Dr Emma Williams, founder of emwillcare based in Porthmadog, has been recognised as one of the UK’s 100 most inspiring female entrepreneurs.
Dr Emma Williams, who founded her SaaS business in 2024, will be featured alongside leading female founders from across the country as part of Small Business Britain’s f:Entrepreneur #IAlso100 campaign, which celebrates the multi-achievements of women running businesses in the UK.
The campaign celebrates 100 exceptional women across the UK who are driving innovation, growth, and positive impact in their communities, while running successful businesses.
Emma is being profiled for her achievements in building Less Distress, by emwillcare, an AI-powered behaviour support app for dementia care that helps carers understand what distressed behaviour is communicating, predict when distress is likely to escalate, and act earlier with practical, person-centred guidance: reducing avoidable crises for people living with dementia and the staff and families supporting them. Emma is also commended for her commitment to sharing her expertise to improve dementia care at scale through training and support for carers and care teams, alongside active collaboration with care homes and the NHS to test what works in real-world settings.
Emma said:
“Being included in the #IAlso100 lineup is a real honour. As one of only eighty Behaviour Analysts worldwide specialising in dementia care, I’ve spent my career alongside carers and families, and I developed Less Distress because distressed behaviour escalates fast when people don’t have practical support in the moment. We’re building Less Distress to bridge that gap and turn everyday care observations into early warning signs and simple, practical guidance, so people living with dementia are supported with more dignity and fewer crises. This recognition is a huge boost, but the real focus is getting something genuinely useful into the hands of the people doing the caring every day.”
Launched in 2017 by Small Business Britain, the f:Entrepreneur campaign aims to raise greater awareness of the impact of incredible female business owners across the country, and help provide inspiration and role models to the wider small business community.
“It is brilliant to feature Dr Emma Williams and emwillcare in this year’s #IAlso100 campaign. All of the female entrepreneurs in this year’s line-up are inspirational and remarkable role models,” said Michelle Ovens CBE, CEO and Founder of Small Business Britain.
“Their creativity, leadership, and community impact show exactly why supporting female founders is so important, not only for the UK’s economic growth but for the positive difference they make to wider society.”
The #IAlso100 campaign offers a host of events, training, and networking opportunities to boost skills, capability, and confidence.
