Louise Thomas is the CEO and co-founder of AirAware Labs alongside William Hicks, a cutting-edge company dedicated to helping people reduce their exposure to air pollution, which is the biggest environmental threat to global health. With a background in government and international economic policy, Louise made the bold move to focus on solving this critical issue, creating a product that empowers individuals with real-time, personalised data on air pollution.
We’re thrilled to feature Louise in our Female Founder Friday campaign, highlighting her innovative work and the impact her business is making on global health. I, Gideon, Head of Marketing at FounderCatalyst, had the pleasure of speaking with Louise about her company, challenges, and vision for the future.
FC: Could you summarise your business and your professional background for us?
LT: "Sure! AirAware Labs is all about helping people avoid exposure to air pollution, which is a massive global health issue, responsible for 8 million deaths annually and costing the economy $3 trillion a year.
We use high-resolution modelling data to track air pollution concentrations in specific places at specific times, and we attach that data to people’s GPS so they can see their personal exposure as they move around outdoors. Your exposure depends on your location, how fast you’re moving, and in the future, we’ll even be able to link it to individual health characteristics.
As for my background, I’m probably a bit of an unusual founder in this space—I was in government for about 20 years, working in international economic policy and, most recently, the Foreign Office
But I developed expertise in air pollution outside of work, living in South London and raising children here. I met my co-founder Will, who’s an air pollution expert from Imperial College, and it was the perfect match to build Air Aware Labs."
FC: The technology you’re using is fascinating. Could you explain how it works?
LT "The model uses a mix of data sources, including traffic conditions, weather data, satellite information, and static air pollution sensors that are located around cities. This data feeds into our algorithms, and the data on personal exposure is then delivered to an individual’s AirTrack dashboard. My co-founder’s PhD focused on air pollution sensors, but we’ve found that using modelling technology provides results that are just as accurate without the need for costly hardware installations."
FC: What professional achievement are you most proud of, aside from launching AirAware Labs?
LT: "I had a rewarding career in government, including work on trade policy to help developing countries grow through international trade.
But I think my proudest moment was leading the UK’s first international tech strategy at the Foreign Office, where we looked at how emerging technologies like AI and quantum computing would impact foreign policy.
That experience gave me the nudge I needed to step out of government and work directly in tech."
FC: That’s impressive! When it comes to fundraising, what challenges have you faced, and how have you navigated them?
LT: "Fundraising is tough, no question about it. We’ve tried Innovate UK grants, but like 97% of applicants, we didn’t get them. We’ve got some other grant applications in the pipeline and remain hopeful.
We also started an equity fundraising round after an angel investor showed interest, which gave us the push to get all our legals and data room in order.
FounderCatalyst has been a huge help in that process—Sam got us up and running quickly and explained everything to look out for. While we’ve had most of the round committed, closing it has been a challenge, but we’re staying optimistic."
FC: Have you experienced any particular barriers as a female founder in this process?
LT: "It’s hard to know for sure, especially being part of a mixed-gender founding team. The data shows that women get less funding than men, so there must be something to that, but it’s not always obvious in individual cases. One frustrating bit of feedback we’ve gotten is questioning whether air pollution is a significant issue—when it clearly is! You can only explain it so many times, and if someone doesn’t click with the problem, you have to move on. But overall, most investors have asked constructive questions that have helped us refine our business model."
FC: What has been the most valuable part of working with FounderCatalyst for your business?
LT: "The biggest value has been the community. The FounderCatalyst WhatsApp group is incredibly helpful—there’s always someone with an answer to any question you have.
Sam’s advice is invaluable, and while I’ve only met one person from the group in person, it feels like I’ve known many of them for ages.
That sense of support has been so important as we navigate fundraising and growing the business. If someone had described how supportive the community is for start ups when I left government, I don’t think I would have believed it."
FC: What advice would you give to younger female founders just starting out?
LT: "Confidence is key. It’s tough to stand up and pitch in front of people, but the more you do it, the more comfortable you become.
You don’t have to be perfect, but you have to keep pushing forward. Also, don’t spend too much time agonising over advice.
There’s good advice and bad advice, but no one can predict the future. Focus on taking the next step forward, even if it’s not perfect—just keep moving."
FC: Have you ever received advice that was particularly unhelpful?
LT: "Nothing that completely threw us off course, but there are certain bits of advice that are practically impossible to follow, especially if you’re new to the game. For example, people will tell you to start pitching to investors you’re less keen on and work your way up to the ones you really want. Tactically, that’s brilliant advice—but if you don’t know the landscape, how do you know who to start with? You could spend months just figuring that out instead of getting started."
FC: Looking ahead, what exciting developments are coming up for AirAware Labs?
LT: "We’ve got a lot in the works. We recently launched our product, AirTrack Premium, and we’re working on AirTrack Pro, which will have even more advanced features. On top of product development, we’re focused on scaling the business by forming partnerships. We’re excited to work with employee well-being platforms and companies focused on active travel and low-carbon commuting. There’s so much potential to bring our air pollution data into more people’s lives, and that’s what really excites us."
AirAware Labs is currently looking to raise £300k under SEIS and EIS, check out their boost page - https://www.foundercatalyst.com/boosts/7cVpAEuuz4
Thanks to Louise Thomas for contributing to Female Founders Friday and we'll be on hand to guide her if needs be throughout her fundraising process.
The Air Aware Labs website is here if you'd like to learn more about it. And the LinkedIn page is here.
Click this link to let us guide you on your fundraising journey.
