This article originally appeared in the November/December 2024 issue of Startups Magazine. Click here to subscribe

“Callie is built off the back of Safepoint, our enterprise software, which still exists today. It was designed to protect staff members and businesses … But we always wanted a consumer option, something that could protect individuals like a friend walking home or a child going to school.”

In 2020, the push to launch Callie was realised when Safepoint was inundated with questions and requests to use the tool for personal safety as opposed to business use.

Building on a legacy of protection

The key question Callie’s team asked was: how can we bring the same level of security used by large businesses to everyday consumers? 

Taking their experience in protecting organisations like the NHS and the government, and holding the BS8484 British standard for protecting lone workers, the team set about building a consumer-focused platform that meets professional safety standards. 

“A politician could be using the same standard of safety as a student on a night out, which is incredible,” Callum said.

The product’s development was also shaped by the experiences and feedback from users, friends, and family members, with a focus on making people, particularly women, feel safe. 

“We really wanted to understand how people would use a platform like this and make it fit seamlessly into their lives.”

Research and feedback led to the development of the Callie bracelet. 

Branching out with the bracelet

The Callie bracelet was created in response to user demand for a physical safety device that could raise alarm without being obvious or requiring access to a phone. 

The bracelet integrates seamlessly with the Callie app – a two-second press raises an alarm, and a double-tap triggers a fake call. It’s that simple.

The ‘fake call’ feature is a pre-recorded phone call that is designed to sound realistic and can be scheduled to play at a specified time to help users extricate themselves from uncomfortable or potentially dangerous situations. 

However, combining a metal bracelet with signal transmission presented a challenge, as the two don’t typically work well together. To overcome this, the team had to innovate with electroplating and other materials to ensure the bracelet was both functional and aesthetically pleasing. 

Another hurdle Callum notes was not just making sure the technology worked but ensuring that it looked like jewellery rather than a conspicuous safety device. Part of the solution involved using real gold or silver for the bracelets, with more affordable options available in steel. 

“The electronics inside are quite literally the smallest you can possibly make it, with an antenna, Bluetooth interface, battery, and everything packed into something about the size of a one pound coin, if not smaller.” 

“Making the electronics work was the easiest part – making it look and function like jewellery was the real challenge.” 

If a user finds themselves in an uncomfortable situation, double-tapping the bracelet sends a fake call within 30 seconds. For more serious situations, pressing the bracelet for two seconds triggers an alarm which is sent to Callie’s 24/7 response centre, ensuring that help arrives quickly. 

“The bracelet is designed to keep things simple – no complicated steps, just a fast response when it’s needed.” 

How Callie works

Designed to be there when users need it rather than as a constant monitoring system, Callie’s core feature is the ‘Watch Over Me’ session which is where users can designate friends or family as guardians. If an issue arises, like an unexpected route change, the app alerts the guardians and shares critical information like location and battery life. Users can also raise an alarm at any point during the session. 

Both the ‘Watch Over Me’ sessions and fake calls are free, whilst the subscription-based CalliePlus offers 24/7 monitoring by Callie’s security partners, ADT, which means if a user raises an alarm during a Plus session, the ADT team can dispatch emergency services or provide comfort over the phone. 

The Callie app is available on both Android and iOS, with its initial launch focused on the UK and Ireland. However, users can still benefit from the app if they are travelling abroad, as long as they’ve installed it in their home country. 

“We want to expand internationally, but finding response centres in multiple languages remains a significant challenge,” Callum said. 

Fundraising and growth

Callie raised seed funding during the initial week of the Covid-19 pandemic, and secured investment through SFC Capital and the University of East Anglia (UEA). 

“We had a Barclays Funding Readiness pitch session in London at the end of 2019, and by March, SFC Capital contacted us wanting to lead our seed round.”

Initially, the team asked for around £150,000, but “they were adamant – ‘take more, get it done properly’– which was incredible for a first-time fundraising experience.” 

This early investment allowed Callie the opportunity to establish itself. 

“As a new life-saving technology, people were hesitant at first. It’s been a journey to build that authority and learn all the health and safety processes.” 

Through this work, Callie began to gain credibility, to the point where they were approached by ADT for collaboration. Today, Callie is completely revenue-funded, a significant achievement after just a few years. 

The future of Callie

The company is in discussions with charities focused on domestic abuse, aiming to provide discreet, immediate, and effective help for those in dangerous situations. 

On a more local level, Callie is also working to build partnerships with venues like bars, clubs, and cafes, starting in Norwich. The idea is to complement existing initiatives like "Ask for Angela," which helps people inside venues, by extending safety support to when they leave. 

The team has already partnered with Freshers’ Fairs and venues in Norwich, offering promotions that emphasise customer safety. 

With just four core team members, Callie has automated much of its workflow, and the ADT partnership provides essential infrastructure, particularly for the 24/7 response centre. 

In Callie’s approach of jewellery that doubles up as a safety device and a free, discreet app, the company is set to make a real impact, with plans to expand both their product offering and international reach. For Callum and the team, it’s all about making the world a safer place, one discreet bracelet at a time. 

“When you set out to save a life or prevent these situations and you’re doing exactly that, it makes everything worthwhile. All the long hours and hard work immediately become worth it when you get an email saying, ‘You got me home safely,’ or, ‘You saved my life.’ That’s what makes it all worth it.”