AI innovation company Zest Consult tackles violence against women on public transport with £100k NPIF II loan
A York-based consultancy business has secured £100k from NPIF II – BEF Smaller Loans, which is managed by Business Enterprise Fund (BEF) as part of the Northern Powerhouse Investment Fund II (NPIF II).
Founded in 2020 by software engineer and consultant Geoff Hoyle, Zest Consult was born from a vision to use artificial intelligence to transform safety and security across public services. What began during the pandemic as a consultancy supporting major organisations such as Transport for London and National Highways has since evolved into a product-led AI innovation business.
“I was asked to lead an Innovate UK project developing AI for CCTV during the pandemic,” Geoff explains. “That experience opened the door to artificial intelligence for me. From there, we slowly started developing our own AI products alongside the consultancy work.”
Zest’s consultancy contracts kept the company running, while any surplus went into AI research and development. However, with limited capital, progress was slow and development could only move in small steps. That changed with the support of a £100k loan from NPIF II – BEF Smaller Loans.
“The loan has taken the pressure off immediately,” says Geoff. “It means I can think ahead to next year. Instead of worrying month to month, I can now focus on accelerating product development, paying engineers, getting equipment, and even securing office space at York Science Park.”
Geoff and his team have been working with partners including Transport for London and Cardiff City Council, focusing on using AI to detect antisocial and violent behaviour - particularly to protect vulnerable people. Zest Consult are also applying AI in the defence sector, working with major corporates such as DASA (Defence and Security Accelerator), Airbus and Oracle.
One current project aims to use AI on buses to identify violent or threatening behaviour against women and girls - an issue affecting many people across the UK.
“We’ve submitted a proposal to TfL to use our AI models on buses,” Geoff explains. “If we can detect harmful behaviour early, we can alert drivers or even put out an automated message. We may not be able to change the perpetrator, but we might stop the act from happening.” “I’d really like to scale here in York and grow in Yorkshire,” he says. “We’re a small company talking to some very big names. We’ve got big dreams - we just need help to get there.” “Zest Consult is a fantastic example of an ambitious Yorkshire tech business using innovation to tackle real-world challenges. Their work to improve public safety through AI has enormous potential, and we’re proud that our funding is helping accelerate that journey.” Said Duane Walker, Investment Manager at BEF.
The loan has given Geoff the space, stability, and confidence to move from slow, incremental development to real momentum. Now, Zest is poised to bring its cutting‑edge AI products to market - advancing public safety, strengthening UK innovation, and showing what’s possible for ambitious tech businesses growing in Yorkshire.
Lizzy Upton, Senior Investment Manager at the British Business Bank, said: "Zest Consult demonstrates how emerging tech businesses in Yorkshire are applying cutting-edge innovation to address complex, real-world challenges. “Technology is a key pillar of the Government’s Industrial Strategy, and supporting ambitious firms like Zest ensures the North continues to play a leading role in that growth. Through NPIF II, we’re proud to provide the confidence and headroom innovative businesses need to scale and drive lasting change."