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Cardiff-based technology firm Alerte Universal has been named a regional finalist in the UK StartUp Awards 2026, earning a place on the Wales shortlist in the Global StartUp of the Year category.
The recognition places the company among more than 900 shortlisted businesses selected from over 2,000 entries nationwide, highlighting its growing impact in the safety and security technology space. The UK StartUp Awards, now in its fifth year, celebrates emerging businesses that have demonstrated innovation, growth, and measurable contributions to their industries within their first three years of operation.
Alerte Universal, founded by James Useghan, was established in response to rising concerns over personal safety and the protection of property. The company has developed a digital platform designed to provide users with rapid access to help in emergencies, leveraging mobile technology to bridge critical safety gaps.
At the heart of its offering is the Alerte App, a solution aimed at creating a digital safety net for individuals aged eight and above. The app has already gained attention for its real-world impact, with reports indicating it has contributed to saving lives since its deployment.
Speaking on the recognition, Useghan described the nomination as a significant milestone for the company and its mission. He said the achievement reflects the resilience and dedication of the team, as well as their shared commitment to building safer communities through technology.
“It is either I succeed or I succeed,” he said, emphasizing his determination. “Being named a finalist in Wales for Global StartUp of the Year is a testament to the hard work of our team and our commitment to making the world a safer place.”
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He added that the company is proud to represent its region and is motivated by the opportunity to compete at the next stage of the competition.
The UK StartUp Awards organisers note that the startup ecosystem continues to expand rapidly, with approximately 832,000 new businesses registered across the United Kingdom in 2025 alone. Collectively, this year’s shortlisted firms have created nearly 5,000 jobs and generate combined annual revenues exceeding £150 million, underlining the economic significance of early-stage ventures.
Professor Dylan Jones-Evans OBE, co-founder of the awards, praised the calibre of this year’s finalists, describing them as a reflection of the strength and diversity of the UK’s entrepreneurial landscape. He noted that new businesses play a crucial role in driving innovation, creating employment, and supporting economic growth across regions.
According to him, the 2026 finalists exemplify the ability to identify opportunities and build solutions that deliver meaningful value to both industries and communities.
Alerte Universal currently operates with a team of five and continues to position itself as a high-growth startup with a strong social purpose. Its focus on accessible safety solutions has distinguished it within a competitive field of technology-driven enterprises.
Regional winners of the UK StartUp Awards will progress to the national final, scheduled to take place at Ideas Fest in September 2026. The event will bring together leading startups from across the country to compete for top honours on a national stage.
For Alerte Universal, the nomination marks both recognition of its achievements to date and a stepping stone toward broader visibility and impact as it continues to expand its life-saving technology.
