Four years ago, Ina Jovicic was attacked walking home from dinner in a well-lit supposedly safe area of central London. Today, Ina, and co-founders Gaelic and Alex, announce they have raised $2.7M funding, led by A*Ventures, with participation from Comma Capital, Karman Ventures, Intuition VC and more, to build the eNO badge, the first of its kind AI wearable threat detection device. Alongside venture capitalist backing, the round was joined by several prominent angel investors.
Kevin, General Partner at A*Ventures, stated: “I’ve always believed that safety and security are critically important. With the rise of multimodal AI, smart wearables, and advances in detection technology, there’s a unique opportunity to create a safer world for everyone. What eNOugh is building is hugely important.”
A* is a venture capital firm co-founded by Kevin Hartz, who has seeded companies such as Airbnb and Pinterest, and has founded two companies that reached the public markets. A*’s broader investment track record includes companies like PayPal, Uber, Decagon, Ramp, and security-focused startups such as Flock Safety and Sauron.
“This round is fundamental in eNOugh’s journey as it will allow us to launch the product and watch it make a difference in people’s daily life. The stories we hear every day remind us why a product like this must exist, we want to give people the freedom to live without limitations.” said Ina, one of three co-founders, and current CEO.
“I’ve always believed that some problems can’t be solved through software alone. Feeling unsafe is one of them. You need something physical, visible, and reliable, and that’s what the eNO badge gives you. Thanks to our backers, we’re now bringing it to life” adds Gaelic, co-founder and CTO.
“What we are doing with our AI is taking it out of the lab and bringing it into everyday life. With the eNO badge, grounded in real-world, multimodal signals, we support people in the moments that actually feel human – like when someone feels unsafe walking home at night” adds Alex, co-founder and current CSO.
Based on official numbers, there is in the UK:
- One in two women and one in five men feel unsafe walking alone after dark in a busy public place
- 68% of women aged 18-24 feel unsafe walking home at night
- 62% of people have stopped doing things – leaving home alone, walking certain routes, going to certain places – because they don’t feel safe
- Two out of three women aged 16 to 34 years experienced one form of harassment in the previous 12 months; with 44% of women aged 16 to 34 years having experienced catcalls, whistles, unwanted sexual comments or jokes, and 29% having felt like they were being followed.
And the ‘solutions’? Pepper spray (illegal in the UK by the way). Keychain ‘self-defence’ tools that still expect you to fight back after a criminal has already made their move. Panic buttons you’re supposed to be able to press while being attacked on top of hoping someone is nearby to help. Tracking apps that assume you’ll unlock your phone, enter the app, and tap a button in the middle of panic. ‘Ask Angela,’ which everyone already knows about… including the attackers.
There are two key aspects of the eNO badge: threat detection and threat deterrence.
Threat detection: Using sophisticated AI models and integration with hardware innovation, the device can detect a moment where its user is under threat – and crucially, take actions.
When it detects a threat, it:
- Records evidence (camera + mic built in)
- Alerts an emergency operator who can contact police or your emergency contacts
- Streams live footage and shares location data so help knows exactly where you are
Fun fact: less than 1% of thefts in London get solved. Evidence changes that equation.
Threat deterrence: Traditional safety tools are meant to be hidden and reactive, intended for the moment when something has already gone wrong. The eNO badge flips that paradigm.
Designed to be seen, bright and unmissable – because to prevent danger, deterrence is crucial.
An ordinary pedestrian sees a badge, but to an attacker they see a camera recording, real-time streaming to authorities, evidence that creates consequences. It’s deterrence through visibility, protection through presence.
The more people wear the eNO badge, the more capable it becomes at protecting everyone. By wearing it, you not only protect yourself, but also those around you.
Each eNO badge serves as a node in a distributed AI network, collecting real-world threat data to train increasingly sophisticated protection algorithms. Empowering everyone who wears a badge to be part of the solution – this is about people not having things done to them, but doing them. When you wear your badge on a Tuesday night walking home, even if nothing happens, you’re training the AI to recognise patterns and better protect someone else on Wednesday.
This is a collective fight against a problem left unsolved for too long. It marks the start of a safer future for cities across the world.
eNOugh want nighttime to feel carefree again – spontaneous, fun, the way it should be. “Walking home shouldn’t feel like a risk, and worrying about your safety shouldn’t hold you back from living your life” says Ina.
“This isn’t just about protection – it’s about giving you the freedom to go where you want, do what you love, and feel secure while doing it. eNOugh isn’t just a product, it’s a reclamation of safety that should have already existed as a non-negotiable norm.”
