Sarah Savelli
Keepsake helps families turn photos, records and memories into a private collection of ancestor biographies they can edit, share and pass on.
Project
Keepsake
URL
Year founded
2025
Business stage
Pre-Seed
High-growth sectors
Digital and Technologies
Sector
Creative Industries
Location
South West
Funding
Highly Commended Applicant
The problem and opportunity
Family history is full of extraordinary lives, but too often those stories stay buried in boxes, hard drives and half-finished research. Existing genealogy tools are built for record discovery, not for turning scattered material into readable stories. Keepsake fills this gap with a private, AI-assisted platform that turns family materials into editable ancestor biographies, supporting digital heritage, responsible AI and intergenerational connection.
The solution and innovation
Keepsake takes primary sources, such as voice recordings or handwritten letters, transcribes and contextualises them in moments, then organises them into chapters of an ancestor’s life story. It moves genealogy beyond data repositories and endless discovery towards editable biographies. The software has been shaped by professional archivists, genealogists, storytellers and family historians, and validated through workshops, demos and webinar demand.
Market and ambition
Keepsake’s first market is UK women aged 65+, often grandparents or those who have recently lost a parent and want to pass on family stories. From UK traction, we aim to grow into English-speaking genealogy markets, especially the US, where ancestry, heritage and memoir products are established consumer categories.
Founder perspective
Sarah Savelli is a writer, communications professional and lifelong family historian who co-founded Keepsake after her father died in 2020. Sorting through his photos, records and trinkets showed her how easily family stories can disappear, inspiring her to help others turn scattered memories into lasting life stories.
Women in Innovation Award
Highly commended applicant of the Innovate UK Women in Innovation Award 2025/26, receiving tailored business support and access to specialist training and networks. View all winners and highly commended applicants from the Women in Innovation cohort 2025/2026.