The Client Fidel are a digital technology startup, focused on improving the customer experience in the area of brand loyalty. They aim to take the pain out of the customer loyalty process, by linking loyalty schemes to standard debit or credit cards, removing the need for additional cards or apps. The Challenge Fidel had developed the idea for their customer loyalty technology and were looking to find the right type of public funding to apply for. They were looking for early stage funding, which would allow them to go from idea stage to creating a minimum viable product, which they could use to help win their crucial first customers. They needed to have secure funding confirmed, in order to have the stability to make new hires and continue work on t

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