Neuroscience meets story time: why we invested in Tandem

We’re excited to announce our investment in Tandem’s pre-seed round alongside Elevate Great and a group of angel investors. Tandem is led by a founding team of globally recognised experts in child development, public health and technology: Robert Hughes (CEO) and Alastair Van Heerden (CTO). Together they are building a new kind of AI-powered experience that transforms screens into tools for active play, learning and connection. 

Screen time as a moment for connection, not distraction

In the UK, three in ten children start school developmentally behind, while under-fives average three hours of daily screen time. This screen time is often consumed alone and without educational value. Parents are aware and concerned, but many feel trapped and don’t know what to do. Tandem offers a new alternative: a mobile app that uses generative AI to create personalised stories and play activities designed for shared, parent-child use. It reframes screen time as a moment of connection rather than distraction - tapping into what parents already want to do, and lowering the barriers to doing it more often.

A hybrid business model designed to build trust and credibility

Since launching their MVP in late 2024, Tandem has attracted over 4000 families with minimal marketing spend. The team has also signed paid partnerships with major institutions including Alder Hey and Moorfields NHS hospitals. Their hybrid B2C and B2B strategy is designed to reinforce itself: public-sector partners provide both early revenue and independent evidence of impact, which in turn builds trust among users and opens the door to further institutional adoption. This “credibility flywheel” gives Tandem a unique route to scale and a clear pathway to commercial and social impact.

Leading responsible AI for the early years market 

Tandem sits apart from a crowded field of story apps, screen-time solutions and toddler-focused tech. Unlike ad-driven video platforms or static hardware alternatives, Tandem is designed for co-play with developmental science and safety at its core. As AI becomes increasingly embedded in children’s lives, trust will become a key differentiator for products in the space. Tandem’s early commitment to ethical design, evidence-building and inclusion gives it a competitive edge, and a chance to lead in shaping how young families engage with AI in the years ahead.

We’re delighted to support Alastair, Rob and the wider Tandem team as they build a tool that strengthens early relationships and closes developmental gaps. You can follow their journey at playtandem.com, and try the app for yourself by downloading it here.