"The Business Wales Start Up Accelerator helped me take ShinyMe from an idea to a live platform in just weeks, creating an accessible, personalised AI coaching tool that helps early career professionals turn their potential into purpose."
When she walked away from a high-paid engineering graduate scheme in her twenties, Holly McLoughlin knew she was stepping into the unknown. That decision, sparked by a conversation with a retiring colleague about the dangers of future regret, set her on a path to help others avoid the same feeling of being stuck in a career that did not fit.
Over the next two decades, Holly qualified as a career guidance practitioner, published research on innovation in the careers sector and coached hundreds of early career professionals through their toughest decisions. Again and again, she saw the same pattern: talented young adults lacking affordable, relevant support to navigate the early years of their working lives.
To address this gap, Holly founded ShinyMe, a personalised AI-driven career coaching platform that blends psychological insight, evidence-based models and human expertise. It helps early career professionals uncover their values and develop the confidence to pursue fulfilling work.
To bring her vision to life, Holly joined the Business Wales Start-Up Accelerator, an intensive 10-week programme which supports early-stage companies with high-growth potential. Here, she shares her journey.
What challenges did you face before joining the Start-Up Accelerator, and how did it help you overcome them?
Transforming years of expertise into a scalable platform was exciting but daunting. I had deep experience in career coaching but needed to build a viable business model and develop the technology.
The accelerator gave me the guidance and accountability I needed. I learned how to use no-code development tools to get the MVP live, shape a sales pipeline and plan for investment. The finance sessions helped me understand funding options, and I gained contacts who can support growth through grants, loans and partnerships.
What inspired you to start ShinyMe?
My own quarter-life crisis was the starting point. I realised that if I stayed in a role for security, I might wake up decades later with deep regret. Over the years, I saw how many early career professionals felt similarly stuck but had no access to affordable, tailored support.
I also recognised the systemic barriers at play. Growing up without a safety net, attending a private school on a scholarship, and later being a woman in engineering all shaped my mission to level the playing field. I believe careers work is inseparable from social justice.
What makes ShinyMe unique?
ShinyMe starts with the person, not the vacancy. Our AI employs evidence-based coaching models to guide users through a process of self-discovery and strategy, helping them articulate their unique ShinyMe. This profile then informs targeted opportunities, role matching and practical strategies for overcoming bias and building confidence.
Generic AI tools are not designed to prompt the deep reflection needed to find fulfilling and realistic career paths. We built ShinyMe to bridge that gap, combining the accessibility of technology with the depth of professional coaching.
How did the Start-Up Accelerator help refine your business idea or strategy?
The programme helped me focus on actions that would move the business forward quickly. The one-to-one sessions clarified the problem we solve, the market we serve and the quickest route to testing. I was encouraged to launch what I described as an "embarrassing first version" and iterate based on feedback, rather than waiting for perfection.
What is your long-term vision for ShinyMe?
We aim to support at least 250,000 premium users within three years, targeting 5% of the 5 million UK early career professionals seeking support. The goal is to expand into the US in year three and later into non-English speaking markets using AI-driven translation.
Ultimately, I want ShinyMe to be the go-to platform for early career professionals seeking work that aligns with their values and allows them to make a positive impact without sacrificing security or wellbeing.
What advice would you give to other entrepreneurs?
Dream big and surround yourself with supportive people. There is more help available than many realise. The Start-Up Accelerator is a fantastic way of supercharging your progress.
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