"The Business Wales Start-Up Accelerator helped me think bigger and build faster. It gave me the confidence, tools and momentum to take safeIncent from an idea to a live product with real users in just weeks."
For many people, the hardest part of building better habits is staying motivated when progress feels slow and the rewards are not immediate.
It was this gap between good intentions and lasting change that sparked entrepreneur Vlad Tanasescu's businessidea. It grew from a simple thought experiment: what if you could get paid to achieve your goals by putting your own money on the line?
He developed the safeIncent app to help people commit to their personal goals, such as learning a language, exercising or breaking a habit, by pledging money they earn back through steady progress. If they miss their targets, the money is held for a set time or donated to a charity of their choice.
Vlad developed a market-ready app with the help of the Business Wales Start Up Accelerator, an intensive 10-week programme designed to support ambitious Wales-based entrepreneurs to develop and launch strong, high-growth business ideas.
We spoke with him about SafeIncent's journey and the role the accelerator played in shaping it.
How did the Start-Up Accelerator help shape safeIncent's development?
Before joining the programme, I had the technical skills and a clear product vision, but was not thinking on a big enough scale. The accelerator pushed me to aim higher and plan for long-term impact.
It kept me on my toes and motivated me to make rapid and consistent progress. Participating in one-on-one and group coaching sessions where I could openly discuss the business was a completely new experience for me. These conversations helped refine the strategy and led to a change in the delivery model.
What inspired you to start safeIncent?
I have always found it challenging to stay motivated when building habits. I once joked with my partner that getting a six-pack would be much easier if there were a Marvel movie contract waiting at the end. That got me thinking. The simplest way to create that kind of incentive is to put your own money on the line.
This idea stayed with me. I wanted this solution for myself, and I knew others would benefit as well.
What makes safeIncent unique?
Traditional habit-tracking apps rely on reminders, streaks, or gamification. safeIncent uses financial commitment as the core motivator. Users choose how missed sessions are handled, either by holding the money for a set time or donating it to a chosen charity.
It uses AI to guide users in setting realistic goals, assess uploaded evidence of progress, and provide personalised motivation. The system is flexible, user-driven and built to create lasting behavioural change.
What were the biggest challenges you faced before joining the Start-Up Accelerator?
I was business-minded but lacked the ambition and structure to take safeIncent further. In truth, I was stuck at the concept stage.
The accelerator gave me the structure and accountability to move forward. It also connected me with other founders and mentors whose feedback was instrumental in refining onboarding, testing pricing strategies and thinking beyond the initial product.
What's next for safeIncent?
In the coming year, I plan to expand the user base, learn from real-world usage at scale and adapt the system accordingly. Once we reach a critical mass, I will modify the pricing model to make the business more sustainable.
Long term, I want safeIncent to become the "Duolingo of Productivity," offering a simple, engaging and effective way for people to stay on track with their goals.
I aim to integrate with wellness apps, language learning platforms and employee reward schemes, so that self-financed motivation becomes a recognised and trusted way to drive positive habits.
What advice would you give to other entrepreneurs with an idea for a business?
Start lean and build something tangible as soon as possible. You do not need a lot of money to begin, especially with the tools available today. Surround yourself with supportive people and find mentors who will challenge you. An accelerator can make all the difference in the early stages.
Applications for the May 2026 Start-Up Accelerator close on Monday 30 March 2026.
Interested founders can register their expression of interest at Business Wales Start Up Accelerator | Business Wales
Find out more about safeIncent.