Meet Cassandra Humbert, a passionate entrepreneur and the founder of Crimson Social and co-founder of Ladder, an innovative AI-driven property matching platform. From leaving the corporate world behind to building not one but multiple thriving businesses, Cassandra’s journey reflects resilience, bold decision-making, and a drive to innovate. At Humans of Fuzia, we believe stories like hers inspire millions, showing that women can break boundaries, lead businesses, and revolutionize industries. With over 5 million community members worldwide working to empower women, we proudly feature Cassandra to encourage aspiring entrepreneurs to dream big and take action. After all, we believe in both He for She and She for She.
Tell us about the story behind Crimson Social. What inspired you to start your entrepreneurial journey?
My background is in property. I worked at one of London’s biggest estate agencies, Foxtons, for five years. It was my first job out of university, and from day one, I knew I wanted to do something on my own. But I stayed to learn as much as I could. After traveling for a year, I decided I couldn’t return to corporate life. I started freelancing, mainly in marketing, even though I hadn’t worked in that space before. I began by making videos for clients and reaching out to people. Eventually, I partnered with my now co-founder, who has a background in paid ads, and that’s how Crimson Social was born in August last year. Since then, the business has tripled and even quadrupled in growth.
You didn’t stop there. Tell us more about Ladder and what makes it different.
Ladder came from a conversation between me and my partner about how broken the property search market is. We decided to do something about it. It’s an AI-driven property matching platform designed to make finding a home faster, smarter, and more personalized. Whether you’re renting, buying, or investing, the app tailors property searches based on your needs. We’ve built an MVP and have plans to expand its features, including raising funds this summer to scale the platform.
As a woman entrepreneur, what are your views on women in leadership and the challenges they face?
I try not to focus too much on the difficulties but just get on with it. That said, early in my career, I experienced sexism and inappropriate behavior from men, but I learned to set strong boundaries. As for now, running a tech startup presents its own challenges — only 3% of funding goes to women, and that statistic is always at the back of my mind. Still, I focus on being the best at what I do so that gender isn’t a question anymore.
What has been your biggest challenge as a founder, and what challenges do you face today?
The hardest part has been hiring the right people. When I started, I had zero experience in recruitment. I worked with contractors initially, but it didn’t always work out. It was a lot of trial and error. Only after hiring someone full-time did the business really take off. Even today, building a trustworthy, reliable team is a constant challenge. Getting clients has been surprisingly easier; the real challenge is keeping them happy, which again ties back to having the right people around you.
What short-term goals have you set for 2025?
For Crimson Social, we’re focused on stabilizing after rapid growth. Ideally, we’d like to hit £30,000 in monthly revenue by the end of the year. For Ladder, we’re aiming to raise £0.8 million this summer to take the platform to the next level. Personally, I’m just trying to stay healthy, go to the gym, and survive while juggling two (possibly three) businesses!
What advice would you give to aspiring entrepreneurs, especially women?
My advice is simple — just do it. Start now. There’s never going to be a perfect time or the perfect conditions. I waited for years, but eventually, circumstances forced me to take the leap. You don’t need the full roadmap from A to Z — just start with step A, and you’ll figure it out as you go.
“The journey of a thousand miles begins with a single step. If you want to build something meaningful, start now — there’s never a perfect moment.”
Connect with Cassandra Humbert:
LinkedIn
Crimson Social Website
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