Risk warning notice: Don’t invest unless you’re prepared to lose all your money invested. This is a high-risk investment. You could lose all the money you invest and are unlikely to be protected if something goes wrong. Take two minutes to learn more


Our purpose at SHUFL is simple. We invest in happiness.

We created SHUFL to partner with entrepreneurs who are passionate about the same things we are. Our belief is that human happiness is a naturally-occurring phenomenon that arises if four key foundations are in place – sustained good sleep, health self-confidence, fitness of body and mind, and spending as much time as we can doing things we really enjoy.

We see these foundations like a pyramid with sustained good sleep and great health at the base underpinning everything else. Sleep and health are deficiency needs and, without them, happiness is like sand through our fingers.

With sustained good sleep and a strong confidence in our health we can work on our mental and physical fitness, which itself empowers us to focus greater energy on our leisure time doing the things we love. We call this pyramid the Hierarchy of Happiness.

Hierarchy of Happiness

We believe that these foundations work in strong synergy with each other. A weakness in any of them undermines our chances of being happy. We have written this synergistic relationship between the foundations as a formula for measuring human happiness – the Human Happiness quotient.

Human Happiness quotient (HHQ) equation

The numerators in our equation are our four foundations:

SHUFL accronymn meaning

And the denominator is:

SHUFL accronymn meaning

We see a virtuous circle where the improvement in any or all of our four foundations will improve happiness. As improvement in the foundations of happiness increases…

…unhappiness decreases.

We believe that by investing in those four foundations we are investing in happiness itself.

Calculate your HHq

How do you rate the quality of Sleep you get, with 10 being great and 1 being terrible?

1 2 3 4 5 6 7 8 9 10

How do you rate your Health, with 10 great and 1 being terrible?

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How do you rate your Fitness, with 10 being great and 1 being terrible?

1 2 3 4 5 6 7 8 9 10

How do you rate the quality of your Leisure time, with 10 being great and 1 being terrible?

1 2 3 4 5 6 7 8 9 10

How unhappy are you with your life in general, with 10 being very unhappy and 1 being very happy?

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Your HHq is:

We believe that an HHq over 50 represents the start of feeling happy.

Our mission is to partner with businesses who strengthen these four foundations, providing the financial and intellectual capital to those teams and ideas that are successfully targeting improvements in Sleep, Health, Fitness and Leisure.

Advisory Board

Suzy Webster, Director

Suzy’s career briefly started as a psychologist before charting a course through legal services, founding and running a social network for women, and developing an app in the personal training industry. Suzy has an outstanding sense of alternative perspective. In other words, she can see things from different angles and identify risks and opportunities that others can’t. Suzy has been assessing investments in the SHUFL sectors since 2008.

Kirsten Kilby, Advisory Board

Amongst many other senior roles, Kirsten is a former CEO of Berry Bros. & Rudd and Marketing Director at TAG Heuer. Kirsten brings her unique expertise and wealth of experience of marketing, branding, communications and community to the SHUFL portfolio.

Kirsty McGregor, Advisory Board

Kirsty has held senior financial management positions in manufacturing, transport service, and retail industries in both Jersey and the UK and now runs her own accounting and consultancy business in Jersey. Kirsty gives small businesses access to the kind of financial horsepower that normally goes with having a Finance Director, but without the very large overhead of permanently employing one. Kirsty partners with SHUFL portfolio companies to help them fine-tune and execute on their business plans.

Mark Best, Advisory Board

Mark is a Corporate Development professional and lead the M&A programme at CPA Global for 8 years which included the acquisition and sale of over 11 businesses. Prior to CPA he led strategy consulting engagements for McKinsey & Co, was a private equity investor at The Carlyle Group, and an investment banker at J.P. Morgan Cazenove. While his days as an international athlete are well behind him, Mark continues to enjoy playing and watching sport. Mark partners with SHUFL companies to help them with bolt-on acquisitions, investment rounds and exits.

Guided by a single value – Be True

We only have one cultural value at SHUFL and that is ‘be true’. Be true to your colleagues; be true to your customers and investors; be true to your founders and teams; and most of all be true to yourself.

If you are someone that is unashamedly authentic always, then you would find SHUFL a fantastic place to work.

Our founding team have all lived this value together in a previous, hugely successful shared enterprise for over 10 years. Over that period ‘being true’ powered them on to growing a business from 500 to 3500 people, growing revenue and profits by over 2.5x and creating over £5bn of value.


We provide financial and intellectual capital to help you grow your business.

It’s your business, we never forget that.

We won’t tell you how to do your job but we will help you to grow professionally as your business grows. We help clear the path; we help connect you to what you need; and we provide you with the growth capital to push on.

Investment Philosophy

Our investment philosophy is a triangulation of three evaluations: Character, Idea and Difference.

SHUFL Investment Philosophy

Character : We define character as “passion and resilience” and we prioritise the assessment of a team’s character over everything else.

Idea : Ideas change the world. We back ideas that are innovative and powerful enough to have the potential to impact everyone, everywhere.

Difference : We invest in business models that are or can be differentiated. Businesses where you have or can build a moat around your world-changing idea.

Investment Programmes

SHUFL ‘Fund Zero’

‘Fund Zero’ is our first investment vehicle and we’ve built a portfolio of ten exciting businesses who are all on a mission to improve human happiness. We’ve supported the entrepreneurs leading these businesses with either pre-seed or seed investment; as well as hands on support where it’s needed and the freedom and support to operate where it isn’t. This fund is now fully deployed.

SHUFL Happiness Fund 1

We are currently fundraising for Fund 1. With our Fund Zero experience we’ve further refined our thesis to focus on the exciting opportunities we see at the Seed stage within the UK. We’ll be building a portfolio of 10-15 companies who share our mission to make the world a happier and healthier place. If you share this mission as an investor or entrepreneur then we’d love to talk to you, please get in touch below:

Investors – Request an Information Memorandum
Founders – Pitch

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