Better Business / Member profile
‘There’s so much potential here, but sometimes we hold back for fear of failure’
Olivia Edgar is the co-founder of the local startup Form Fighter AI. The innovative business harnesses the power of generative AI to slash the hours spent on tedious and repetitive paperwork, transforming the way organisations complete forms.
From sharks to software, Olivia has taken an unconventional and inspiring path into business leadership. A former aquarium curator, she made the leap into tech during the pandemic, helping grow a software business alongside her husband. Now at the helm of Form Fighter, she’s using that same drive and adaptability to simplify complex admin processes and create solutions that genuinely help people – both in Bristol and beyond.
Can you describe the career journey that has led you to where you are today?
My career has taken quite a turn – from fish to forms! I started out in conservation, including a role as the aquarium curator at Bristol Zoo, driven by a lifelong passion for marine life, especially sharks.
During the pandemic, the software business my husband and I founded grew rapidly, and with the zoo closing, I stepped into a director role full time. I found that I really enjoyed running a business and working alongside my husband. So, when we had the idea for Form Fighter, it felt like a natural and exciting next step.
Tell us about one (or more) of the people who inspired you along the way?
One of the people who really inspired me is John Partridge, curator of animals, who I had the pleasure of working with at Bristol Zoo. He led with a strong sense of fairness and integrity, and always made time to support others – no matter how busy he was. His depth of knowledge was matched by his calm, thoughtful approach to managing people. Watching how he led teams with both kindness and confidence had a lasting impact on me and shaped how I try to operate in business today.
Are there any memorable challenges you have faced along the way?
One memorable challenge was making the leap from a senior role in conservation to running a business in tech. It was a big shift, but I quickly realised how many of my skills were transferable – leadership, people management, listening, and problem-solving all came with me. The biggest hurdle was learning a whole new language – sometimes quite literally. I remember thinking I was finally getting to grips with things, as I’d heard someone mention ‘pandas’… and it turned out they weren’t talking about animals anymore.
What is the most important thing for you to focus on in business?
For me, the most important focus in business is helping people. That means solving real problems and making things easier, more accessible, and more efficient for everyone. Whether it’s removing barriers or simplifying processes, I believe business should be about creating solutions that genuinely improve people’s lives.
If you had one piece of advice to offer people aspiring to your role, what would it be?
My advice would be to say yes to opportunities – even the ones that feel outside your comfort zone. You never know where they might lead or what you’ll learn along the way. Some of the most rewarding parts of my journey came from simply being open to trying something, and backing myself to figure it out.
Form Fighter AI was founded by husband-and-wife duo Matt and Olivia Edgar
If you could change one thing about your sector, or Bristol as a whole, what would it be?
If I could change one thing, it would be encouraging a mindset that fully embraces ambitious growth – both in Bristol and in the UK. There’s so much potential here, but sometimes we hold back for fear of failure. I’d love to see more support for global thinking and a culture that sees failure as part of innovation, not something to avoid.
What are your aspirations for the future (personally and for Bristol)?
Looking ahead, I’d love to see Form Fighter thrive across a range of sectors, helping organisations simplify their admin processes and make their work more accessible. On a wider level, I’m excited by the potential for Bristol to establish itself as a true Tech for Good capital – leading the way in ethical, impactful innovation. I’d also love to see the city grow as a hub for forward-thinking businesses that are not only ambitious but also driven by purpose.
All photos: Form Fighter AI
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