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Innovate UK’s reversal of grant decisions for its Women in Innovation Awards began with an email sent to FemTech entrepreneur Emma Jarvis, who had hoped her Dearbump start-up would receive a £75k grant. Innovate UK’s response read: “Unfortunately Innovate UK is unable to fund your application on this occasion”. Jarvis realised that only 25 of 1,452 applicants had received awards, and shared her experience on LinkedIn, urging other female founders to speak out. After her post went viral, a new community was formed that lobbied Innovate UK to fulfil its promise to fund 50 female-led businesses. Innovate UK has since pledged to fund 50 grants and make changes to its application process.