£1M+ built without outside capital. Now opening the cap table to the right long-term partners.
Seed round
Raising £-
EIS eligiblePureVibe Wellness Ltd
02.
Bootstrapped: £18k to £1M+
14 years leading sales and product innovation in speciality coffee. In 2020 James invested his last £18k to build what he couldn't find: clean coffee that actually worked.
That bridge - from deep coffee craft into functional wellness - is the brand's edge. Clean inputs, clinical doses, results you feel. £1M in revenue and now building toward the global clean wellness brand.
EIS eligiblePureVibe Wellness Ltd
01.
The clean standard
The wellness market is full of promises. Balance is the clean alternative - every batch lab-tested, every dose clinical, built on 14 years of speciality coffee craft.
Vision
To pioneer wellness rituals through cleaner ingredients, smarter stacking, and functional products that deliver noticeable impact on body and mind.
Mission
To build a next-gen wellness brand - formulating clean, science-backed products that support energy, focus, recovery and vitality without the crash or compromise.
01Radical IntegrityWe don't cut corners. Purity. No BS.
02Functional FirstIf it doesn't work, we don't make it.
03Ritual-Led InnovationSmall habits. Big changes.
04Built for BalanceWellness isn't a trend - it's a system.
EIS eligiblePureVibe Wellness Ltd
At a glance
The brand
Clean, clinically dosed wellness. Proof, not promises.
We made coffee trustworthy: lab-tested every batch, jitter-free.
A daily ritual system, not single supplements.
The proof
4.7 stars from 800+ customers.
Featured in Forbes, BBC, Independent & Evening Standard.
Advised by wellness, growth & nutrition leaders.
The traction
63% MRR growth, subscriber-led.
6:1 CAC:LTV, 65% returning. Blended CAC £10.
Predictable, recurring revenue. 2025
The vision
UK DTC to a global wellness brand + B2B.
The Bali wellness flagship: the brand made human.
Vertical integration: roastery first, then farm.
The numbers
Path to £3.9M revenue by 2030. GP margin 55% → 67%.
Commercial coffee has a purity problem - toxins, jitters, crashes. We fixed all three.
185% of coffee: toxins, chemicals, mould→
Toxin-free, lab-tested for purity
2Jitters & crashes→
Smooth, clean energy. No crash.
3Brain fog, low energy→
Adaptogenic mushrooms, clinically dosed
EIS eligiblePureVibe Wellness Ltd
04.
4.7★ rated by 800+ customers
Excellent806+ reviews on Trustpilot
LC
Lucy Cowley
1 review · GB
The lions mane mushroom elixir keeps me focused
The lions mane mushroom elixir has made a huge difference to my concentration and mental energy. I feel it sinking in after drinking it in my coffee, and cooling some of the inner 'noise' in my head. I have been taking the elixir for a month now and I am able to complete more of the boring tasks in my day than before. It's great. Thanks guys!!
Date of experience: June 26, 2024
SS
Steph Sayer
1 review · GB
Great coffee a lot better than other...
Great coffee a lot better than other organic healthy coffee I have tried before. Customer service amazing - had an issue with my order quickly fixed, great communication. Definitely would recommend.
Date of experience: August 05, 2024
EIS eligiblePureVibe Wellness Ltd
05.
Featured in Global Press
Coverage across Forbes, BBC Good Food, the Independent and Evening Standard. Proof that Balance is the UK's leading clean coffee and wellness brand.
The Independent
Best Buy
"10 best coffee subscription services - Best healthy coffee pick"
The Independent · 2024
Evening Standard
BBC good food
EIS eligiblePureVibe Wellness Ltd
06.
Expanding: UK DTC → global brand
From a clean coffee brand to a clean wellness world. Four expansion fronts, each compounding the others.
①
Vertical integration
Own coffee farm + roastery - soil-to-cup clean supply on the hero product. The un-copyable moat.
②
The wellness flagship
The Bali flagship - brand world made human and a compounding content engine. Belonging, not a transaction.
③
Grocery & retail
Whole Foods, Holland & Barrett, Amazon and international doors. Category & channel development.
④
International & B2B
Europe, US and beyond. Coffee & mushroom pods (£1B market), equipment and wholesale.
The product range today: toxin-free coffee (beans & ground, 1,000+ antioxidants, lab-verified) and mushroom elixir drops - built for taste and health.
EIS eligiblePureVibe Wellness Ltd
B1.
Bali Wellness Flagship
Wellness Concept Store · Bali
The brand, made human
A gathering place for Balance's wellness community - bringing like-minded customers together in the world's wellness capital. The human proof point DTC alone can never build.
Community engineA home that turns customers into advocates who film, share and buy for life
Creator & influence hubGlobal organic reach at a fraction of paid cost - lower dependence, better MER
Distribution launchpadPhysical credibility unlocks wholesale and retail doors competitors can't enter
EIS eligiblePureVibe Wellness Ltd
Roastery
The Balance Margin Moat
Vertically integrating our supply chain
Every step up the chain unlocks greater margin, scalability, quality control, and proof competitors can't replicate.
Roasting in-house by 2029/30. Growing our own beans by 2032.
Origin
EIS eligiblePureVibe Wellness Ltd
07.
Advised by industry leaders
Reputable advisors across wellness, growth, nutrition and science support our growth.
EIS eligiblePureVibe Wellness Ltd
08.
£2.1B coffee & wellness market re-size pending
Total Available Market (TAM)
Coffee £2BMushrooms £100M
Serviceable Available Market (SAM)
Coffee £800MMushroom £40M
Serviceable Obtainable Market (SOM)
Coffee £40MMushroom £4M
Re-sizing to the wider vision: functional wellness + café / food-service + retail - not coffee + mushroom alone.
£2.1B
£840M
£44M
EIS eligiblePureVibe Wellness Ltd
09.
Winning on health and taste
EIS eligiblePureVibe Wellness Ltd
10.
£1.1M in 2025. £825K in 2026. £3.9M by 2030.
Subscriber-led, predictable revenue. Scaling from £70K to £90K/month through 2026.
EIS eligiblePureVibe Wellness Ltd
11.
DTC model ready to scale
Capital scales the brand on proven channels and funds the next chapter: the wellness flagship and vertical integration.
Our ask
£-new ask TBC
Pre-money: 2.2× annualised revenue
Dec '26 target: £100K/month run-rate
EIS eligiblePureVibe Wellness Ltd
12.
Unit economics
£10
Blended CAC
7:1
CAC : LTV
£83
Avg LTV
65%
Return rate
Last 90 days Oct 2025
AwarenessTraffic 173,316
Consideration
IntentCAC £10
ConversionAOV £39Orders 3,826
RetainReturn rate 65%LTV £83
GrowChurn 11.6% · Sub MRR £30,700
EIS eligiblePureVibe Wellness Ltd
13.
Path to £3.9M revenue by 2030
EIS eligiblePureVibe Wellness Ltd
14.
Roadmap: Founder-led, growth engine ready
2026
Scale DTC & deploy AI-enabled marketing ops
early '27
Bali wellness flagship - concept & design
2027-28
Bali wellness flagship - build
2029/30
Roastery build - first integration unlock
2032
Vertical integration - coffee farm
Senior hires in growth and ops; James focuses on brand and product.
EIS eligiblePureVibe Wellness Ltd
The balance ritual
One consumer. Every moment covered.
01HydratePre-coffee
Electrolytes (BLNC)
Coffee depletes minerals. BLNC restores them first - built to complement, not compete.
Q1 2027
02EnergiseMorning
Clean Coffee
Toxin-free, speciality-grade, lab-tested every batch. Beans, ground and pods.
