Joanna Jensen appointed new Chair of the EIS Association

The Enterprise Investment Scheme Association (EISA) is delighted to announce the appointment of Joanna Jensen as its new Chair. Joanna has extensive experience as one of Britain’s most successful founders as well as an active investor in startups. Joanna’s important work will be key to supporting entrepreneurs across the UK by raising awareness of the Enterprise Investment Scheme (EIS) and Seed Enterprise Investment Scheme (SEIS).

Joanna Jensen is the founder of the British multi-award winning, baby and child personal care brand, Childs Farm. Created in 2010 as a solution to her own daughter’s sensitive and eczema-prone skin, the brand was launched into mainstream retailers Boots and Waitrose in 2014 and became the number one brand in the baby and child segment in 2019 disrupting and reducing the market share of other more established brands, for example Johnson’s Baby reduced from 32% to 15%.

In March 2022, Jensen sold Childs Farm for £36.8million to PZ Cussons Plc, the personal care company and owner of well-known brands Imperial Leather, St. Tropez and Carex. Whilst still involved in the business she is also now an investor in 11 brands.


The EIS and the SEIS are responsible for £32 billion of investment into more than 56,000 UK startups. They are the leading schemes of their kind globally and play a fundamental role in attracting talent to the UK, ensuring startups have access to crucial investment, driving innovation, creating jobs and fuelling growth across the whole of the UK. The EIS Association is the trade body for the EIS ecosystem, representing more than 400 entrepreneurs, advisers and investors.

Welcoming Joanna, Christiana Stewart-Lockhart, Director General of the EIS Association, shared: “We are thrilled to have Joanna Jensen join us as the new Chair. Her entrepreneurial success and firsthand experience with the SEIS and EIS as both an entrepreneur and investor make her an invaluable asset to the Association. Joanna’s passion for supporting founders and her dedication to promoting these schemes will undoubtedly enhance our efforts to drive innovation and investment across the UK.”

Joanna’s appointment comes at a pivotal time as the EIS celebrates its 30th anniversary this year, with a key focus on raising awareness about the benefits and opportunities provided by the EIS and SEIS.


Joanna Jensen says, “I’ve experienced SEIS & EIS as a business founder and as an investor and believe that this investment mechanism is the most powerful instrument for SME growth and entrepreneurialism in the UK. I want to use my role as Chair to increase awareness of EIS within the SME communities, and to ensure that it remains a core part of Britain’s small business investment armoury.”

In her new role, Joanna will further EISA’s commitment to promoting innovation and expanding awareness of EIS and SEIS among UK entrepreneurs and investors. She actively invests through the SEIS and EIS, recognising their critical role in nurturing entrepreneurship and innovation across the UK.

The EIS Association extends its heartfelt gratitude to the outgoing Chair, Lord Flight, who stood down at the end of last year after 18 years of dedication and service. The Association looks forward to building on his important work under Joanna’s leadership.


About the EIS Association:

The Enterprise Investment Scheme Association (EISA) is the official trade body for the EIS ecosystem, representing more than 400 entrepreneurs, advisers and investors. The EIS Association is dedicated to supporting Small and Medium-sized Enterprises (SMEs) in obtaining vital funding to drive innovation and economic growth.

For more information about the EIS Association visit


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