In the world of consumer tech, scaling a startup requires more than a good product or a burst of early traction. Founders need expert mentorship, access to funding, and robust processes tailored to the unpredictable path of B2C growth. Tech-focused accelerator TRMNL4 recognises the unique challenges presented to founders in the consumer space and has devised a series of programmes to share their insights and connections. Increasingly, it is also using its expertise to support firms looking to contribute to global sustainable development objectives.
Founded in 2022 as a joint initiative between tech powerhouse Genesis and social media giant Meta, TRMNL4 began with a mission to help early-stage startups from Central and Eastern Europe (CEE) scale globally. Just three years later, it has evolved into a full-fledged international accelerator platform connected with over 8,000 startups across 112+ countries with major players like Meta, Snapchat, Amazon Web Services, and 300+ venture capital funds.
TRMNL4 presently runs two flagship programmes: StartUp Academy, in partnership with Meta, for early-stage European founders; and Traction Builder, supported by Snapchat, which services global seed to series A startups. All programmes are equity-free, highly competitive (with a 2–5% acceptance rate), and tailored specifically for consumer tech, a space that TRMNL4 CEO Tania Ladanova believes is underserved.
“Consumer tech is chaotic, expensive, and difficult to scale,” Ladanova says. “Founders need more than code and capital. They need timing, taste, growth strategies that actually work, and a network of people who’ve been there. That’s exactly what we’re building at TRMNL4.”
Backed by experience, powered by community
TRMNL4’s roots in Genesis, an IT co-founding company known for building consumer apps like BetterMe and Headway, gave the programme early access to strong talent networks in the region. Experts from Genesis-backed startups like HOLYWATER and Obrio regularly mentor TRMNL4 participants. Access to those who’ve already scaled successful products is invaluable in the early stages, where the right advice can prevent costly missteps.
One standout example is memoryOS, an ‘edtech’ app that grew its monthly active users 12× and revenue 27× after completing StartUp Academy. The startup credits its acceleration in part to mentorship from Anna Khoma, former Chief Marketing Officer at Obrio, who joined as a part-time Head of Marketing after the programme. TRMNL4 also introduced memoryOS to four investors, who went on to lead the company’s seed round.
“That’s what long-term impact looks like for us,” says Ladanova. “We don’t just support startups, we build with them.”
Connecting startups to the right partners
With Meta and Snapchat, TRMNL4 accelerator co-designs hands-on programmes that give early-stage founders direct access to senior platform experts, ad credits, user insights, and go-to-market support.
Snapchat, for example, offers tactical insights into building products for Gen Z, while Meta shares data-backed strategies for user acquisition and monetisation. These partnerships open doors typically reserved for later-stage companies.
Beyond mentorship, TRMNL4 provides practical tools for growth: connections to paid traffic sources, influencer playbooks, product story development, and expert advice on payments, retention, and monetization.
“We’re a one-stop ecosystem,” says Ladanova. “From pre-seed to Series A, we help consumer tech startups get investment-ready—because most ecosystems weren’t built for this space.”
A growing focus on the UK
While TRMNL4 began with a focus on CEE, it has expanded rapidly. The UK is now a key market, thanks to its strong fintech scene, AI leadership, and capital concentration. Many of the top funds investing in consumer tech, including Speedinvest, Accel, Balderton Capital, and Left Lane Capital, are either headquartered in London or active in the United Kingdom.
To help their startups to scale, TRMNL4 is actively building UK investor relationships and encouraging greater collaboration across European and US networks. Their approach is to break silos and strengthen the entire ecosystem through layered, aligned partnerships.
“If you’re focused on B2B, send the B2C founders our way,” says Ladanova. “And we’ll do the same in reverse. This kind of vertical collaboration benefits everyone.”
Impact beyond growth
TRMNL4 is also amplifying startups that seek to have a positive social or environmental impact through their products or services. From Munch Eco (fighting food waste and carbon emissions) to Bloom (teaching financial literacy to underserved teens), many program alumni have business strategies that align with the UN Sustainable Development Goals (SDGs).
Other examples include Zoog, which fosters intergenerational education and connection, and Mathema, a Ukrainian edtech startup bringing quality education to remote and conflict-affected regions.
“Sustainability and impact don’t need to be separate from scale,” says Ladanova. “Some of our most successful startups are the ones solving real-world challenges with commercial potential.”
With alumni already raising over $25 million, TRMNL4 is proving that the right connections can propel ambitious consumer tech founders from idea to global traction.
Tania Ladanova is the CEO at TRMNL4, a global connector for startups, investors, and tech leaders in consumer tech. With a network of 8,000+ startups in 112+ countries, she helps founders scale faster through partnerships with Meta, Snapchat, AWS, and 300+ VCs.
She leads TRMNL4’s flagship programs:
helping startup teams grow and fundraise faster.
For over 7 years, Tania has been building global partnerships, previously leading a fashion tech accelerator
