As part of our Igniting the Spark series, we spoke with Ben Wilmot, co-founder of Canbury, about building a business shaped by real-world investor challenges. Drawing on his experience advising pension schemes and asset managers, Ben set out to create a more tailored approach to sustainability data. Canbury uses AI to deliver real-time, investor-specific analysis, helping institutions move beyond generic scoring models towards insight that genuinely supports decision-making. He also shares his perspective on building credibility in a conservative market and competing with long-established players.
Your What & Why?
Q1. What does your business do and what is the purpose?
Canbury provides AI-powered analytics for institutional investors and companies. We help asset owners, such as pension funds, asset managers, and companies make better investment decisions by giving them customised, real-time analysis of portfolio and company sustainability data – tailored to their own policies and frameworks rather than relying on generic third-party scores.
The purpose is to close a real gap in the market. Investors often spend significant sums on data and advisory services, but still struggle to get analysis that genuinely supports their decision-making. We use AI to do the heavy lifting – finding the relevant data, processing company disclosures, handling the time-consuming components – so our clients get insight that actually maps to how they work.
Your Spark?
Q2. What sparked the idea behind your product and service?
Will, my co-founder, and I were advising pension schemes on ESG and climate reporting for many years. We kept seeing the same pattern, clients spending substantial amounts across various providers but not getting the support or insight they actually needed.
We realised our combination of skills – my background in AI and finance, and Will’s deep expertise in ESG and stewardship – meant we could approach the problem differently. Instead of generic products, we could deliver analysis that’s genuinely tailored to each client’s framework and investments, but do it at scale because the technology handles what would otherwise require teams of analysts.
Hardest Challenge?
Q3. What’s the toughest challenge you’ve faced so far and how did you overcome it?
The toughest challenge has been selling to enterprises before you have enterprise clients. Institutional investors are naturally conservative – they’re managing other people’s money and can therefore be reluctant to take risks on unproven vendors.
We overcame it by being relentlessly focused on proof points. We started with bespoke projects for forward-thinking clients willing to pilot new approaches. Each successful project became a reference that made the next conversation easier. It’s slow at first, but eventually the momentum builds.
The other ongoing challenge is balancing cash flow with the need to invest ahead of the curve. You’re constantly making judgment calls about when to hire before the revenue is fully there to support it. There’s no clean answer – you just get better at managing the tension.
One Piece of Wisdom
Q4. Is there any advice you have for entrepreneurs just starting out?
Solve a problem you’ve personally experienced. Will and I had spent years seeing the limitations of ESG data as practitioners before starting Canbury. That meant we knew exactly what clients needed and could speak their language from day one.
Build a support structure around you – at work and at home. There will be times when deals fall through or cash gets tight, and you need people you can lean on. That network matters more than most people realise when they’re starting out.
And be patient with enterprise sales but impatient with product development. Enterprise contracts take time – that’s just the reality of selling to institutions. But while you’re waiting, keep developing, keep improving, keep creating reasons for clients to choose you.
The Highlight
Q5. What is your proudest business achievement?
Being in the room competing against multi-billion dollar companies, and winning.
We’ve often in competitive processes against the established players in our market, some of which have been around for decades, and won on the strength of what we’ve built. That’s entirely down to the team. When you’re a small company going up against incumbents with decades of history and massive resources, the only way you win is by being genuinely better at solving the client’s problem.
One Piece of Wisdom
Q6. If you could give a piece of advice to your younger self, what would it be?
Build your professional network as hard as you can, as early as you can.
With business, I think it is natural to learn as you go and it is sometimes hard to take on board counsel when you haven’t experienced it first hand, and ultimately you rarely regret the actions you take because there was usually a good reason for them at the time. But the one thing that compounds more than anything else is relationships. The power of warm introductions becomes so important as you progress. Doors open differently when someone can vouch for you.
Keeping Motivated Beyond Work
Q7. What’s one thing that keeps your motivation alive when running your business?
Working with clients and solving problems. I get a huge energy from seeing it come together – taking a client’s challenge, working through it with the team, and delivering something that genuinely helps them. Those moments when a client sees what’s possible and recognises the value never get old.
Sharing Knowledge
Q8. Is there a book, video, TED Talk or quote you want to share?
I recently read a book on Shackleton’s expedition – his journey from Antarctica to South Georgia Island after his ship was crushed in the ice. The perseverance, the leadership, and the way he kept his crew together through impossible circumstances is remarkable.
What strikes me is how he brought everyone together for a common cause when the situation looked hopeless. When you’re building a company, those themes resonate: keeping the team aligned, making hard decisions under pressure, and persevering in good times and bad.
Working with Ignition Law
Q9. How did you hear about us?
A contact of mine who works in Venture Capital had met Alex (the founder) and made the introduction just as we were about to start Canbury. We had a coffee, instantly hit it off, and never looked back. From that initial coffee, we’ve always benefitted from great advice from Ignition.
Ignition Journey
Q10. Is there a story you could share with us about your experience working with the team?
Ignition has supported us through various stages of fundraising, and the experience has been seamless throughout. We’ve felt genuinely taken care of from start to finish – and investors have often commented on the quality of our documentation, which is testament to the work the team puts in behind the scenes.
Legal Support, The Experience
11. Please share one piece of feedback about how it has been working with us so far?
What stands out is the combination of deep legal expertise with people who are genuinely warm and approachable. Each person we’ve worked with has real specialism in their area, but they’re also just easy to work with – which matters when you’re going through something as intensive as a funding round. That first coffee with Alex set the tone, and it’s been consistent ever since.
