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The Business Magazine July 2024
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Reading based AI company secures £150K to grow

The Business Magazine article image for: Reading based AI company secures £150K to grow
13 April 2021

Reading based Artelli42, has secured £150,000 from Thames Valley Berkshire Expansion Loan to take its product EXALT™, to the next level.

Artelli42 is a leader in human behavioural emulation - an advanced form of chatbot that allows people to talk to a computer in everyday language and be understood.

Artelli42 was established in 2018 by Ian Welburn and Alan Casey with the support of Phillip Hall. Alan and Philip understood that the knowledge competency of professionals in critical roles is tested through role play simulations, which strengthens recall allowing knowledge to be better applied in the workplace. Together, they began working on virtual role play simulations. From their research, they have developed an advanced form of “Chatbot” called EXALT™

Ian said: “We are very excited to grow our business and to use this funding to scale-up Artelli42. EXALT™ is an exciting Artificial Intelligence (AI) product and is a new class of conversational technology.  EXALT™ delivers spaced recall, tests competence and confidence through app based virtual replays whilst providing forensic insight into the development needs of teams. We would like to thank Cheryl for guiding us through the funding process and we look forward to the completion of the development and delivery of the core production and configuration systems, to take EXALT™ to the next level.”

Cheryl Weeks, Head of Funds, South East for The FSE Group, added: “It was great to be introduced to Ian and his team and to help them take EXALT™ to the next level. The application of knowledge is key within organisations and with the virtual learning and support provided to teams by EXALT™, this can be achieved."

TVB Expansion Loan Scheme is part of TVB Funding Escalator, an £11.3m initiative funded by Thames Valley Berkshire LEP. The escalator, which also includes a Trade Finance Loan Scheme and a Growth Equity Fund, provides eligible companies with loans and equity funding between £50,000 and £300,000 for activities that will deliver high-growth and employment opportunities.


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Nicky Godding is editor of The Business Magazine. Before her journalism career, she worked mainly in public relations moving into writing when she was invited to launch Retail Watch, a publication covering retail and real estate across Europe.

After some years of constant travelling, she tucked away her passport and concentrated on business writing, co-founding a successful regional business magazine. She has interviewed some of the UK’s most successful entrepreneurs who have built multi-million-pound businesses and reported on many science and technology firsts.

She reports on the region’s thriving business economy from start-ups, family businesses and multi-million-pound corporations, to the professionals that support their growth and the institutions that educate the next generation of business leaders.

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