Pipeline
HealthTech (TBD)
A concept under validation inside the studio. We'll say more when willingness-to-pay is proven and kill criteria are set.
Stage
Proposal
UK venture studio
Bold ideas, built properly.
ideaSquared (i²) is a UK-based venture studio. We build, launch and scale digital ventures with social and commercial upside — without recreating the same plumbing every time.
2
Active ventures
AdoptDontShop & Pairflix in build
4
Stage lifecycle
Mandatory kill criteria at each gate
30–50%
Equity retained
In every spun-out venture
10
Ventures by 2030
The portfolio target north star
The portfolio
Two ventures in build, one shared platform.
Each one inherits our shared product, engineering and operations stack. Each one launches faster. Each one keeps i² as a meaningful owner.
Alpha · in build
AdoptDontShop
A swipe-based pet adoption platform connecting UK rescue pets with the right humans. Free for adopters; SaaS for rescues.
Read
Venture brief →
Alpha · in build
Pairflix
An AI matcher that turns the nightly "what shall we watch?" argument into a 30-second decision — across Netflix, Prime, Disney+ and friends.
Read
Venture brief →
Pipeline
FinTech (TBD)
A second concept in validation. Same gate as everything else: prove the demand, set the kill criteria, then we build.
Stage
Proposal
See all ventures & studio repos for the full picture, including older open-source code from the studio.
The lifecycle
From bold idea to defensible business.
Every venture moves through a four-stage lifecycle, each with a defined exit criterion. Kill criteria are mandatory.
01 · IDEA
Problem hypothesis
Market sketch and a kill-or-keep call within weeks. We start with a painful, paid-for problem — not a technology in search of one.
02 · PROPOSAL
Validate demand
Willingness-to-pay and regulatory feasibility are tested before any production code. Mandatory kill criteria are set here.
03 · PROJECT
Build on the platform
Shared product, engineering, design, legal and ops construct the MVP. Design partners onboarded; first paying users.
04 · PRODUCT
Spin out & scale
Independent legal entity, follow-on capital, growth. i² retains 30–50% and stays useful as a partner, not a parent.
"Startups don't fail at ideation. They fail at execution."
The i² thesis
Why a venture studio, and why now