eNOugh is applying AI to one of the most personal problems imaginable: physical safety. The London-based startup is building the eNO badge, an AI-powered wearable that acts as a discreet personal bodyguard, detecting when its wearer is in danger and automatically taking action to protect them. The company was born from a deeply personal experience, after co-founder Ina Jovicic was attacked while walking home in central London and channelled the lack of effective safety tools into building one.
The device combines on-device AI with a connected response system. The eNO badge uses AI models to detect when a user is under threat, and when it does, it records evidence through a built-in camera and microphone, alerts an emergency operator who can contact police or the wearer's emergency contacts, and streams live footage along with location data. This closes the loop between detection and response, aiming to provide real protection rather than just an alarm or a button the user may not be able to reach in a crisis.
eNOugh targets a large and underserved need, particularly for women and others who feel unsafe in everyday situations like walking home at night. Personal safety wearables have existed before, but eNOugh's bet is that modern AI for threat detection, combined with automatic evidence capture and live operator escalation, can meaningfully improve outcomes and adoption compared with earlier panic-button devices.
The company raised $2.7 million in pre-seed funding led by A*Ventures, the firm co-founded by serial entrepreneur and investor Kevin Hartz, an early backer of Airbnb and Pinterest, with participation from Comma Capital, Karman Ventures, Intuition VC, and several angels. Founded by Ina Jovicic, Gaelic Jara, and Alex Chalakov, eNOugh faces the considerable challenges of hardware manufacturing, reliable real-world threat detection, and building trust in a safety-critical product. But its clear mission, AI-driven approach, and credible early backing make it a notable entrant in the AI wearables and personal-safety space.