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Startup Name: Fluid Focus
Tagline: Earn real-world rewards for spending less time on distracting apps.
Elevator Pitch: Fluid Focus is the first app that pays people to put down their phones. Built for Gen Z and young professionals, it uses gamification and behavioural science to reward users with real-world incentives – from gift cards to charitable donations – every time they reduce their screen time. Instead of blocking apps or relying on guilt, Fluid Focus makes focus feel fun, measurable, and meaningful.
Backed by a £640K pre-seed round and supported by over 40 academic institutions, including a formal study with a Russell Group university, Fluid Focus is already gaining traction with thousands of users across 177 countries.
With mobile, desktop and wearable integration in the pipeline, it’s building the future of digital wellbeing – where attention is currency, and healthy habits are rewarded.
Target Market: Gen Z and young millennials who are aware of their excessive screen time and want to feel more focused, productive, and in control — but need the right motivation and tools to change their habits.
How will you make money?: Mainly through B2B and B2A partnerships through premium subscriptions on the app for their students
How much capital have you raised?: 500k-1m
Founder(s) Name: Will Love
Website: https://www.fluidfocus.app/
Twitter: @real_willlove
City/Country: Belfast
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