Digital entrepreneur Sara Murray is famous for creating the website confused.com, as well as personal tracking device Buddi. She is known for her ability to quickly adapt to changing market landscapes and designing user-friendly products and services.

Starting her career at a management consultancy in the US, Murray became frustrated with some of the working practices and set out on her own. She set up her own marketing business called Ninah Consulting in 1992. While working with some key insurance companies, she spotted a gap in the market for insurance comparison services and the idea for confused.com was born. Originally called inspop.com, Murray grew the company from the ground up and sold it to insurance provider Admiral in 2002. The keen entrepreneur then came up with another winning idea, after losing her young daughter in a supermarket. Buddi is a personal tracking device, aimed primarily at the elderly and other vulnerable groups which can help to find and care for users. It can help assistance reach clients sooner and ensure the right kind of care is delivered as soon as possible, saving money and time.

It’s no surprise that this talented business woman sits on the board of four small business forums, including the British Government’s Technology Strategy Board and the Small Business Economic Forum. She’s also a board member of Seedcamp, an organisation which aims to jumpstart small businesses in the UK and Europe. In 2012 she was awarded an OBE for services to innovation and entrepreneurship.