Maryam Hassani, Head of Trends & Innovation at the Abu Dhabi Early Childhood Authority (ECA) discusses the Anjal Z Techstars Program’s success in supporting global early childhood development startups, emphasising innovation, mentorship, and partnerships that localise solutions to address critical challenges in Abu Dhabi’s early childhood sector.

How did the Anjal Z Techstars Founder Catalyst Program initially come into existence, and what was the primary motivation behind launching it?
The Anjal Z Techstars Founder Catalyst Program was created by the Abu Dhabi Early Childhood Authority (ECA), a governmental entity overseeing early childhood development in the Emirate. The ECA collaborates with service providers to ensure policies and legislation support holistic early childhood development.

One of ECA’s flagship initiatives is the Anjal Z program. This accelerator invites global early childhood development (ECD) startups to localize their solutions and address key field challenges. Established in 2020, the program has completed four cohorts, supported over 45 early and growth-stage startups, and helped establish these innovative companies in Abu Dhabi and the UAE.

What key challenges in the startup ecosystem did the program aim to address when it was first founded?
When the Anjal Z program was founded in 2020, one of the biggest challenges was convincing stakeholders that technology could play a pivotal role in early childhood development (ECD). Many were initially skeptical about the intersection of tech and ECD, but launching the Anjal Z Techstars Founder Catalyst Program helped shift this mindset.

At the outset, the program focused on scouting international startups and inviting them to collaborate on short-term partnerships to address key ECD challenges. Over time, Anjal Z has evolved into a highly successful platform, attracting top-tier startups worldwide. Today, we’re proud to work alongside local ecosystem partners and Techstars, integrating some of the biggest names in the ECD sector.

To date, Anjal Z has supported over 45 startups, proving that technology and innovation can transform early childhood development.

Who were the key stakeholders involved in the early development of the program, and how did their vision shape its direction?
From the beginning, the Abu Dhabi Early Childhood Authority (ECA) had a clear mission: to support the holistic development of children from prenatal stages through age eight—an essential period for shaping lifelong health, well-being, and academic success. Our strategy revolves around four key areas: health and nutrition, child protection, family support and early education and care.

Key to the early development of the Anjal Z program was the strategic partnerships we established with over 20 government bodies. These collaborations helped us guide startups’ growth, enabling them to launch pilot programs in Abu Dhabi and explore broader expansion across the UAE. This cooperation has fostered a dynamic, innovation-driven early childhood development (ECD) ecosystem.

The vision of our stakeholders — government bodies, startups, Abu Dhabi ecosystem builders, and industry leaders—was instrumental in shaping the program’s direction. By aligning their collective efforts, we’ve created a platform where cutting-edge ECD solutions can thrive.

Through the Anjal Z Techstars Founder Catalyst Program, we’ve supported startups tackling the most pressing challenges in early childhood development. In turn, these startups benefit from mentorship, market access, and financing, while the public and private sectors gain innovative solutions to address societal needs in ECD. This synergy has driven the program’s success and continues to shape its impact.

What is the core mission and long-term vision of the Anjal Z Techstars Founder Catalyst Program?
Through Anjal Z, the ECA supports the startup ecosystem to promote holistic child development and help children thrive. The Anjal Z Techstars Founder Catalyst Program aims to build an ecosystem within the industry, boost GDP and tackle critical societal challenges within ECD.

Anjal Z supports children’s emotional and social development in Abu Dhabi by bringing in the best global startups that offer solutions in this space. It also equips parents with the tools and knowledge to support their child’s holistic development and well-being. Solutions localized through the Anjal Z program reinforce the ECA’s mission to ensure children grow up in stable, secure environments, protected from harm and danger.

How does the program aim to foster innovation and entrepreneurship among early-stage startups in the region?
The startups empowered by the Anjal Z Techstars Founder Catalyst Program offer a wide range of solutions to tackle early childhood development challenges. By working together, both governments and startups can benefit – startups succeed by solving societal challenges, while government agencies gain effective solutions. Anjal Z is not just about localizing solutions; it’s about leveraging Abu Dhabi’s rapidly growing ecosystem and diverse market to help startups thrive.

The program offers mentorship, localization, and financial support, enabling select global ECD startups to customize their proven solutions to meet local needs. This approach tackles critical early childhood development challenges and demonstrates the financial viability of addressing social issues.

What are the key values that the program wants to instill in the startups it supports?
The ECA is at the forefront of early childhood development, ensuring society’s youngest members have the best start. As a governmental entity, the ECA is dedicated to creating a comprehensive and integrated ecosystem for ECD in Abu Dhabi and the UAE. This involves working closely with mothers from pregnancy and supporting children from birth up to eight years old—widely regarded as the most formative period in a person’s life.

The ECA’s initiatives, including the Anjal Z program, span four key pillars: health and nutrition, child protection, family support, and early education and care. The ECA aims to improve overall health and well-being, foster economic growth and boost academic achievement by focusing on these areas. High-quality interventions during these early years can profoundly impact a child’s future.

How has the Anjal Z Techstars Founder Catalyst Program evolved since its inception?
Currently in its fifth cohort, the program has completed four cohorts, supported over 45 early and growth-stage startups, and helped establish these innovative companies in Abu Dhabi and the UAE. Over the years, the program expanded its reach, and today, it offers support to two distinct startup tracks:

Ignite Track: Ideal for early-stage founders, this track offers virtual masterclasses, mentorship and pitch feedback for startups with monthly recurring revenue (MRR) under USD 20,000, less than USD 250,000 in funding and a team size under five.
Launch Track: Geared towards more established founders with an MRR over USD 20,000, this track includes a comprehensive four-week program in Abu Dhabi. Participants receive masterclasses, mentorship and engage in a localization project that doubles as a go-to-market strategy. Additionally, startups benefit from non-equity funding of up to USD 220,000 to aid their expansion efforts.

Currently, our Cohort 05 is in the program phase, which will culminate in November 2024. It will run from August to November 2024 (it started in August 2024). Of the ten weeks, the program runs a virtual program for the first six weeks to the Ignite and Launch Track founders. The Launch Track founders visit Abu Dhabi in the final four weeks, which include an all-expenses-paid, in-person program in Abu Dhabi in October.

What key milestones has the program reached over the years, and how have these shaped its current form?
Since 2020, Anjal Z has supported over 45 early and growth-stage startups and helped establish many Launch Track startups in Abu Dhabi. Over half of the 24 Launch Track startups have already established their offices in Abu Dhabi.

Completed four cohorts since 2020, with the fifth currently underway.

Engaged with 20+ local entities and established meaningful partnerships for the Launch Track startups to implement their pilots in Abu Dhabi. Additionally, each Launch Track startup can access up to USD 220,000 as an equity-free grant to establish their offering in Abu Dhabi and beyond.

The program runs Abu Dhabi Youth Challenge+ (ADYC+), a 54-hour bootcamp for those interested in exploring and pursuing entrepreneurship as a career option. To date, more than 30 internships have been offered to the youth.

How has the program adapted to the changing needs of startups and the entrepreneurial landscape in the Middle East?
Abu Dhabi recognizes the importance of innovative solutions and supports new businesses through incentives in free zones. These zones offer benefits like reduced operational costs, fast-track company setup procedures, and 100% equity retention. By fostering a supportive environment for startups, Abu Dhabi and the ECA are paving the way for impactful advancements in early childhood development.

The Anjal Z Techstars Founder Catalyst Program has evolved and expanded since its launch in 2020 and the most distinct change is this year’s Cohort 05 program. This year, for the first time, the program concludes at the Abu Dhabi Early Childhood Week, where the startups will network and explore potential collaborations with local ecosystem players. The Abu Dhabi Early Childhood Week, a WED Movement initiative led by the Abu Dhabi Early Childhood Authority (ECA), will galvanize the emirate and the wider world’s focus on early childhood development through a program of groundbreaking research, innovative solutions and advocacy. This opportunity is tailored for the founders to help them expand and refine their market strategies within Abu Dhabi and the Middle East.

In addition, the Abu Dhabi Youth Challenge+ (ADYC+) Techstars Startup Weekend, part of the Anjal Z program, is a 54-hour-long bootcamp during which aspiring entrepreneurs (18+ years) can build a team, ideate, receive mentorship and pitch their ideas to a panel of judges. The program offers an opportunity to create and launch a solution to the challenges presented and build on it with support from the organizers after the boot camp. The top eight teams will go through the ADYC+ Post Program, a month-long incubator initiative to develop their ideas further through mentorship support, of which the top three teams can win up to USD 10,000. ADYC+ also offers up to 12 internship opportunities to those between 18 and 26 years old to work with one of the Anjal Z startups.

Can you share examples of notable startups that have graduated from the program, and what unique contributions they’ve made to their respective industries?
Among the standout cohort members are Storybutton and Zenimal, two startups making waves in the world of analog tools for kids. Storybutton, for instance, offers a delightful screenless audio player that’s designed to captivate young listeners. This clever device delivers a range of audio content—from podcasts and audiobooks to original stories—all without the distraction of screens. The focus here is on enriching children’s imaginations and encouraging immersive listening experiences.

Zenimal, on the other hand, introduces a screen-free sanctuary for mental wellness. This portable device provides guided meditations and sleep sounds, catering to a variety of needs from calming anxiety to enhancing focus. With its soothing voice overs and child-friendly language, Zenimal ensures that kids receive engaging, age-appropriate guidance, all while avoiding the overstimulation often associated with screens.

Storytailor is a startup designed to revolutionize children’s literature through personalized storytelling aiming to provide children with a unique reading experience by customizing stories to fit each child’s interests, name, and personal details. In addition, ABC Learning offers intuitive apps introducing toddlers to numbers, letters, and problem-solving skills. By utilizing interactive technology, these startups engage young minds and foster cognitive development.

There are also many other examples of Anjal Z startups that can positively impact children, and help them to develop socially, emotionally, and even physically through play-based learning that is well-designed.

What specific societal challenges does the program encourage startups to address, and how does it emphasize social impact?
The Anjal Z Techstars Founder Catalyst Program is tailored for startups focused on early childhood development, centering on families and children aged 0-8. With a keen eye on addressing critical issues, the program aligns with ECA’s pillars of health and nutrition, early care and education, child protection and family support. In addition, this year the startups chosen also work in the themes of the WED Movement – intentional parenting, culture and identity and sustainable and family-friendly cities.

What are the expectations from startups in terms of innovation, sustainability, or contributing to social and economic development in the region?
Anjal Z’s mission is clear: to identify and elevate top global ECD startups and help them thrive in Abu Dhabi. By doing so, the initiative not only brings cutting-edge solutions to the region but also creates a robust platform for ongoing innovation in early childhood development. Through a partnership-driven, experience-based fellowship program, Anjal Z empowers startups to address pressing ECD challenges, making a lasting impact across Abu Dhabi and the UAE.

How does the program assess a startup’s potential to make a positive contribution to society during the selection process?
The Anjal Z Cohort startup selection process is a collaborative effort involving the ECA, ADIO, Techstars and Hub 71 and key ecosystem stakeholders. It comprises rigorous application reviews, one-on-one interviews, and panel sessions for Cohorts.

When sourcing, we prioritize six key factors: team and team dynamics, traction, passion, ability to localize, market size, and other Abu Dhabi and ECA-specific criteria. Additionally, we assess the company’s pitch quality, market traction, marketing strategy, and Go-To-Market/commercial strategy. Ultimately, we seek startups that exhibit innovation, disruption and a clear differentiator in the competitive landscape.

The startups empowered by the Anjal Z Techstars Founder Catalyst Program offer a wide range of solutions to tackle early childhood development challenges. While startups such as Storybutton, Monkibox, and Zenimal offer non-tech solutions, others like Storybook, WonderTree, and Enrichly focus on tech-driven innovations. These startups contribute positively to child development by offering innovative products and services.

Supporting such startups enables us to address local challenges effectively. Whether digital platforms enhance early childhood education or tangible products promote health and well-being, these solutions significantly impact children’s lives.

In what ways does the program support startups in scaling their social impact as they grow?
The Anjal Z program offers a unique accelerator experience for early childhood development entrepreneurs. The program provides equity-free funding, mentorship, and an extensive network of local partners to help participants grow their businesses and localize their solutions to positively impact children and families. Participants can expect high-caliber Techstars Masterclasses and personalized mentorship, fostering substantial growth and market readiness for their ECD ventures.