Why we invested in elyndra

At Outward, we believe the next wave of generational companies will be those that apply deep technology to unsexy but vital industries—ones that have been overlooked, underserved, and ripe for reinvention. Social care is one of those industries.

elyndra is building an AI-powered care notes and documentation system that replaces manual paperwork with smart, structured insights—freeing up care staff to focus on what matters most: people, not paperwork.

The UK’s social care sector supports over 700,000 vulnerable adults and children and commands £40 billion in annual local authority spending. Yet, it remains startlingly analogue: paper records, time-intensive compliance reporting, and fragmented systems define the status quo.

Regulation makes it worse. CQC-mandated reporting is both essential and arduous—some care workers spend over 20 hours a week on documentation. Meanwhile, staff burnout is at an all-time high, and nearly a third of care homes still rely on paper-based systems.

The government has recognised this and is allocating over £3.4 billion toward digital transformation. But throwing money at legacy vendors won’t be enough. What’s needed is a ground-up, AI-native approach designed specifically for the workflows and sensitivities of care environments. That’s where elyndra comes in.

elyndra’s founder, Marcus Williamson, brings a rare blend of founder-market fit and product obsession. After a successful career as a multi-asset portfolio manager at Insight Investment, Marcus returned to his roots—his family has run care homes for years—and co-founded a staffing business in the sector.

He’s lived the problem firsthand and has built elyndra from the ground up, solo. With limited capital, Marcus has shipped product, won contracts, and brought a private equity partner in Tristone Group to the table for a portfolio-wide rollout. He is deeply thoughtful, analytically sharp, and cares profoundly about this mission.

We’re backing him not just for what he’s done—but for the ambition he has for what comes next.

elyndra’s first product is a documentation tool that transforms free-form notes into structured, compliant records using AI. It doesn’t just save time—it enables care teams to spot patterns, improve safety, and personalise care.

This is the wedge. From here, elyndra has the opportunity to become the system of record for social care. The roadmap includes AI-driven reporting, insights for safeguarding and interventions, and expansion into adjacent markets like SEND (special educational needs) and residential schools.

elyndra is laser-focused on the nuances of long-term social care. It’s a huge, underserved space with no dominant software player—and a perfect proving ground for vertical AI.

The timing is ideal. Digitisation is becoming mandatory. Labour shortages and burnout are forcing providers to do more with less. And private equity is increasingly driving consolidation in the space—offering elyndra clear distribution partners and scalable rollout opportunities.

We believe AI won’t just augment work in white-collar industries—it will unlock previously unviable business models in sectors like care. elyndra sits at the frontier of this shift.

We’re proud to be leading elyndra’s seed round and to be supporting Marcus as he builds a category-defining company. He joins a growing group of Outward founders applying breakthrough technology to foundational sectors—from insurance and real estate to fintech and now social care.

If you’re a builder, researcher, or technologist interested in working with elyndra, they’re hiring. And if you’re an operator in care who’s tired of the admin grind, we’d love to introduce you to the team.

Social care matters. We’re backing elyndra because we believe it can—and will—make a difference.