Sara Murray
It was a heart-stopping moment in a supermarket that sent Sara Murray on the road to setting up Buddi.
The tracking app lets elderly people carry on with normal life while relatives can discreetly keep an eye on them, but the idea for it struck Murray when she lost sight of her daughter.
Having soon found her, she saw how a wrist-worn tracker could help in an emergency, although the tech found traction with senior citizens rather than the very young.
Buddi is not the qualified helicopter pilot’s first venture. She set up price comparison website Confused.com, and sold it Admiral Insurance in 2003.
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