'90% of startups fail, but there’s no ecosystem for failure'

If you’ve ever built a startup, you’ll know that feeling in your gut when you see it come to life for the first time. The thrill of a logo draft. That first user who signs up. The late nights fixing bugs, chasing funding, shipping features, living off caffeine and ambition. It’s the spark that keeps you going when every sane person would have quit.

But then, for so many founders, there’s the part that nobody talks about enough. Things start slowing down. The traction plateaus. Markets shift, funding dries up, your burn rate looks uglier every month. You find yourself staring at spreadsheets at 2am, wondering how the thing you fought so hard to build is slipping through your fingers.

This is the reality for most startups. You wouldn’t know it from TechCrunch headlines, but it’s true. 90% of startups fail. Yet there’s no ecosystem for failure. There’s no clear path when things stop going to plan. There’s plenty of advisors ready to jump onboard when you’re on a rocket ship, but when things start going wrong, most founders feel completely alone.

No one wants to think about insolvency or winding down when they’re building. But the truth is, most startups don’t implode in a blaze of debt and bailiffs. They’re often solvent when they realise they need to shut down. They’re rich in IP, product, or talent, but running out of runway, investor goodwill, or just the energy to keep pushing.

The old-school insolvency world was built for traditional businesses: retail stores, factories with stock and tangible assets, big creditor lists. Not software, not early-stage IP, not brand goodwill. Walk straight into an insolvency practitioner’s office, and for many founders, you’re walking into a value-destructive process. 

Landing exists to fix that gap. We want to be the A-team you call when you know things have to change, but before you’re out of options. It’s simple. If there’s a chance to save the business, we’ll help you restructure, cut costs, buy time, and reset. If you want to walk away, we’ll run an accelerated sale, position what you’ve built, and help you find the right home for it, maybe even put some cash in your pocket. And if you need to close, we’ll make sure it’s done properly: no loose ends, no nasty surprises, no shame, just a clean, responsible exit that protects your reputation, your investors, and your peace of mind.

If we do this right, we’ll save more startups and make the inevitable failures less brutal so founders can move on faster and build again. Just remember you’re not in this alone and if you ever find yourself staring down that runway, wondering how much you have left, we’re here to talk.