Sara started her first business at the age of 22 – Ninah Consulting, a marketing consultancy advising multi-national corporates on their marketing effectiveness. It has been adopted by some of the world’s largest consumer brands, beginning with SmithKline Beecham and later including HBOS, Diageo, the AA, CGNU, Comet and Coca-Cola Schweppes. In 1999, Sara founded inspop.com, an online insurance marketplace. Having built the customer base to 250,000, she sold the company to the Admiral Group 18 months later, who renamed it confused.com.

Sara is the founder and CEO of Buddi – an idea that came to her when her young daughter Rowena temporarily disappeared at a supermarket. She wanted to create a way to give both her and her daughter peace of mind, and after two years of research and development in GPS technology – Buddi – an innovation in personal safety, became a reality in 2007. Today, Buddi leads the field in assistive technology and its main focus now is to help the elderly and those with Alzheimer’s remain independent for longer and to give carers and families peace of mind. In 2020 Buddi was selected to support NHSX (the joint unit of Department of Health & Social Care, NHS England and NHS Improvement created to drive the digital transition of care) against Covid19.

She has also pioneered Tracker – a secure monitoring service in the mental health arena – which is being used by some of the largest NHS Trusts, police forces, private companies and individuals.

As a result of Sara’s work in the technology arena, she was made a member of the British Government’s Technology Strategy Board, which supports the exploitation of science, technology and innovation to benefit business, increase economic growth and improve the quality of life in the UK. She was also appointed to the Government’s Small Business Economic Forum, which has been established to provide small business leaders with a direct link to Ministers, to discuss Government economic policy relevant to enterprise and small business.  She was awarded an OBE in 2012 for services to entrepreneurship and innovation.  Sara has also been named Entrepreneur of the Year at the Orange National Business Awards. She was also the winner of Europe’s Allstar CEO Award 2019.

Sara is a founding board member of Seedcamp, an organisation to jumpstart the entrepreneurial community in the UK and Europe. She is an avid skier, sailor and runner, and loves spending time with her daughter.

“Great speech by Sara Murray on starting a business” Matthew Rock, Director, Think Publishing

“Sara Murray founder of Buddi gave a great talk ” Alexis Cuddyre, Vice President Brand & Creative ADAY

 “Infectious energy and drive from Sara Murray at CBI MSB event …embrace risk” Allan Evans, Global Head of Business Development and Marketing at BDO Global

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