We help startups, scaleups, and consortia use EU funding strategically—to de-risk innovation, generate evidence, and prepare for scale.
This is not generic grant writing.
It is funding-readiness grounded in ethics, societal impact, and real-world validation.
– Funding Pathway design
Strategic choice between Horizon Europe, EIC, I3, and complementary instruments.
– Consortium logic
Clear positioning of partners, value creation, and Living Lab integration.
– Ethics & impact sections
Robust, evaluator-ready content aligned with EU AI Act and programme expectations.
Using Living Lab evidence to stress-test proposals.
The GoodTech Living Lab provides independent, real-life validation of technologies where adoption depends on human trust, ethical integrity, and governance readiness.
We do not build or commercialise products.
We generate decision-grade evidence that supports funding, regulation, and responsible deployment.
Scaling ethical and regulated technology places significant pressure on founders and teams.
This business line supports the human side of innovation.
– Ethical decision clinics
Structured support for high-stakes product, data, and governance decisions.
– Psychological safety diagnostics
Identifying stress, risk, and breakdown points in innovation teams.
– Human–AI trust mapping
Understanding how teams interact with, rely on, or over-trust AI systems.
This service helps organisations sustain long-term innovation capacity while meeting funders, investors, ethical and regulatory expectations.
Ethical AI narratives for investors,regulators, and EU evaluators.
This is not branding for visibility.
It is communication for legitimacy, compliance, and trust.
We help organisations translate ethical intent and Living Lab evidence into clear, credible, and AI Act–aligned communication.
Responsible Advertising Campaigns
Employer Brand & Talent Narrative
We have an AI or digital product and early traction, but we lack neutral proof that real users can understand, trust, and adopt it in their actual context. |
We know EU programmes like Horizon Europe or EIC could fund our growth, but we are not sure which calls fit or how to position the project. |
We are moving fast with sensitive tech and complex stakeholders. The team is stretched, decisions are heavy, and we worry about burnout, blind spots, and ethical grey zones. |
We struggle to explain what our AI does, what it doesn’t do, and how we manage risk. Different channels say different things, and we’re not sure how this will land with investors, regulators, or the press. |
We want to launch campaigns for funding rounds, pilots, product releases, or recruitment, but we operate in regulated or sensitive spaces and can’t afford to oversell or confuse people. |
Living Lab validation: It gives you independent evidence on usability, trust, inclusion, and ethical risks before you invest in scale or large pilots. That evidence then strengthens your funding story, your sales pitch, and your public communication. |
Founding Readiness: It clarifies whether you should apply now and where, builds a coherent proposal architecture. |
Founder & Team Readiness: It stabilises the people making the decisions: founders, leaders, and key contributors. With clearer decision‑making, better psychological safety, and mapped risks, you can run validation, funding, and communication work without breaking the team. |
Credibility & Trust Communication. The Ethical Narrative Positioning Audit shows exactly where you overclaim, under‑explain, or create fragile trust. Once that is clear, we can build explainable messaging and evidence‑based content on top, so your story matches reality and supports long‑term trust. |
Responsible Advertising Campaigns. It connects your validated evidence and trust‑ready messaging to concrete campaign strategy and copy. You avoid generic performance marketing and instead run campaigns that respect ethical boundaries while still driving leads, applications, or users. |