Adam Norris x Blue Earth

Adam Norris is no stranger to the world of entrepreneurship. After a career that saw him turn an idea into a billion-pound company, Adam is now channelling his expertise and passion into a new challenge: revolutionising urban mobility with Pure Electric. In this interview with Guy Hayler, Adam shares the highs and lows of building a business, the tough lessons learned from his fundraising experiences, and his bold vision for a cleaner, more connected future.

From Pensions to Purpose

Before founding Pure Electric, Adam Norris had already made his mark as a trailblazer in the pensions industry. His early success with Hargreaves Lansdown came from a relentless drive to innovate. Adam saw a future where pensions could be sold online—a radical idea at the time. Despite over a hundred rejections, he stayed the course. And it paid off, leading to a public listing and a business worth £800 million.

But Adam’s journey didn’t end there. After a decade spent focusing on his son Lando Norris’ racing career, Adam felt the itch to dive back into entrepreneurship. Only this time, it wasn’t just about building a successful business—it was about creating a lasting impact on the planet. And so, Pure Electric was born, with a mission to decarbonise urban transport and provide a practical solution to the growing pollution crisis in cities worldwide.

The Birth of Pure Electric: A New Vision for Urban Travel

Pure Electric wasn’t conceived in the boardroom, but on the streets. Adam observed the congestion, the pollution, and the daily inefficiencies plaguing urban mobility. As someone always driven by solutions, Adam saw electric scooters as the answer—a quick, affordable, and clean mode of transport that could slash emissions and reshape how cities move.

“Cities are choking on traffic, and public transport alone can’t solve the problem,” Adam explains. “I wanted to offer something that would not only be more efficient but also more sustainable.”

Pure Electric set out to make e-scooters as ubiquitous as bicycles, a future Adam believes is closer than we think. “Scooters are the perfect tool to get around cities. They’re cheap, they’re fast, and they don’t pollute. It’s a no-brainer,” he says with a conviction that’s contagious. But like any new idea, it wasn’t without its challenges.

Navigating the Roadblocks: The Early Struggles

Building Pure Electric wasn’t all smooth sailing. “If I hadn’t had the experience with Hargreaves Lansdown, I’m not sure I’d have stuck it out,” Adam admits. Early on, the UK’s cautious approach to scooter legislation was a major roadblock. While countries like France, Spain, and the U.S. embraced scooter mobility, the UK lagged behind, leaving Pure Electric to focus on international markets.

But for Adam, this wasn’t a failure. It was an opportunity. He pivoted the business, expanding into countries where electric scooters were already taking off. Japan, Australia, and cities across Europe welcomed the scooters with open arms. “Being nimble is key. You can’t get too attached to one market. It’s about finding where the appetite is and running with it,” Adam explains.

This agility has become one of Pure Electric’s greatest strengths. Despite the hurdles, the company is thriving, with a presence in multiple global markets and a growing reputation for innovation. “We’re in this for the long haul,” Adam says. “And the UK will catch up. When it does, we’ll be ready.”

Fundraising: A Strategic Game

When it comes to fundraising, Adam has taken a thoughtful, patient approach. Initially, he chose to self-fund much of the business, not out of necessity, but out of choice. His experience as an angel investor left him disillusioned with the traditional angel route. “I wanted to invest in something I believed in, something with a purpose,” he says.

But as Pure Electric began to scale, Adam realised the need for outside investment, not just for capital, but for expertise and connections. Rather than turning to institutional investors, he sought out high-net-worth individuals who aligned with his vision—people like leaders from Bang & Olufsen and Hilton.

“It’s not just about money, it’s about building a network of people who care about what you’re doing,” Adam says. By involving these strategic partners, Adam was able to build more than just a business—he built a community.

In addition, Adam turned to his community. Pure Electric’s crowdfunding campaign wasn’t just about raising money, it was about building brand ambassadors. “Having hundreds of people invested in your success gives you feedback, it keeps you sharp,” he says. Crowdfunding allowed Pure Electric to tap into the power of the crowd, bringing in small investors who are just as passionate about the company’s mission.

## The Bigger Picture: A Global Vision for Impact

For Adam, Pure Electric is about creating lasting change. “We’re in the early stages of a massive shift in how people move through cities. If we can make scooters as common as cars, we’re not only cutting emissions, we’re changing how people think about transportation.”

And it’s not just city dwellers who stand to benefit. Adam’s vision extends to rural areas, where he believes e-scooters can offer a more affordable and eco-friendly alternative to traditional transport. “This is a global problem, and we need global solutions,” he says.

Looking ahead, Adam plans to take Pure Electric public. “I’m building something sustainable here, something that doesn’t rely on me day-to-day,” Adam explains. His focus now is on scaling the company while maintaining its core values. “I want to leave behind a company that makes the world a better place,” he adds.

Lessons in Resilience and Purpose

Adam Norris’s story is one of resilience, purpose, and unwavering belief in the power of innovation to drive change. From his early days revolutionising pensions to his current mission to decarbonise cities, Adam’s journey is a masterclass in entrepreneurship.

His approach to fundraising, combining self-investment with strategic partners and the power of the crowd, offers lessons for any entrepreneur looking to build a purpose-driven business. And with Pure Electric, Adam’s building a movement, one that has the potential to reshape how we think about urban transport and sustainability.

As Adam puts it, “We have to be bold. The future isn’t going to wait for us. We need to build it now.” And with Pure Electric, Adam Norris is doing just that.