A care-experienced woman who left school with no qualifications has built an identity card business that’s helping thousands of people access essential services, and she’s now the only woman of Caribbean heritage in the UK licensed to sell PASS-accredited proof of age and ID cards.
Dannii Hadaway spent six years managing a club and working in nightlife before launching IDGO Ltd, a proof of age and identity service designed to help people who struggle to access traditional forms of ID.
“IDGO came from lived experience and seeing how many people get held back from everyday essential services because they don’t have the right ID, or even for nightlife, where people are carrying valuable documents like a passport just to get into a club or buy a drink,” the founder told Founder Insights.
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“I’ve seen and experienced it personally, and I’ve watched people around me struggle with it too.
“Something so simple can stop you from getting a job, opening a bank account, accessing education or housing.
“It keeps people stuck, and it’s a barrier that shouldn’t exist.”
Growing up in foster care and children’s homes, Dannii didn’t always have the documents she needed.
She said: “I wanted to create something affordable, accessible and recognised, so people have a safe alternative to use, and so those with valuable documents aren’t forced to carry passports or driving licences everywhere and risk losing them or facing identity fraud.
“That’s where IDGO started.”
The business, which has been running for six years, now offers ACCS-accredited and PASS-licenced physical ID cards accepted across the UK.
Dannii is developing the UK’s first dual-sided smartcard, combining photo ID and a prepaid contactless card in one.
The service targets care leavers, prison leavers, people experiencing homelessness or mental health challenges, young people, and anyone who struggles to access essential services without traditional photo ID.
More than 400,000 passports are reported lost or stolen every year, with almost half reported by people under 30.
Before launching IDGO, Dannii worked in live events, music, award shows and comedy, and also worked for Love to Rave magazine.
“Not only did I get to interview up-and-coming artists, DJs and club owners across London, but part of the job involved going out clubbing and writing reviews of the venues,” she said.
“This was before the height of social media influencers.
“My friends loved coming out with me because we were always treated well; everyone wanted a good review in the magazine!”
But working in nightlife highlighted a persistent problem.
Dannii said: “NO ID, NO ENTRY.
“We’ve all seen it on signs, on flyers, on ticket confirmations.
“We’ve all seen people arguing with bouncers because they’re being refused entry without ID.
“I’ve been there myself, and so have my friends.
“Between us we’ve lost passports or driving licences on nights out more times than I can count.”
The turning point came when she helped someone close to her who couldn’t access housing or employment simply because they didn’t have photo ID.
“Everything they needed was behind one locked door, and that door only opened if you already had ID,” Dannii said.
“It made me realise how unfair and circular the system is.
“You need ID to get stability, but you need stability to keep ID.”
She added: “The real spark was the moment I stopped assuming ‘this is just how things are’ and started asking, ‘Why isn’t there a simpler, safer and more affordable alternative?’
“That’s when IDGO became more than an idea, it became something I knew I had to build.”
Building the business took eight years of securing licences, passing audits, joining accelerator programmes, applying for grants, pitching to investors, and finding the right partners.
“Coming from foster care, leaving school with no qualifications, and not having anyone around me who’d built a company, especially an ID card company before, meant I was learning everything from scratch,” Dannii said.
“There were moments where I questioned myself, moments where funding fell through, and moments where life was happening at the same time I was trying to build a business as a single mum.”
She added: “What helped me overcome it was consistency, resilience, and asking for help when I needed it.
“Over time, I built a support network of founders, mentors, advisors and industry professionals who believed in the mission just as much as I did.”
Early customers found IDGO organically after the website launched.
“We launched the first phase of our website and the standard IDGO card with very limited marketing, so seeing organic applications come in from people across the UK was amazing,” Dannii said.
“It showed us that the demand was already there; people have been waiting for an affordable and accessible alternative to traditional proof of age and identity.”
The business also surveyed youth offenders and adults at Chelmsford Prison, building connections with probation teams and the New Futures Network.
Dannii said: “Those conversations really highlighted how much prison leavers struggle without ID, and how something as simple as a low-cost recognised card could remove a huge barrier during resettlement.”
Organisations began reaching out independently after seeing how their service users were being held back by lack of ID.
The milestone Dannii is most proud of is becoming the only woman of Caribbean heritage in the UK to hold a licence to sell PASS-accredited proof of age and ID cards.
“For me, it’s bigger than a business achievement – it’s proof that anything is possible with consistency, belief and the courage to keep going, even when you’re entering an industry you weren’t ‘expected’ to be part of,” she said.
“It shows my children, and anyone from a challenging background, that your start in life doesn’t limit your potential.
“You can build something meaningful, step into spaces where nobody looks like you, and still make an impact.”
One of her biggest sources of support has been CFO Andrea L Richards.
“Since the day we met, she has believed in me every step of the way,” Dannii said.
“She’s shown up to events where I was pitching, supported me behind the scenes when my personal life was going through hard times, and constantly reminded me to believe in myself.”
She also credits her first mentor, Jean-Marc Jefferson, who helped her build the foundations of the business.
“He helped me build the foundations, from shaping my business plan to coming with me to meetings so I would be taken seriously in the industry,” Dannii said.
“Over time, I learned how to step into being a businesswoman, not just someone with an idea.”
Looking ahead, IDGO is focused on fundraising to launch the UK’s first dual-sided proof of age, identity and contactless prepaid card with mobile app.
“The demand is there, but we need the right investment to scale the technology, complete development and bring this next phase to life for the people who need it most,” Dannii said.
Her mission is to inspire her sons and show care leavers and people from challenging backgrounds that anything is possible.
“You don’t need funding to start,” she said.
“You don’t need a network.
“You don’t need everyone to believe in your vision straight away.
“And you definitely don’t need perfect qualifications.
“You just need to believe in yourself and keep going.”
She added: “Like my youngest son told me today, ‘Practice makes progress, Mum.’
“That’s what keeps me moving forward.”
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