August 19th 2016
Smart jewellery can keep wearers safe
• Smart wearables can provide a discreet way to increase personal safety
• Crowdfunded smart button BiiSafe has panic button and location tracking
features in addition to conventional wellness tracking
• First crowdfunded on Indiegogo in 2014, BiiSafe is now raising equity
crowdfunding on Invesdor
First there were smart watches and bracelets, now increasing amounts of technology are
being crammed into items such as rings and necklaces: we are entering the era of fashion
tech, or smart jewellery.
So far, the main uses of smart wearables have been tracking health-related activities such as
exercise and sleep. Finnish BiiSafe is taking a different route and putting safety first.
“The most beneficial purpose for smart wearables is increasing safety and security,” says
CEO Sauli Kiuru.
According to a study published by Ericsson this summer, personal safety wearables are
sought after because consumers want to have a discreet way to send an alert for help. A
user’s first thought when seeing the Buddy, a disc the size of a small cookie, is probably to
hang it on their key chain. However, thanks to BiiSafe’s collaboration with Finnish jewellery
brand Kalevala Jewellery, the Buddy can also be worn embedded in pieces of jewellery.
“For example, the BiiSafe Buddy can be carried around inconspicuously in a necklace and
used as a ‘panic button’ when the wearer encounters a threatening situation,” says Kiuru.
In addition to keeping its wearer safe, the BiiSafe Buddy keeps track of important items, such
as keys or phones. It can even be used to keep loved ones, such as family members and
pets, safe. Of course, the Buddy also tracks the usual wellness metrics such as steps.
BiiSafe is ready to globally launch the next generation Buddy, which will connect to the cloud
via low-power WiFi, ZIGBEE hub or Bluetooth 4.2. connection. To support the launch and
sales, BiiSafe is raising equity crowdfunding on Invesdor.
BiiSafe is no newcomer to crowdfunding as the BiiSafe Buddy’s development was originally
funded by 310 backers on Indiegogo in 2014. Since then the company has sold more than
50,000 units of the BiiSafe Buddy in approximately 30 countries; exports account for more
than 90% of the company’s sales.
“BiiSafe is doing big things with a great product in an interesting industry, and they have
crowdfunding experience to boot,” says Invesdor CEO Lasse Mäkelä. “We are happy to be
able to help BiiSafe in its growth.”
BiiSafe is issuing shares on Invesdor’s equity crowdfunding platform with a goal of raising
Sauli Kiuru, CEO, BiiSafe Oy
email@example.com, +358 40 526 2410
Mikko Savolainen, Communications manager, Invesdor Ltd
firstname.lastname@example.org, +358 40 747 5205
BiiSafe in brief:
BiiSafe Ltd. is a Finnish company founded in 2011 that develops, markets, manufactures and
sells software, peripherals and service platforms related to security and wellness services.
The Company's vision is to provide advanced and easy-to-implement products and services
which enhance security and well-being of both individuals and organizations. BiiSafe creates
a security and wellness service platform, which combines the Company's products and
services into a globally working seamless and be easy-to-use package.
www.biisafe.com facebook.com/biisafe twitter.com/biisafe
Invesdor in brief:
Invesdor operates an online investment platform that connects ambitious European growth
companies with investors worldwide. Invesdor has helped raise more than 15 million euros
and hosted more than 60 successful equity crowdfunding campaigns.
A financial technology (fintech) company founded in Finland in 2012, Invesdor is the Nordic
market leader in equity crowdfunding measured in invested capital and revenue in 2015.
Invesdor's clients include private and publicly traded companies from Finland, the UK,
Norway and Denmark as well as investors from more than 50 countries. Invesdor has offices
in London and Helsinki.