INVESTOR DECK · 2026
EQUOISE
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INVESTOR DECK · 2026
EquoiseLess noise. Better signals.
Horse ownership, care and trust in sync.
Equoise is building the connected operating layer around the horse, starting with one shared record for owners, riders, yards and care teams.
Raise
£250K
Round
Pre-seed
Scheme
SEIS
Close
June 2026
The horse is the centre. Everything else connects around it.
Problem
The horse world is full of signals.
Too many are still scattered.
Horse ownership, care and management still rely on fragmented messages, paper notes, personal memory and disconnected systems.
Owners, riders, yards, trainers, vets and farriers each hold part of the picture. But the horse rarely has one connected record that everyone can read from and contribute to.
That creates noise around every horse. Decisions take longer. Context gets lost. Trust becomes harder to build. The value sitting around the horse remains disconnected.
What should live around the horse
- One connected horse record
- One shared history across owners, riders, yards and care teams
- One intelligent layer built from recurring real-world use
- One trusted transaction layer spanning provenance, insurance, services, sales and commerce
The Thesis
The missing layer is not another equestrian app. It is one shared operating record around the horse, built from recurring real-world use.
The category does not lack knowledge. It lacks connection.
Why Now
Digital demand exists.
The missing layer is the connected horse record.
The British equestrian sector is commercially significant, with deep activity across ownership, riding, care, training, services, insurance, sales and retail.
Digital demand is already visible across tracking, yard management, records, communities and marketplaces. But most products solve isolated parts of the ecosystem.
Equoise connects the graph around the horse.
This is not a question of whether equestrian users will adopt software. It is a question of which platform becomes the trusted record around the horse.
Sources: British Equestrian Strategy 2025-2030 / BEF strategy launch, 2025; BHS Key Information and Statistics, citing BETA National Equestrian Survey.
The Opportunity
The winner becomes the connected record for a category that still runs without one.
Which platform becomes the system of record?
The Core
The horse is the centre.
Everything else connects around it.
Equoise starts with the horse because that is where the pain, data and recurring usage are highest.
Every horse needs one connected identity, one shared timeline, one care history, one training record, one professional context and one ownership story.
The horse is not a static asset. It is a living record of care, development, trust and commercial value.
The product begins where the need is most frequent: the people and activity around the horse.
The Bottom Line
Horse management is the entry point. Trusted equestrian infrastructure is the business.
The First Product
One connected record around every horse.
The first Equoise product is being built around the workflow owners, riders and yards already live inside.
Each horse gets a structured profile, shared timeline and connected record. The right people can contribute to the same layer, from care notes and training updates to vet history, farrier records, documents and owner visibility.
Equoise does not replace the relationships that make the horse world work. It gives those relationships a clearer system.
01 · PROFILE
Structured identity
02 · TIMELINE
Shared history
03 · ACTIVITY
Care and professional records
04 · ROLES
Connected access
Bellerose
16.1HH · GELDING · 8 YRS
Training session
Flatwork · 45 min · logged by Sarah (Rider)
Farrier visit
Full reshoe · logged by Yard Team
Vet check
Routine wellness · logged by Dr. James
Physio session
Back and hindquarters · logged by Care Team
User UI mockup. Not representative of final Equoise app.
Less noise. Better signals. One clearer record around the horse.
Recurring Usage
The more the horse is managed through Equoise,
the more valuable the record becomes.
Horses require recurring care, training, treatment, communication, approvals and visibility. Equoise sits inside real weekly behaviour. Updates are shared. Records are logged. Care is tracked. Spend is approved. Owners stay informed.
Workflow creates the habit. The habit creates the data asset.
Business Model
Subscription first.
Higher-value layers unlock as the record deepens.
Equoise starts with a simple subscription model around the horse and the recurring workflow. Initial pricing is structured around horse count and everyday operating use. This creates recurring software revenue from launch, while higher-value layers are introduced as trust, data depth and record quality compound.
The entry product builds the relationship. The record builds the trust. The trust unlocks the commercial layers.
Starter Pricing
1 horse
£9.99
/ month
2 to 3 horses
£11.99
/ month
4 to 5 horses
£15.99
/ month
The Model
Recurring revenue at entry. ARPU expands as trust and data compound.
Revenue Layers · ARPU Over Time
Business Model · Initial Rollout
We start where the horse world is already live.
Equoise is being built from inside a real equestrian environment, giving the platform direct access to live horses, owners, riders, yards and care workflows from day one.
The rollout follows how the category actually works. Each stage earns the right to the next by proving value in real operating conditions.
Initial Pilot Environment
HRB Equestrian
- Up to 20 live horses with real owners
- Real rider-yard workflows in daily operation
- Recurring horse-business activity from day one
- Direct feedback from a working equestrian environment
LIVE PILOT · JULY 2026
Rollout Stages
01
Prove the workflow live
Live horses, owners, riders and yard team activity
02
Premium yards and competitions
Expand into trusted environments where adoption can spread
03
Direct owner demand
Waitlist, referrals and founder-led content
04 – 05
PR, media, sponsorship and partners
Insurance, services, sales and recommendations as trust deepens
Each stage earns the right to the next.
Business Model · Pilot Validation
The pilot proves the workflow, validates the model
and creates the first evidence base.
What the Pilot Proves
- Real horse records created inside a live yard environment
- Owners, riders, yard team and care providers contributing to one shared workflow
- Weekly usage across care notes, training logs, updates, approvals and summaries
- Owner visibility tested without replacing personal communication
- Yard efficiency tested without weakening the human relationship
- Early evidence for retention, workflow-market fit and roadmap decisions
Competition Yard · Head Girl
"Equoise would be a useful tool from a yard point of view and very useful for a livery yard. It would be interesting to hear what owners think of the idea."
What Success Looks Like · Month 12
"Equoise should complement personal communication, not replace it. Owners choose their visibility level. Yards stay efficient without losing the human relationship."
The pilot creates the evidence base for a £1M seed round at Month 18.
Business Model · Customer Acquisition
Route to the first 500 subscribers.
The first 500 subscribers are acquired through live workflow adoption, founder-led distribution, yard networks, events and referrals, not blind paid acquisition.
01
Pilot wedge
Target: 50 to 100 users
HRB Equestrian validates the workflow with live horses, real owners and daily yard activity. The first real-world proof that the product works inside an operating environment.
02
Founder network
Target: 100 to 200 users
Direct outreach through existing owner, rider, yard, trainer and equestrian business relationships. Founder-led, high-trust and low-cost.
03
Yard-led adoption
Target: 200 to 350 users
Each yard becomes distribution, bringing multiple horses, owners, riders and staff into the platform. One yard relationship can unlock multiple accounts.
04
Events and live demo
Accelerates all stages
Horse shows, competitions and equestrian events become direct product demonstration channels. Founders show the product live to owners, riders, yards and trainers.
05
Community and referral loop
Target: 350 to 500 users
Owners invite co-owners, riders, grooms, trainers and care teams. The collaborative nature of the product makes referral a natural behaviour.
06
Paid acquisition test
Output: Repeatable CAC data
Small controlled paid media tests begin once landing page conversion, onboarding and retention are proven. The goal is repeatable CAC and conversion data, not volume.
Trust spreads through real horse networks first. Paid scales only once the model is proven.
Business Model · Value Chain
Workflow creates the record.
The record creates trust. Trust creates transactions.
Equoise compounds in five steps. Each phase adds depth and commercial value. Subscription starts with the recurring workflow. As records deepen, non-subscription revenue layers unlock, growing to a meaningful share of total revenue by Month 36.
Five-step chain
Recurring Workflow
£11.20/mo · care logs · training · updates
Structured Data
Horse record · shared timeline · history
Intelligence
Recommendations · alerts · insights
Trust
Verified records · provenance · reputation
Transactions
Insurance · horse sales · services · retail
Provenance
The horse record becomes a verified asset
Insurance
Structured records support underwriting confidence
Commerce
Relevant recommendations built on real usage
The subscription creates the relationship. The record creates the trust. The trust creates the transactions.
What This Round Delivers
This round proves the workflow, captures structured horse data
and reaches first commercial scale.
The purpose of this pre-seed round is to prove the workflow wedge, show recurring usage and establish the early data foundation that the wider platform depends on.
Sets up £1M Seed Round | Target Month 18
Base-case runway 30+ months · Break-even Month 26 · Seed round December 2027
Months 0 to 3
Months 3 to 6
Months 6 to 9
Months 9 to 12
This round turns Equoise from a strong thesis into a proven operating system.
Team
A founding team spanning commercial strategy, technical build, product thinking and real equestrian context.
Jake Posner
Founder and CEO
- 12 years across luxury fashion, beauty, wellness and hospitality.
- 8 years at Cinderella Hair leading brand and marketing across EMEA and APAC, managing a £2m+ budget.
- Founded and exited NO ONE TRUE ANYTHING. Scaled from zero to 3 London stores and wholesale and D2C in 20+ countries.
Role in Equoise
Brand, commercial strategy, investor relations, customer acquisition and growth.
Summer Moreland
Co-Founder and CTO
- Engineering across X's Mineral team, Planet and Cavnue, spanning software, hardware and complex systems.
- Active software role within an early-stage startup environment.
- Built MORE_bots using technical rigour and first-principles system design.
Role in Equoise
Leads technical architecture, platform build and future data infrastructure.
Tia Posner
CPO
OWNS AND RUNS HRB EQUESTRIAN · THE LIVE PILOT- Professional rider with lifelong category context across horse production, training, ownership and yard operations.
- Clinical Psychology Doctorate with a focus on confidence, decision-making and performance.
- Led clinical assessments under resource constraints during a national crisis. NHS frontline through the pandemic.
Role in Equoise
Owns the equestrian product reality, pilot environment, user psychology and horse-world workflow logic.
40%
Jake Posner
Founder and CEO
40%
Summer Moreland
Co-Founder and CTO
5%
Tia Posner
CPO
10%
Option Pool
Key Hires
5%
Advisor Pool
Strategic Relationships
The Raise
£250K pre-seed to establish
the connected record around the horse.
We are not building another equestrian app. We are building the trusted operating and data layer the category is still missing. This round is designed for early investors who understand the power of workflow-led infrastructure businesses and want exposure to a commercially significant category still missing its defining technology layer.
Modelled Runway
30+ Months (base case)
Break-even Target
Month 26
Next Raise Opens
Aug 2027
Target Seed Close
Dec 2027
Base Case Cash at Target Close
~£150K
SEIS Investor Benefits
Eligible investors may benefit from 50% income tax relief, tax-free gains if shares are held for 3+ years, and loss relief, subject to individual circumstances and SEIS eligibility.
SEIS tax treatment depends on individual circumstances and eligibility. This page is for information only and does not constitute tax, legal or investment advice.
Use of Funds · Pre-Seed Allocation
Allocations are maximums, not targets. Acquisition spend is staged to proof and near zero in early months. The product is being built in-house. This round proves the market, supports the pilot and builds the evidence base for seed.
Capital Path
The Month 18 seed round is planned to accelerate proven traction, maintain strategic cash buffer and scale from a stronger position, not to rescue the business.
This round proves workflow-market fit, establishes unit economics and creates the evidence base for a £1M seed round.
Appendix 1 · Market Validation
A significant market with visible digital and platform momentum.
Great Britain's equestrian sector is worth around £5 billion. The category includes approximately 850,000 horses, 1.82 million regular riders and 3.2 million occasional riders.
Digital demand is already visible across tracking, records, community, management tools, marketplaces and retail. But no product connects those workflows around the horse.
Each category has attracted standalone products. None connect around the horse. That is the platform opportunity.
Health and tracking
Vet records, weight, condition
Training and performance
Video, sessions, competition data
Yard management
Bookings, invoicing, schedules
Community and social
Groups, forums, content
Marketplace and retail
E-commerce demand in equestrian
Sales and provenance
Listings, passports, history, ownership
Appendix 2 · Competitive Positioning and Insurance Opportunity
Current tools solve slices of equestrian life.
Equoise connects the full graph.
Existing products validate that equestrian users will adopt digital tools, but they remain fragmented. Each solves a slice. None connect through the horse. None create the structured record that enables insurance, provenance, trust or commerce.
| Category | What they do | What they do not do |
|---|---|---|
| Ride tracking e.g. Equilab | Track rides, routes, speed and rider community | Connect care, owner visibility, yard workflows or provenance |
| Horse profiles e.g. My Cheval | Horse profiles, records and basic collaboration | Create shared operating layer with data depth |
| Yard management e.g. LiveryLive | Owner comms, records, tasks and invoicing | Connect horse intelligence, trust or transaction activity |
| Sales platforms | List horses and connect buyers and sellers | Create verified longitudinal records or provenance |
| Breeding records | Record lineage, stud and pedigree data | Connect day-to-day care or operational workflow |
| WhatsApp and email | Informal comms between yards and owners | Create structured records or intelligence layers |
Fragmentation validates demand. None of these products create the structured horse record that enables insurance, provenance or commerce. That is the layer Equoise is building.
THE INSURANCE OPPORTUNITY
No existing equestrian product creates the structured data that supports underwriting. Equoise does.
The Gap Today
Equine insurers currently price based on owner declarations, not verified records. There is no structured data layer connecting care history, vet visits and ownership to underwriting. Risk is estimated, not evidenced.
Underwriting Value
Stronger underwriting confidence. More accurate risk pricing. Premium adjustments based on verified data. Reward well-documented horses. Align commercial incentives with platform usage.
Partner Revenue Model
Insurance partners pay for access to structured horse data and verified records. Revenue scales with data depth, beginning small and growing as record quality and coverage improve.
Future insurance and partner revenue would be built around consent, permissioned access and verified records.
Partner Rev · M36. Insurance partner revenue modelled from Month 25, scaling to £15K/mo by Month 36.
Appendix 3 · Pricing Detail
Owner, rider and yard plans are deliberately separated.
Owner and Rider Plans · B2C
Equoise begins with owner and rider plans based around horse count and recurring operational use. Yard plans are introduced separately as the platform expands into deeper operational workflows. This protects B2C adoption and B2B scale while keeping early friction low.
1 horse
£9.99
/ month
Entry tier for single-horse owners and riders
2 to 3 horses
£11.99
/ month
Most common tier for co-owners and livery clients
4 to 5 horses
£15.99
/ month
Multi-horse owners and small producers
Separated plans protect B2C volume and B2B depth. Owner plans drive adoption. Yard plans drive ARPU and retention.
Yard Plans · B2B
Yard plans cover team-wide operational workflows: scheduling, horse management across multiple owners, care coordination and invoicing. Pricing reflects deeper operational value and higher retention.
£175
/ MO BLENDED Y1
Blended Yard ARPU Growth
1.5% monthly churn · 17% annual · B2B stickier
Appendix 4 · Platform Expansion
Each layer adds trust, data depth and commercial value.
Equoise expands in layers. Each one is earned by the data and trust accumulated in the layer beneath it. The foundation is the shared horse workflow. Everything above it depends on that record existing, being used and being trusted.
Higher layers unlock higher-value commercial activity across provenance, insurance, ownership, sales, services and commerce.
The Architecture
One platform. Multiple layers of value. Each earned by the one beneath it.
Partners, Insurance and Ownership
Syndication, fractional ownership, insurer integrations and partner revenue
Transactions, Discovery and Commerce
Horse sales, marketplace, services and retail
Production and Development Tooling
Young horse pipelines, training programmes and performance tracking
Social and Network Layer
Community, reputation, connections and shared knowledge
AI and Intelligence
Recommendations, alerts, pattern recognition and coaching support
Provenance, Breeding and DNA
Verified history, pedigree records, lineage tracking and identity
Shared Horse Workflow
Profiles, timelines, care logs, operational activity and recurring use
Appendix 5 · Insurance and Partner Upside
Structured horse data creates underwriting and partnership value.
Better horse records create better visibility into treatment, history, development and reported condition. That structured record supports stronger underwriting confidence, more accurate pricing and premium adjustments based on verified risk.
The same trusted data layer supports adjacent commercial use cases across breeding, diagnostics, care providers, sales agents and equestrian businesses.
Any future insurance or partner layer would be built around consent, permissioned access and verified records.
Underwriting confidence
Verified care and condition history
Accurate pricing
Risk based on real data, not declarations
Premium adjustments
Reward well-documented horses
Partner revenue
Aligned commercial inside the platform
The same record that powers the workflow also powers underwriting, partnerships and commercial expansion.
Data In · Value Out
Structured Horse Record
Insurance
Underwriting, pricing and claims
Breeding
Pedigree, lineage and verification
Care Providers
Vets, farriers, physios and dentists
Sales and Discovery
Listings, provenance and valuation
Diagnostics and Data
Analytics, benchmarks and research
Appendix 6 · Financial Summary
Three-year forecast across Bear, Base and Bull with unit economics and capital path.
| Metric | Bear | Base | Bull |
|---|---|---|---|
| Revenue | |||
| Year 1 revenue | £31K | £54K | £90K |
| Year 3 EBITDA | £141K | £593K | £1.77M |
| MRR Trajectory | |||
| M12 MRR | £4.6K | £8.2K | £13.4K |
| M24 MRR | £23.5K | £36.7K | £75.6K |
| M36 MRR | £112.4K | £142.5K | £311.8K |
| Scale | |||
| Owners at M36 | 6,000 | 7,500 | 12,000 |
| Yards at M36 | 120 | 150 | 250 |
| Profitability | |||
| Y3 EBITDA margin | 17% | 46% | 72% |
| Break-even month | M30 | M26 | M8 |
| Cash and Capital | |||
| Ending cash M36 | £109K | £698K | £2.24M |
MRR Growth · M12 / M24 / M36
Unit Economics · Base Case
£448
Owner LTV
92%
Gross margin
2.5%
Owner churn/mo
1.5%
Yard churn/mo
The base case creates a capital-efficient path from workflow proof to scalable recurring revenue.
INVESTOR DECK · 2026
EquoiseLess noise. Better signals.
Horse ownership, care and trust in sync.
The connected operating layer around the horse, starting with one shared record for owners, riders, yards and care teams.
CONTACT
Jake Posner
FOUNDER AND CEO
jake@equoise.com · +44 (0) 7515 545572
The horse is the centre. Everything else connects around it.