Built on a network of more than 1.5m mums, FanFinders allows businesses to connect directly with customers.

Consumers join its ‘clubs’ to benefit from relevant offers, and companies like Heinz, Ella’s Kitchen, Mothercare, and Pampers can create effective marketing strategies without coming across as spam.

Founders Alec Dobbie, Raphael Marsh and Nick Hadfield refer to it as the “perfect value exchange”.

See more of our 101 tech start-up disrupters here.

And check out our 101 rising stars of tech - the exciting firms which did not make the main list but have the potential to grow.