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As part of S&W’s partnership with the Sunday Times 100 Awards, Sophie Long took a ride with Outstanding Achievement Award shortlisted James Noble, founder of MyFirst – the car insurance company aiming to make insurance more accessible for younger motorists.
From a bedroom startup to a £10 million business, James’s journey with MyFirst is one of vision, determination and smart decision-making. It all began with a startup loan and a mission to make car insurance fairer for young drivers. Facing early rejection from insurers, James didn’t back down and found a partner willing to take a chance and built from there.
What sets MyFirst apart isn’t just its focus on first-time drivers, but the way James built the business. He chose investors who could offer more than money, bringing in expertise that helped shape the company’s growth. He also learned the value of surrounding himself with the right people. After starting out on his own, he now credits his team for sharing the drive and ambition that fuels MyFirst.
Watch the full interview to hear James talk about the highs, the hurdles and what it really takes to build a startup from scratch.
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