Startups love to talk about funding rounds. Honestly, G’d knows why. Series A, Series B, pre-seed, seed, angel investors, valuations, exits - I hope I didn’t miss any keyword... Cool. And then what?
If you’re struggling to keep your company going, wondering how others do it without outside funding - this post is for you. Because you’re not alone. There are companies out there, just like yours, facing the same challenges. And I want to share what I’ve learned along the way.
But what if I told you that you can build something great without raising a single penny from investors? I know—it sounds unrealistic. But we are, and others (a small minority) are proof that it’s possible. It’s much harder, that’s for sure.
We tried to raise money at one point. I sat in investor meetings, pitched our vision, and answered the same questions over and over. But I quickly realised something:
The process was frustrating and time-consuming, and sometimes, I felt that they had unrealistic expectations or didn’t fully understand the markets where we operate. Just because something is slow-moving and traditional doesn’t mean it’s not a great opportunity. In fact, it can be the opposite - but only if you have the patience to navigate it.
I’m not saying outside funding is wrong - it’s just not the only way. And for us, it wasn’t the right way. So, instead, we took a different path. We built this company without outside funding—and we did it because of the people and companies who supported us in ways that money can’t buy.
We’re moving forward. After years of hard work, we’re launching our new website and brand name: Another Set of Eyes (anet for short). It’s a big step, but it didn’t happen alone. This isn’t just a company. It’s a story of survival, belief, and the people who make a difference when everything is stacked against you.
And here’s the part that might go unnoticed - but it matters:
We’re still here.
And it’s not just me - it’s we.
I rarely - if ever - see blog posts that truly give credit to the people who stand behind a company. The ones who help, often in the background, expect nothing in return. Maybe it’s because we spend so much time trying to prove ourselves - showing that we’re the best at something, sharing expertise, trying to stand out in a competitive world.
But too often, that’s more about ego than real appreciation. And that’s not for me.
We’re human. We make mistakes. I am no exception of that. Sometimes, we hurt or disappoint the very people who believe in us the most. Not because we want to. But because we’re trying to build something we believe in. If you ask anyone who knows me, they’ll tell you - I’ve been through hell to build this company.
Yes, we have revenue. But we haven’t fully climbed out of the Death Valley of startups yet. What does that mean? It means financial struggle. Not just as a business but as a family too..
It means falling behind on invoices, paying for goods in instalments, and stretching payments over the long term. And when that happens, it doesn’t just affect us - it affects others, too. It's not a nice feeling. We don’t want that. Trust me, the only thing I want is to pay everyone on time so I can focus on what I do best. But even when things are tough, I always try to be as transparent as possible, keeping our partners updated as often as I can.
Startups don’t survive without great teams. And ours is no exception. Yet, I can’t imagine what it must have felt like for the founders of great companies when they first sat down to list the names of the people who stood by them. It’s a good thing it takes me some time to write these names - because if it were just me, this would be a very short list. 😅
Béla, János, Norbert, Róbert, István, Zsombi, Fabian, Richard and Bence - this team has stuck with us, even when things weren’t ideal. They know the reality. They know it’s not always smooth. And let’s be honest - no one enjoys waiting for payments. But despite that, they’ve shown loyalty, patience, and resilience that’s rare to find.
They don’t just work with us. They believe in what we’re building. And that kind of trust? That’s priceless. I know we wouldn’t be here without them.
If there’s one thing I’ve learned, it’s that support isn’t always loud. It’s not just about big investments, flashy partnerships, or viral success stories. It’s about the people who show up - not because they have to, but because they believe. Some didn’t fully understand what we were building at first. But they trusted me anyway. And that trust? That’s something I’ll never take for granted.
It’s interesting how life ‘organises’ things for you. You never know where a simple conversation can lead you.
Take Talel. We met in a Costa Coffee, where I was making his coffee. A random interaction that led to one of the most important friendships of my life. He didn’t just become a great friend - he helped shape my thinking as a leader.
Then, when I read a book from the LUMA Institute, I noticed a design-related event in London that I couldn’t afford, so I asked for a discount… and that’s how I met Jonathan. He didn’t just help me understand the basics of design thinking - he showed me how to think and work like a designer. He is one of the greatest inspirations in my life, someone whose influence still shapes my work today.
And when I faced challenges, Liam and David were there, preparing me for the unexpected, making sure I knew my rights. Dave thought I was crazy when I approached FM Conway back in 2014 with my idea. But slowly, we became friends, and he introduced me to the world of road traffic safety - something I knew nothing about before. He shared a vision to improve road safety - a vision that still drives what we do today.
I think we often underestimate the value of design, but when you meet professionals like Darren, Leo, Lesley, and the team at The Engine Room, you realise that there is a huge difference that design can make. They made our brand stand out in a way I couldn’t have imagined. Loreen - her sharp mind and way of thinking about PR and communications has been priceless. Things are not the way I hoped, but I trust they will be one day.
András and his team put in a huge effort to build the foundation of our system - without their work, we wouldn’t be where we are today.
Barbara, Alice, and Graham - I learned a great deal from them about patents, trademarks, and investment practices. I feel that Karl truly believes in us and sees the real value in what we try to achieve, having worked in the logistics industry, but his key contribution is preparing us to provide a 10-star customer experience.
Then there are those who stood by us in the business world. Joff and Laurens from Tobii - their patience, generosity, and trust have made a difference that words can’t fully capture. Without them—and without the culture at Tobii, which I truly admire - our work would have been very, very different.
There are those who don’t just talk - they take action. Steven and James are those kinds of people. They don’t just sell - they believe. They meet with customers in person, helping them see the real value in what we do.
And Janos, Zoltan, Szilvia, Attila, Kornel and Peter - friends who never stopped believing in me, even when others doubted. Advisors, like Ferenc, a brilliant economist. Gabor is an experienced executive. And Petra, who shares my passion for perfection and making sure the smallest details are in place. That kind of commitment is rare, and I deeply appreciate it.
Startups can’t survive without early adopters. Without these clients, we wouldn’t be here today.
Asda – they took a chance on us when we were still proving ourselves. FM Conway – one of our earliest supporters, trusting our technology and giving us a benefit of a doubt. Harrods, Mercedes-Benz, Wiener Linien and all the training providers – brands that saw the value in what we were building and chose to work with us when they could have gone elsewhere.
They didn’t wait for us to be perfect. They took a risk. They trusted us. And that kind of support? That’s what keeps businesses alive.
And for that, I will always be grateful.
But sometimes, it’s just a person picking up the phone when you need advice. Sometimes, it’s a company that gives you a chance when they could have walked away. Sometimes, it’s someone who trusts you enough to let you fail and try again.
Startups and scale-ups fail at brutal rates.
So when I say we’re still here, against the odds—I mean it. And I know we didn’t do it alone.
But for me, everything starts at home. We met, fell in love, and built this company together with Linda. She is brilliant, patient, and extremely supportive. She believes. Yes, we have our misunderstandings. And sometimes, she feels like what she does isn’t enough. But that’s never the case. She gives me the stability and patience I need so I can focus on building our company—and our future.
Success isn’t just about what we build—it’s about who helps us build it.
The quiet patience of a friend who listens when you vent about problems.
The business partner who chooses to work with you, even when you don’t have all the answers.
The team keeps showing up, even when things aren’t perfect.
The family member who stands by you, even when you feel like you’re failing.
Support isn’t always loud. It’s not always in the headlines. But it’s what makes all the difference.
This blog post is dedicated to them. So if you’re reading this and thinking of someone who has quietly stood by you, believed in you, or supported you when they didn’t have to, tell them.
Because in the end, these are the people who keep us going.
