Often described as “TripAdvisor for the disabled community,” Snowball allows users to rate and review venues based on accessibility for visible and hidden disabilities – from wheelchair access and neurodivergent-friendly design to considerations for those with visual, hearing, or cognitive impairments.

Since its television debut in October ‘25, Snowball has grown rapidly. Within just 72 hours of airing on Dragons’ Den, the app achieved tens of thousands of downloads, climbed into the top five on both Apple and Google Play lifestyle charts, and received hundreds of requests from businesses seeking accessibility assessments.

Now, with Google for Startups’ backing, the Leicestershire-based company is poised to take its impact global. Through the programme, Snowball will gain access to Google’s mentors, cutting-edge technology, and a global network of partners and investors, all aimed at scaling the platform’s reach and integrating its disability-access data into mainstream navigation and business tools.

Snowball Founder and CEO Simon Sansome, a wheelchair user, developed the app following a life-changing spinal injury in 2014. What began as a simple Facebook page highlighting accessible venues has grown into an award-winning platform with over 135,000 community members, 100,000 reviews, and partnerships spanning transport, retail, and hospitality.

Simon said: “Being signed up by Google for Startups takes Snowball to another level. What started as an idea in hospital after I became paralysed has now grown into a global movement. With Google’s support, we are accelerating the mission that everyone deserves everywhere.”

Snowball’s app features the National Disability Access Rating System (NDARS), a pioneering framework that allows businesses to be rated and certified for accessibility by trained Snowball assessors, many of whom are disabled or neurodivergent themselves. The ratings, similar to food hygiene scores, offer an easy-to-understand benchmark for inclusivity, empowering both customers and companies to raise accessibility standards.

The company has already made major strides in building partnerships that drive inclusion. Recent collaborations with Transport for London (TfL) and Santander Work Cafés brought accessibility ratings and step-free travel information to London’s transport, banking and hospitality sectors, setting new benchmarks for inclusive design and service.

Snowball’s journey from a grassroots community initiative to a globally recognised accessibility platform has earned it 12 major awards and recognition in the Power 100 list, where it ranked ninth for its influence in the disability sector. With Google’s support, the company’s next chapter focuses on scaling its data globally, ensuring accessibility information is embedded where it matters most: where people live, work, and travel.

For more startup news, check out the other articles on the website, and subscribe to the magazine for free. Listen to The Cereal Entrepreneur podcast for more interviews with entrepreneurs and big-hitters in the startup ecosystem.