Case Study - Catalyzing Financial Inclusion: Boshhh's Rapid Transformation with Comprehensive Support

Financial Exclusion in the UK Mobile Market

In the United Kingdom, over 52% of mobile phone contracts are declined due to poor credit scores. For millions of people, this creates a vicious cycle: without access to a mobile contract, they cannot build credit. Without credit history, they are locked out of essential financial services.

Boshhh, founded in 2022, set out to break this cycle. Their concept was bold: a SIM-only mobile network built specifically for people who have been rejected by traditional providers. Every Boshhh contract is reported to credit agencies, transforming a monthly phone payment into a credit-building tool.

But when Boshhh approached Avvale, they had the product but not the story. To attract investors and secure the funding needed to scale, they needed a pitch deck that would clearly articulate the scale of the opportunity, the strength of their business model, and the social impact of their mission. The challenge was presenting a telecommunications business that also functions as a financial inclusion engine in a way that resonated with both impact-focused and return-driven investors.

Building an Investor-Ready Narrative

Avvale worked closely with Boshhh founder Lewis to craft a 22-slide investor pitch deck that balanced commercial ambition with social impact. Our approach focused on several key areas:

Market Sizing & Opportunity: We quantified the UK telecommunications market at £31.8 billion, identified the £159 million serviceable addressable market for credit-building mobile services, and demonstrated that even a 0.5% market share in the first three years would generate significant returns. This gave investors concrete numbers rather than vague potential.

Competitive Positioning: We mapped Boshhh against competitors like Loqbox and Bits (credit builders) and traditional networks (EE, Three, O2, giffgaff). The key differentiator was clear: Boshhh is the only mobile network with a 100% acceptance rate that establishes a credit agreement through Equifax. Unlike credit-building apps, Boshhh provides an essential everyday commodity.

Financial Projections: We built a three-year forecast showing the path from £585K revenue in Year 1 to £3.2 million by Year 3, with gross margins improving from 39% to 47% as the subscriber base scales. We projected the company reaching profitability within 4.5 months of full deployment, a timeline that demonstrated capital efficiency to investors.

Partnerships & Credibility: The deck highlighted Boshhh's strategic partnerships with EE for network coverage, Equifax and Experian for credit reporting, and regulation by the Financial Conduct Authority (FCA). These partnerships transformed Boshhh from a startup concept into a credible, regulated financial services provider.

From Pitch Deck to £1 Million Seed Round

Within months of deploying the Avvale-built pitch deck, Boshhh successfully raised £1 Million in seed funding in August 2024. The round was structured as EIS/SEIS and equity investment at a £4 million pre-money valuation.

The funding is being deployed across three key areas: market penetration to capture a significant share of the mobile credit-building market, technology enhancement to further develop the Boshhh app and platform capabilities, and team expansion to support the growing subscriber base.

Since the raise, Boshhh has continued to grow its customer base, building on the initial traction of its first 100 paying customers acquired in December 2023. The company's app now provides users with complete access to their Equifax credit file, personalised credit tips, and real-time visibility of how their Boshhh payments are improving their score.

The Bigger Picture

Why This Matters: The UK credit inclusion market sits at the intersection of two major trends. First, the growing recognition that traditional credit scoring excludes millions of financially capable individuals. Second, the rise of embedded finance, where financial services are integrated into everyday products. Boshhh represents a new category: a mobile network as a financial inclusion tool. With regulatory support from the FCA and partnerships with major credit bureaus, the model is positioned to scale not just across the UK but into other markets with similar credit access challenges.