Sarah Bone (née Sarah Norford-Jones) is the Co-Founder and Chief Marketing Officer of YEO Messaging, a pioneering private messaging platform designed to deliver messages securely to a human—not just a device—through patented continuous facial recognition. Passionate about digital privacy, Sarah co-founded YEO Messaging with her father, Alan Jones, to address the lack of trust in existing messaging apps. She has been recognised as a finalist in IT Security Guru’s Most Influential Women in Cyber and has worked with the UK Information Commissioner’s Office (ICO) on the Children’s Code, advocating stronger online protections.
Can you tell us a little about your background and your company?
My background is rooted in marketing, advertising, and brand strategy. I spent several years working at ad agencies in London, and eventually, I launched my own boutique marketing agency. It was during this time that my father approached me with an intriguing idea for YEO Messaging. Initially, I focused on the idea and strategy for this early-stage concept. However, it quickly became clear that the potential was enormous. I decided to join the project full-time to bring it to life.
What does YEO Messaging do? we’re all about revolutionizing digital communications. We harness cutting-edge technology—including patented continuous facial recognition—to create a secure, private ecosystem where users have complete control over their data. Today, our platform is trusted by businesses, governments, and individuals who demand data sovereignty and ironclad security in their communications.
What inspired you to start your business?
It was actually motivated by a personal experience that never left me. As a child, I was impersonated by a school bully who sent messages pretending to be me. That feeling of losing control over my own identity stuck with me.
As I got older, I saw just how easily data privacy is compromised online. I knew there had to be a better way. Alongside my father, Alan Jones, we built YEO Messaging to give people back control over their digital conversations by ensuring messages are seen by the intended recipient only.
How did you create awareness for your brand?
Building trust in a new cybersecurity brand especially in a world dominated by tech giants was no easy feat. We focused on thought leadership, speaking at cybersecurity, communications, healthcare, and FinTech events. We have partnered with Google and built a strong network of investors and advocates to amplify our credibility.
Media coverage in TechRound, Startups 100, and the Evening Standard helped further raise visibility, particularly in the financial and tech sectors. On top of that, we actively contribute to policy discussions, including the ICOs Children’s Code, reinforcing our commitment to online safety. With the UK government now pushing for social media verification for under-16s, our mission has never been more relevant.
What strategies helped you secure funding and scale your business?
We have secured funding from high-net-worth investors who truly believed in our vision. Our patented technology gave us a competitive edge, setting us apart in a crowded market.
To scale quickly, we have built a white-label Software Development Kit (SDK) approach, enabling businesses in regulated industries like finance and healthcare to integrate YEOs security features. Recognition from Google was also a huge milestone, elevating YEO into the enterprise space.
Building a top-tier team was just as important. Surrounding ourselves with cybersecurity experts, channel specialists, and marketers allowed us to grow strategically and position YEO as a trusted leader in secure communications.
What have been your biggest successes so far?
Securing patents in the UK, US, EU, and China, was essential to validate our innovation on a global scale. Our media recognition in TechRound 100 (reaching Top 6) and Startups 100 (Top 21) highlights our position and potential as a leading disruptor in secure communications going head to head with the likes of WhatsApp. We have recently launched YEO for Business to the finance, healthcare, and government sectors through strategic enterprise partnerships, reinforcing our impact in industries that demand the highest levels of sovereignty, security and compliance. Additionally, our contributions to online safety and cybersecurity discussions, including collaboration with the ICO, demonstrate our commitment to shaping the future of digital privacy and secure communication.
What challenges have you faced, and how did you overcome them?
Breaking into a market controlled by US tech giants like Meta and Microsoft was a challenge, but we differentiated ourselves with continuous authentication technology especially as governments and banks started banning platforms like WhatsApp from professional use.
Fundraising as a female founder in a male-dominated industry wasn’t easy either. But perseverance, credibility, and strong investor storytelling helped us secure the right backing.
Timing also worked in our favour. Discussions around the Online Safety Bill, AI regulation, and GDPR compliance have only reinforced the need for secure, compliant communication platforms.
What are your plans for the future?
As a British innovator, so far, we have focussed most of our efforts within the UK, however YEO aims to expand globally, with a focus on the Middle East, Europe, Australia all of whom have YEO relevant regulations. We’re not forgetting about the US either, but like most tech start-ups, we are waiting to see where the new administration will take us all. In between, we focus on driving adoption in high-security sectors such as finance, healthcare, and law. Advancing AI security and developing next-generation authentication and privacy tools will ensure we stay ahead of emerging cyber threats and we’re doing some great work that allows us to overcome emerging but pervasive issues such as deepfakes.
What advice would you give to aspiring female entrepreneurs?
Trust your instincts. If you see a gap in the market and have a fledgling idea that can address it, pursue it even if others don’t understand it yet. Tenacity is key. You will face setbacks, but every challenge teaches something valuable. Surround yourself with other female mentors and allies – male and female – in industries you are targeting who can support you, question you, and guide you into their world of experiences.
Take care of your mental health first and always. Being a woman in business can be a tough gig. Prioritise rest. Burnout won’t serve you, but a well-rested mind will.
What are your top three tips for entrepreneurial success?
Solve a real problem and ensure your business offers something uniquely valuable that can’t be delivered elsewhere. Pricing as you launch is then an afterthought as you have a unique proposition.
Be adaptable, as markets change fast, and you must be ready to pivot when necessary.
Learn from failures. The world’s most famous entrepreneurs failed – perhaps multiple times – before they created The One!
Who are five people who inspire you the most, and why?
1.Whitney Wolfe Herd – Building a Brand with Purpose:
Whitney didn’t just create another dating app she built a movement. By flipping the script in a male-dominated space, she proved that bold, values-driven branding combined with smart execution can create billion-dollar businesses.
Inspiration: Whitney shows that success comes from standing for something bigger than just a product. Her approach to branding, community-building, and leadership is a playbook for anyone building a business with impact.
2. My Family – My Greatest Motivation:
My kids, my husband they are my Why. They remind me daily why I push forward, take risks, and create something meaningful.
Inspiration: Parenthood teaches resilience, patience, and the art of balancing chaos, factors that are critical in both business and life. Watching my kids grow makes me braver, more ambitious, and more determined to lead by example.
3. Victoire Cogevina Reynal – My friend who is Championing Women in Sports & Tech
Victoire is a force of nature. From reshaping the world of sports-tech to fighting for gender equality in male-dominated spaces, her work is proof that passion, persistence, and purpose can change entire industries.
Inspiration: Her ability to challenge the status quo, build impactful businesses, and create opportunities for women is something I deeply admire.
4. Brena Brown – The Power of Vulnerability in Leadership
I’ve been told I’m too emotional in business before. But emotion is what drives connection, storytelling, and leadership. Brena works on courage, vulnerability, and authentic leadership and changed the way I now view emotional – not as a weakness, but as a superpower.
Inspiration: As a founder, marketer, and leader, I know that people buy into emotions, not just products. Brena proves that leading with the heart is the way forward.
5. Alan Jones – My Co-Founder and Father
Alan is not just my co-founder – he is my father and one of my biggest inspirations in business. From him, I’ve learned resilience, vision, and what it takes to build something truly great.
Inspiration: Theres nothing quite like building a company with someone who shares your values and drive. He’s been a constant reminder that integrity, hard work, and innovation will always win.
What are your favourite inspirational or motivational quotes?
“Go as far as you can see; when you get there, you’ll be able to see further.” – Thomas Carlyle
This quote perfectly captures the entrepreneurial mindset—pushing forward, even when the path isn’t fully clear, trusting that each step will reveal the next.
Where can our readers connect with you?
- X – @sarahjnj
- Insta @sj_bone
- LI: (28) Sarah Bone | LinkedIn
- Website – www.yeomessaging.com
