LBS logo London experience. World impact.

First movers don’t always have the advantage. Sometimes the smart thing is to wait for the pioneers to take the initial risks, and to do the hard work in shaping a market.


This award is for the company that moved quickly to dominate an emerging market category, typically with a different and better business model than the first mover.


Learn more about the 2017 shortlisted candidates


The People’s Choice winner for this category is CREATE Fertility

CREATE Fertilitycompany_s


In vitro fertilisation (IVF) treatments have been around for decades, and they have improved the chances of parenthood for thousands of people. But existing techniques can be burdensome and painful, as well as expensive.

CREATE Fertlity’s approach is to increase the chances of conception through milder, less harsh methods using fewer drugs and promoting natural treatment that is more friendly to the body. It is focused on producing high quality eggs and embryos, which is safer than conventional, high stimulation methods and also more affordable. “We focus on quality, not quantity of eggs,” says MD Geeta Nargund, a leading gynaecologist and reproductive medicine expert.


Revenues from the clinic are used to fund scientific research in IVF, particularly with a view to increase accessibility to patients.

Today, the company is one of the largest private IVF clinic groups in the UK offering treatment to private and NHS patients in the UK.

twitter-128_32x32   Follow CREATE Fertility on Twitter: @CreateIVF



To describe Monzo as a new kind of bank underestimates the pace of innovation in today’s digital economy. Founded in 2015, Monzo offers instant payment notifications, built-in budgeting and fee-free travel. And in keeping with its light-speed technology, Monzo has quickly transformed itself, from a mobile app and a prepaid debit card, to offering a fully-fledged current account, just a few months after receiving its full UK banking license.

The UK has been a hotbed for fintech start-ups offering new banking services. Monzo has emerged from this ferment as a leader, attracting more than 350,000 customers. And yet for all the advances in technology, and speed of business pace, CEO and founder of Monzo, Tom Blomfield, remains committed to a measured, careful approach to testing products and attracting new customers. Monzo is focusing on providing the best possible user experience, as the foundation for its continued success.

twitter-128_32x32   Follow Monzo on Twitter: @monzo



When he moved to New York from his native Turkey, Hamdi Ulukaya, founder and CEO of Chobani, the leading Greek yogurt brand in the U.S., discovered yoghurt wasn’t as delicious, nutritious and widely available as it was back home. What Hamdi has managed to achieve since the launch of Chobani in 2007 is nothing less than the disruption of what was originally a very settled and established yogurt industry.

In the U.S. consumers were accustomed to the Western European style produced by the incumbents and the inclusion of artificial additives as part of the manufacturing process. Hamdi educated consumer tastes to prefer the Greek variety by growing awareness of using only natural, non GMO ingredients with no artificial preservatives and / or sweeteners.


A decade on, Hamdi is still committed to innovation, introducing what he calls his new ‘Smooth’ brand, which comes in five flavours.

twitter-128_32x32   Follow Chobani on Twitter: @Chobani

Vivino company_s


There are over 600 wine apps within the Apple App Store. However, with over 25 million registered users, 25 million consumer reviews and 75 million ratings on 12 million wines, one app has quickly come to dominate the space, Vivino.

Vivino is the world's largest online wine marketplace, powered by a community of wine drinkers who use the Vivino app to scan and rate more than 500,000 wines every single day. Through and the Vivino app, users discover and purchase wine based on their individual scanning, rating and purchase behavior and community recommendations, making wine discovery fun, accessible, and easy to understand for wine drinkers of every level of expertise. With the Vivino app, users take a photo of any wine label or restaurant wine list with their mobile device and Vivino’s proprietary image recognition technology delivers ratings, reviews and average pricing for every bottle instantly. Founded by Heini Zachariassen and Theis Søndergaard in 2010, Vivino is available for download on Android and Apple devices. Vivino has raised $37 million to date.

To download Vivino, visit