Judging Innovation at the Intersection of Academia and Impact

Alex Money wears many hats: academic, entrepreneur, advisor, and now, judge for the Sustainable Times RISE Awards, which spotlight high-potential sustainability startups. Known for his work in sustainability and water innovation, Money brings a rare blend of rigorous academic insight and practical startup experience. 

Speaking with him offers a glimpse into the kind of cross-sector fluency that’s increasingly needed in addressing global challenges like climate change. It also shines a light on how academia can help for-purpose startups to turn business ideas and theories into revenue-generating practice.

Creating space for sustainable ideas 

Since January Money has been Founder in Residence at The University of Oxford. “We wanted to increase the opportunity for people to develop ideas, work with others, figure out how to move them from something in their mind to something they could actually develop either as a venture or as something they may want to do in their work,” he explains. 

Money describes the role as a "capacity-building exercise," which includes everything from small grants and knowledge exchange initiatives to immersive field trips where students test ideas on the ground. A central goal, he says, is “trying to improve the predictability and probability of success, particularly of for-purpose ventures that have an emphasis on sustainability”.

Money has evolved his position at Oxford University from delivering tutorials to a more expansive, impact-oriented role, designed to explore how the ideas discussed within academic circles can make their way into the real world. Central to his approach is a belief that ideas aimed at advancing the United Nations Sustainable Development Goals (SDGs) must be grounded in reality. For Money, meaningful progress requires an honest reckoning with the conditions on the ground. Without that, even the most well-intentioned ideas risk remaining just that.

Universities in the 21st Century

In today’s shifting landscape, universities are having to reimagine their roles. “Universities need to reconsider what their comparative advantage is in the 21st century, particularly on things like sustainability and purpose, ” Money argues.  Against a backdrop of rising tuition costs, the transformative power of digital technology, and a job market shaped by AI, institutions like Oxford are creating new frameworks to support early-stage innovation. 

This includes incubating ideas through small grants, field-testing concepts in real-world settings, and nurturing for-purpose ventures through startup accelerators and impact-driven initiatives. “By building capacity, not only for academic success, but for entrepreneurial execution, universities are bridging the gap between intellectual inquiry and real-world action, especially in areas like sustainability where cross-sector collaboration is critical," he says.

In 2023, Oxford achieved a remarkable milestone, having launched 300 companies, half of which were created in the last decade. These ventures have collectively raised £6 billion in investment and generated 9,000 jobs. Matt Perkins, CEO of Oxford University Innovation, said, “Our goal is to support the development of innovative ideas from the University into impactful businesses that benefit society. This milestone is a testament to the dedication of our academics, the hard work of our team, and the strength of the Oxford innovation ecosystem”. 

It also breeds  continued growth, with Oxford Science Enterprises, an independent investment company supporting University of Oxford spinouts, significantly increasing its funding from an average of £125 million per year to £880 million annually.

But Money admits there is no magic formula, “It’s somewhere in there, in that sort of warm and fuzzy mix that there is an opportunity,” he says. “But we're kind of figuring it out, right? I don't think there's a playbook yet.”

Academia and startups

Money bridges academia and entrepreneurship, as the founder of Watermarq. The company is tackling the global undervaluation of water by developing high-resolution, basin-specific data tools that reveal its true economic and social worth. His prior background in finance evolved into a desire to tackle “addressable problems that could materially change something important.” But, he admits, “I wouldn’t pretend that it’s been a straight line.”

By moving beyond volumetric metrics, the company creates dynamic, contextual shadow water prices that help governments, investors, and water managers make smarter, more equitable decisions. Their work supports more strategic investment in water security. They have a multitude of different supporters including the World Food Programme, InnovateUK, Creative Destruction Lab, and European Space Agency amongst others. 

He works on this alongside his part time academic teaching. Money is a strong advocate of the power of academic rigour, arguing that universities offer valuable time and space for critical thinking. “It’s important to be across a whole broader set of issues that don't drive your day to day, but are really important strategically as you think about the evolution of what you're trying to build”. 

What makes a startup stand out?

Building on his experiences Money is supporting the RISE awards by applying his own unique lens to the start ups list. 

He intends to evaluate the startups based on the value proposition and the capacity to execute. “The value proposition needs to be understandable. On top of that you need a reasonable sense of confidence that whoever's proposing this idea has a way to deliver”.

For Money, the most promising ventures are those that strike a balance between ambition and execution, ventures that understand the problem they’re solving and have a credible path toward real-world impact.

If you're a founder seeking to elevate your startup’s profile, the RISE Awards are your stage. Submit your entry today.

Sustainable Times RISE Awards

6 November 2025 at 18:30 – 7 November 2025 at 01:00London

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