Female Founder Spotlight: In Conversation with Robyn Greaves, Founder of Pravi

Meet Robyn Greaves, the founder of Pravi, a platform designed to help small to medium-sized charities find new donors using AI and machine learning. With a background in the charity sector, both as a volunteer and a professional, Robyn saw first-hand the challenges charities face when trying to fundraise effectively. Her experience in both small and large charities, combined with her passion for AI, led to the creation of Pravi—a solution designed to help charities harness data-driven insights for growth.

We spoke with Robyn about her journey, the challenges of fundraising, and her experience as a female founder in the tech space.

FC: Could you summarise your professional background and how you got to where you are today?

RG: Absolutely! My journey started in the charity sector—first as a volunteer and then as a professional. While working at a startup in Australia, I began volunteering for a small charity, helping them organise an annual fundraising event. We put immense effort into these events, but year after year, we struggled to sell tickets. We had no idea who to target, which events would work best, or where to focus our efforts. That frustration planted the seed for what would later become Pravi.

Later, I worked at Canteen, a well-established charity that supports young people with cancer, with a strong donor base. The difference was stark—large charities had vast amounts of data and cutting-edge tech to optimise fundraising, while smaller charities had none of these advantages. I realised the need for a solution that would bridge this gap.

When ChatGPT and AI advancements emerged, I became fascinated with their potential. My co-founder, J., and I started exploring how AI could help small charities find new donors. That’s how Pravi was born.

FC: AI is a game-changer, but how did you go about implementing it in Pravi?

RG: We applied for the Innovate UK Smart Grant and were awarded £350,000 in R&D funding. That funding allowed us to work with a UK-based technical agency that specialises in AI development.

Our goal with Pravi is to provide small charities with the kind of data-driven insights that larger organisations use. Pravi analyses donor trends, helps charities identify their ideal donor personas, and guides them on the best channels and messaging to reach them.

For example, if a climate change charity uses Pravi, the platform will determine the demographics of their most likely donors—perhaps women aged 30-35 in London with specific interests. It then provides targeted marketing strategies, suggests fundraising events, and even generates tailored social media and email campaigns using AI.

FC: You successfully secured an Innovate UK grant. What was that experience like?

RG: It was a huge learning curve. The application process for Innovate UK looks straightforward—just six questions—but in reality, it’s incredibly rigorous. We worked with a consultancy called Grantify, which helped us prepare by answering over 120 in-depth questions covering market research, business models, and financial projections.

Going through that process forced us to refine our idea. Before applying, Pravi was just a vision. The application process made us define exactly what we were building, who it was for, and how it would work. When we won the grant, everything changed overnight—Pravi became our full-time focus.

FC: As a female founder, have you encountered any biases or challenges?

RG: It’s an interesting dynamic. The tech space is still male-dominated, especially in AI. However, the charity sector—our target audience—is predominantly female. So, I find myself balancing two very different worlds.

That said, I do think AI is opening doors for more female founders. AI tools are making it possible for non-technical founders to build tech startups. More women are identifying real-world problems and using AI to solve them. I see a lot of female founders leading innovation in AI, particularly in mission-driven businesses.

FC: What’s the most valuable lesson you’ve learned so far?

RG: Perfectionism can be a trap. When we started, I thought we would spend 12 months building the perfect platform before launching. But I quickly realised that the best approach is to launch early, even when things aren’t perfect.

We released our MVP in October, and it wasn’t great. But getting it into the hands of charities early meant we could gather real feedback and refine it. If we had waited until everything was perfect, we might have built something that nobody wanted.

Another lesson is the importance of talking about your idea openly. Many founders hesitate to share their vision until it’s fully developed, but getting feedback early is essential. The more you talk about your idea, the more refined it becomes.

FC: What advice would you give to other female founders who are hesitant to start their own ventures?

RG: Start sharing your journey now. One of my biggest regrets is not putting myself out there earlier. Writing about your experiences, networking, and building an online presence—whether on LinkedIn or another platform—will create opportunities.

You don’t have to have everything figured out. Just start sharing what you’re working on, and you’ll be amazed at how many people want to support you. Visibility leads to connections, partnerships, and investment.

FC: How has your experience with FounderCatalyst been?

RG: It’s been invaluable. I first connected with S. through Female Founders Rise, where he hosted a webinar on SEIS and EIS. His advice was clear, straightforward, and easy to follow.

We used FounderCatalyst for our SEIS Advanced Assurance, and the process was quick and seamless. The WhatsApp group has also been a game-changer—it’s like a 24/7 hotline where founders can ask questions and get immediate feedback from experienced entrepreneurs.

When we first received our Innovate UK grant, someone told us, “Start fundraising now because it always takes longer than you expect.” That was some of the best advice we received, and having FounderCatalyst’s support along the way has made a huge difference.

FC: Do you have any exciting developments coming up?

RG: Yes! We recently raised £250,000 pre-seed investment from Jenson Ventures. We are proud to be backed by the UK’s longest-running SEIS fund and one of the first venture capital firms to achieve B Corp certification for their commitment to social and environmental standards. This investment means we can build faster, reach more charities, and take Pravi global!

We’re continuously improving Pravi and rolling out new features, and we’re currently offering free access to UK charities for feedback and testing.

We want to co-create this platform with charities, ensuring it truly meets their needs. So if you work for or know of a charity that could benefit, I’d love to hear from you!

Robyn's journey exemplifies the power of combining passion with technology. Her commitment to helping charities thrive using AI is paving the way for a more sustainable and effective nonprofit sector. We can’t wait to see how Pravi evolves.

📢 If you’d like to follow Pravi’s journey or get involved, stay tuned for updates on their platform development and fundraising efforts:

🌍 Website: https://pravi.ai/
🔗 LinkedIn: https://www.linkedin.com/in/robyn-greaves/