech founders across our portfolio who are redefining how people connect, consume, and create. We believe the future of ConsumerTech lies in its ability to adapt, innovate, and inspire—and we are committed to helping startups turn these opportunities into meaningful growth.
