Alzheimer’s Society has launched its first ever Launchpad Cohort, supporting 12 innovative projects tackling hospital-related challenges faced by people with dementia. From AI memory tools to hospital discharge aids, these ideas aim to improve care, reduce distress, and empower both patients and caregivers. The initiative is part of the Society’s wider push for person-centred innovation.

Dr Emma Williams, founder of emwillcare, joined the Business Wales Start-Up Accelerator to scale her dementia care venture. The 12-week programme helped her refine strategy, build confidence, and explore funding. Combining behavioural science with smart tech, EmWill Care empowers caregivers with practical tools to improve lives—aiming to become a global leader in evidence-based dementia care.

Less Distress is a new digital tool from emwillcare, launching in 2025, that uses behavioural science, smart tech, and caregiver expertise to predict and prevent distress in dementia care. Created by Dr Emma Williams and backed by the Alzheimer’s Society Launchpad Programme, it aims to shift care from crisis response to person-centred support, improving quality of life for all involved.