DMU Enterprise Team

Start-up Story: LoyalFree


We are LoyalFree – the new app for local businesses created by 2 individuals from Leicester. We launched in September 2016 and are on a mission to get people out of chains and into independent businesses in the area! We do this with an app which helps you find new awesome places to visit and save money at.

Starting a business has been a passion of both of ours since graduating; we have spent several years gaining commercial skills in the workplace and now feel confident in pursuing our dream. Beginning our journey in Leicester has enabled us to make use of local support and resources such as the DMU Innovation Centre and Enteprise Team, Leicester Tech Startups, local news publications and regional networking groups.

We love self employment because it gives us the opportunity to work and share experiences with like minded people on a similar journey. But it is not without it’s challenges. We face challenges connecting with people who are fed up of being sold to; articulating the value of our product can sometimes prove difficult with the endless amount of marketing options available. However, by tracking analytics and results closely we are able to decide which marketing activities to focus on.

The biggest lesson we have learned is to always keep trying and be willing to adapt our views and ideas. We constantly update our offering and change our approach based on the feedback of our customers and users. Our next step is to expand the app to Nottingham and cities further afield. The future is a truly exciting prospect and the possibilities for LoyalFree are endless in a society which is increasingly favouring independent business.

Our top tip to you is to make sure you are truly passionate about your venture. Having a business can sometimes feel overwhelming, tiring or challenging. But if you are truly passionate about it then you can work through those challenges and succeed.

Want to use LoyalFree to save money yourself?

Download our app now:

Know a business you’d like to see on there? Let us know by emailing us on and we will go and visit them!