Entrepreneurial DMU grad launches partnership to boost Leicester businesses

An entrepreneurial De Montfort University Leicester (DMU) graduate has launched a business that is aiming to boost footfall on the high street in Leicester.

Computer Science graduate Jason Nesbitt co-founded LoyalFree, a multi-award winning mobile phone app which acts as an innovative loyalty scheme to help businesses attract new customers.


LoyalFree gives business a profile showcasing their offers, reviews, images and more. It also pulls together all the vital information for an area, allowing users to benefit from using just one app for the whole of the UK.

Following a successful first 18 months for the company, where it has worked with towns and cities including Loughborough and Harborough, it is now teaming up with BID Leicester to increase business for shops in the city.

Jason, who put his DMU degree to good use by creating the app from scratch, says he is ‘immensely proud’ to see his product being used in his home city.

He said: “Building a business has been a challenging journey and it is so rewarding being able to see my creation being used across my home city.

“I am immensely proud of Leicester’s overall journey to becoming a more vibrant city and being a part of that journey is incredibly satisfying.”

DMU offers ongoing career and business advice to alumni through #DMUforlife and Jason and his business partner Sophie Hainsworth have taken full advantage of that support.

During the early stages of LoyalFree’s development, DMU’s Careers and Employability team gave advice to Jason and Sophie about how the business could progress and suggested networks that they could tap into.

Jason explained: “The support of the DMU Enterprise team has been amazing; everything from initial advice to helping promote us and our mission locally. They are always on hand when we need anything.”


Following the success of LoyalFree, Jason and Sophie returned to DMU in February to share their knowledge and experience of setting up their own business with current students. Jason hopes that his story will act as inspiration for students to follow a similar entrepreneurial path.

He added: “I loved coming back to DMU to speak to current students about my business. It was so great to hear all the questions from the eager and ambitious individuals studying there and great to help advise them.”

The partnership with LoyalFree means that businesses in Leicester will benefit from advertising, customer insights and social media support.

Gary Rowntree, Chair of BID Leicester, believes that the partnership will be extremely positive for the city.

He said: “This partnership gives BID Leicester the opportunity to increase footfall and encourage shopping locally in the area. We are looking forward to the benefits it will bring to the city.”

The LoyalFree app can be downloaded here: www.loyalfree.co.uk/download
Posted on Friday 18 May 2018

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