As has become apparent, certain startups are adapting their business strategies to align with the significantly altered landscape created by the COVID-19 pandemic. Conversely, other companies unexpectedly possessed business models that, while unrecognized at the time, proved remarkably well-suited to this new environment.

A compelling illustration of this is the SaaS marketplace, Juggle. Initially conceived as a platform connecting executive-level women seeking flexible work opportunities following family commitments, it subsequently broadened its scope to encompass anyone desiring flexible employment and employers requiring such a workforce. However, the pandemic fundamentally reshaped the work environment, with “flexibility” now being a central requirement.

Juggle has recently announced securing $2.1 million in funding from investors located in both the U.K. and the U.S. This investment group includes prominent U.K. angel investors, as well as Oxford Capital, Social Capital, and 7percent Ventures. Additional investors are Andrew Gault (an early backer of Oculus), Andreas Mihalovits (a seasoned investor), Andrew J. Scott (who invested in Magic Pony), Charlie Kemper (who backed Casper), Charlie Songhurst, Curtis Chambers (a former Uber employee), Pip Wilson (an entrepreneur and investor), and Rajiv Kapoor (an East Coast investor).

With a growing number of organizations adopting flexible work policies – encompassing remote work, part-time positions, and job sharing – Juggle facilitates connections between these businesses and professionals who do not conform to the conventional “9-to-5” work style.

Workplace flexibility can relate to working hours, location, or work patterns, such as job sharing. According to the U.K. Employment Act of 1996, eligible employees have a legal right to request flexible working arrangements for any reason after completing 26 weeks of employment. Therefore, Juggle is addressing an existing demand. A 2019 Aviva report revealed that one-fifth of U.K. employees refrain from requesting flexibility due to a belief that their requests will be denied, and 35% feel uncomfortable discussing flexibility with their employers. However, over 20% of workers have changed jobs or departments to gain greater flexibility, and nearly half would consider a new role if it offered more accommodating work/life balance. Consequently, a platform like Juggle is likely to attract many professionals seeking alternative work arrangements.

Professionals can register for the service and utilize recruitment tools to manage and monitor job applications, along with access to coaching and support. Juggle also offers “intelligent matching” and provides the necessary documentation to facilitate these flexible roles. Companies utilizing Juggle to identify suitable candidates undergo a vetting process to confirm their commitment to flexibility, ensuring transparency for both employers and employees.

Established by former headhunter Romanie Thomas, Juggle’s primary objective, she stated, is to achieve female representation in 50% of business leadership positions by 2027. Since its launch in 2017, Thomas reported that 62% of all placements made through Juggle have been women.

Juggle has assembled a diverse portfolio of companies utilizing its B2B platform, including clients such as Reallife Tech, Hopster, Hubble, and White-Hat.

Andrew Gault, founding partner at 7percent Ventures, noted: “The current pandemic will have a lasting impact on work practices. We were already witnessing a significant shift, and Juggle was ahead of the trend. As more employers and employees explore flexible working arrangements, Juggle is ideally positioned to connect businesses with the appropriate talent and share its expertise to ensure successful flexible work implementations. Evidence indicates that increased flexibility benefits all parties involved and has the potential to significantly reduce the gender gap by enabling more talented women to attain senior roles.”

In an interview with TechCrunch, Thomas elaborated: “The company’s inception stemmed from my personal experiences and the underrepresentation of women in business leadership, which I witnessed firsthand as a headhunter. Companies appeared to have a consistent cycle of male leadership. However, flexible working is essential for achieving gender equality. Juggle focuses on the non-technical sector, which is largely underserved by existing tech platforms. This presents an opportunity to create a platform that empowers professionals to flourish in their flexible careers. The issue isn’t solely a female one; it’s a universal concern. However, concentrating solely on women risks reinforcing gender stereotypes.”

She stated that Juggle is targeting the conventional recruitment industry, which has been slow to adapt to the evolving workforce: “The challenges we face in preparing for the future of work… require solutions through a technology platform, rather than relying on legacy industries that have contributed to these problems.”

It is likely that we will continue to see startups challenging established industries that have been impacted by the pandemic or by conventional perspectives on gender and diversity.