Balance Coffee

Bootstrapped to £1M. Now opening the cap table.

Seed Round
Raising £-
4.7★ rated  ·  806 reviews  ·  EIS eligible
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: cleaner coffee that supported better energy and focus.

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.

James Bellis, founder
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 become the global standard for clean, functional wellness - products that deliver noticeable impact every day.

Mission

To build science-backed products that support energy, focus and recovery - without compromise on taste, purity or craft.

01 Radical IntegrityWe don't cut corners. Purity. No BS.
02 Functional FirstIf it doesn't work, we don't make it.
03 Ritual-Led InnovationSmall habits. Big changes.
04 Built 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%.
  • Raising £1M: wellness flagship build + ecom scale.
  • EIS eligible.
EIS eligiblePureVibe Wellness Ltd
03.

Fixing Coffee:
Purity, Jitter-Free

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
Balance Coffee range
Mushroom elixirs
EIS eligiblePureVibe Wellness Ltd
04.

4.7★ rated by
800+ customers

Excellent 806+ reviews on Trustpilot
LC
Lucy Cowley
Verified · GB
The lions mane elixir keeps me focused

Made a huge difference to my concentration and mental energy. I feel it cooling some of the inner 'noise' in my head. Able to complete more in my day than before. It's great!

SS
Steph Sayer
Verified · GB
Great coffee, a lot better than other...

A lot better than other organic healthy coffee I've tried. Customer service was amazing - had an issue with my order quickly fixed, great communication. Definitely recommend.

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
Wellness Concept Store

Launching the Balance Flagship Store, Bali

Balance wellness flagship, Bali

The brand,
made human

Our first physical location

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
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.

Coffee farm
Origin
EIS eligiblePureVibe Wellness Ltd
07.

The Balance Advisory Team

Wellness, growth, nutrition and finance expertise - supporting every layer of 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.

£525k in 2025. £825k in 2026. £3.9M by 2030.

Subscriber-led, predictable revenue. Scaling from £55k 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
£-
Pre-money: £2.5M (3× FY 2026 revenue)
Post-money: £3M  ·  Equity: 16.7%
Dec '26 target: £90K/month run-rate
    EIS eligiblePureVibe Wellness Ltd
    12.

    DTC Metrics

    £10
    Blended CAC
    7:1
    CAC : LTV
    £83
    Avg LTV
    65%
    Return rate
    Last 90 days  Oct 2025
    Traffic 173,316 annual visitors Awareness Organic search + paid social
    Email list + retargeting audiences Consideration Reviews, UGC, press credibility
    CAC £10 Intent Add to basket, checkout initiated
    AOV £39  ·  Orders 3,826 Conversion First purchase
    Return rate 65% Retain LTV £83
    Sub MRR £30,700 Grow Churn 11.6%
    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.

    James Bellis, founder
    EIS eligiblePureVibe Wellness Ltd
    The balance ritual

    One consumer. Every moment covered.

    01 Energise Morning
    Clean Coffee

    Toxin-free, speciality-grade, lab-tested every batch. Beans, ground and pods.

    Live now
    02 Optimise Morning+
    Mushroom Elixirs

    Lion's mane, chaga, cordyceps. Clinically dosed focus, immunity, vitality.

    Live now
    03 Hydrate Pre-coffee
    Pre-Coffee Electrolytes

    Balance Restores what gets lost, built to complement not compete.

    Q1 2027
    04 Sustain With coffee
    Alternative Milks

    Clean-label companions. The same standard applied to everything in the cup.

    Pipeline 2027
    05 Alternate Afternoon
    Matcha

    The clean afternoon ritual. Smooth caffeine, L-theanine focus. Clean standard, different source.

    Pipeline 2027
    EIS eligiblePureVibe Wellness Ltd
    NPD timeline

    Building across
    the day

    Each new product fills a gap in the ritual. Same consumer, deeper daily relationship - and stronger lock-in to the Balance ecosystem.

    Live now
    In pipeline
    Now
    2026
    Energise · Morning
    Clean coffee

    Beans, ground & pods - toxin-free, lab-tested

    Optimise · Morning+
    Mushroom Elixirs

    Lion's mane, chaga, cordyceps - clinically dosed

    Q1
    2027
    Hydrate · Pre-coffee
    Electrolytes (BLNC)

    Fills the pre-coffee gap - restores what coffee depletes

    2027
    expanding
    Sustain · With coffee
    Alternative Milks

    Clean-label companions for the whole cup

    Alternate · Afternoon
    Matcha

    Smooth caffeine, L-theanine - clean ritual, different source

    2028+
    next horizon
    Unwind · Evening
    Cacao

    Clean comfort - adaptogens for wind-down ritual

    EIS eligiblePureVibe Wellness Ltd
    Balance Coffee

    The clean standard.
    Proven in market.
    Ready to scale.

    Built from £18k to £1M+ without outside capital. Now opening the cap table to the right long-term partners.

    JB
    James Bellis  ·  Founder & CEO
    invest@balancecoffee.co.uk
    EIS eligible  ·  Seed round  ·  balancecoffee.co.uk
    EIS eligiblePureVibe Wellness Ltd
    Balance Coffee · investor deck · 1/- · ← → to move