They didn’t just walk away with the title; they gained a launchpad that shaped their trajectory in ways they never expected.

Startup of the Year 2024: AI Diagnostics

For AI Diagnostics, winning was a signal to the market that they weren’t just another startup – they were a serious player. One of the most immediate shifts was access: doors opened, conversations happened faster. Being introduced as Innovation City’s Startup of the Year carried weight, especially with potential partners and investors.

Braden reflects that, looking back, the impact was undeniable. The team moved differently after that, approaching growth, partnerships, and opportunities with a new level of confidence and momentum.

Beyond recognition, the win also changed how AI Diagnostics operated day to day. Before the competition, the team worked fully remotely. Winning a year’s membership at Innovation City provided them with a dedicated space where they could collaborate in person, strengthening teamwork and refining their strategy in ways that wouldn’t have been possible online. Having a shared workspace brought the team together, fostering deeper collaboration, creating unexpected opportunities, and leading to valuable insights from other founders.

The Prize That Kept on Giving

One of the perks of winning was the UX/UI Design Sprint with Now Boarding Digital, a leading design and branding agency known for helping startups refine their digital presence and user experience.

Braden says Now Boarding transformed the way the world saw them. It wasn’t just about designing a slick interface. It was about refining the story, aligning visuals, and creating consistency across every touchpoint.

That partnership has continued well beyond the initial project, shaping everything from their Nurses’ App and website, to packaging and pitch decks.

Braden describes it as having a team that felt like an extension of their own. Now Boarding understood their vision from the start, and their work consistently exceeded expectations. And good news! Now Boarding is giving away the same prize for 2025’s winner too!

The Road to Startup of the Year

The Startup of the Year competition isn’t just about the final win – it’s a rigorous and rewarding journey. To qualify, startups must be no more than five years old, have a team of at least two people, and already have a minimum viable product (MVP) or service in the market. Additionally, applicants must be generating monthly recurring revenue and have an office located in South Africa.

Startups first go through an application process, where the most promising ventures are shortlisted. From there, the top 10 finalists are selected to pitch live in front of a panel of industry-leading judges at Pitch Night on 23 April, a high-energy event that puts founders under the spotlight. The journey culminates at the glamorous Awards Night on 24 April, where the winner is announced and celebrated among South Africa’s top entrepreneurs, investors, and ecosystem builders.

Being named Startup of the Year is an opportunity for exposure, meaningful connections, and the chance to set the stage for a transformative year ahead!

Beyond the Trophy: How It Shapes a Startup’s Future

Winning isn’t just about the title. It’s about the momentum it creates. For AI Diagnostics, it set the tone for how they approached the next phase of their business. It gave them credibility, access, and a stronger foundation to scale.

A key part of this journey is access to valuable insights and data-driven strategies. Following this year’s competition, Startup of the Year winners will be featured in the first SA Startup Benchmark Report, developed in collaboration with The Open Letter, with expert contributions from Renier Kriel and Roger Norton. This report will highlight key trends, challenges, and opportunities in the startup ecosystem, giving South African startups a clearer picture of where they stand and how to navigate their next stage of growth.

For any startup considering entering the 2025 competition, Braden has simple advice: “I’d say go for it! Be transparent with where you are, but don’t be shy to express your ambition, paired with conceivable steps to getting there.”

Why This Title Matters

Winning Innovation City’s Startup of the Year isn’t just about getting recognised. It means becoming part of a thriving founder community, gaining a dedicated space to work, network, and learn, and receiving support from top-tier partners. It also creates credibility with investors and customers, opening doors that weren’t there before.

For AI Diagnostics, that combination accelerated their growth in ways they couldn’t have anticipated.

Now, it’s someone else’s turn!

If you’re a high-growth startup with a vision, this is your chance! Apply now to be Innovation City’s Startup of the Year 2025 here.