For marketers that want to uncover overlooked audiences, recognise the life moments that change customer needs, and build stronger relationships.

Your customers’ lives don’t stand still, so why should your understanding of them? When Olivia Davson and Tanyka Davson spotted how underserved new and expecting parents were, they turned that insight into Cubbi, the UK’s first parental discount business, earning recognition as one of Entrepreneur UK’s Top 100 Start-Ups for 2026.

In this founder-led session, Olivia and Tanyka will share what building Cubbi taught them about spotting an audience hiding in plain sight, understanding the moments when people’s priorities and spending habits change, and creating a brand that provides value before asking customers to buy. They’ll translate their start-up experience into practical lessons established brands can use to find new opportunities within their own customer base and turn understanding into longer-lasting relationships.

What you can expect to takeaway:
- How to identify customer groups and needs your current marketing may be overlooking
- How to recognise life changes that create new needs, behaviours and opportunities for your brand
- How to move from simply marketing at an audience to providing value that earns attention, trust and loyalty