Behind every small business is a story that rarely makes it onto social media.
At Tide, sharing those stories is part of how we support the community of small business owners who rely on us every day. Through member spotlights, we highlight the real journeys behind the businesses on our platform, from early challenges to the milestones that follow.
For International Women’s Day this year, the theme Give to Gain focuses on the power of creating opportunities for others, a concept that naturally connects to the stories we tell about founders.
We spoke with Krishna Maisuria, our Content & Social Media Manager UK, who works closely on Tide’s social storytelling, about what it means to represent those journeys authentically, what people don’t see behind the scenes, and why this work matters to her personally.
Hi Krishna, what felt important to get right when shaping Tide’s International Women’s Day campaign around the theme “Give to Gain”?
We wanted to do justice to this year’s Give to Gain theme and make sure our content genuinely reflected it. Telling our members’ stories is a big part of what we do at Tide, so highlighting some of them for International Women’s Day felt like the natural thing to do.
When you work on these member spotlights, what do you feel responsible for?
I feel responsible for showcasing our member stories in the right way. I feel like we owe it to them to shine a light on their businesses and the journeys they’ve been on, highlighting the wins, the struggles, the challenges. Showing the reality of what it's like running a business day-to-day.
A lot of what it’s like to run a business gets glamourised on social media, so it’s always nice to show the real authentic side to running a small business and building it from scratch. It’s great we get to do that with our Tide members.
What do you give most when working on these stories that people usually don’t see?
The initial conversations with our members and the back-and-forth that happens afterwards is something people usually don’t see. There’s also a lot of coordination with different stakeholders across the business to move the content forward.
Social media is often misunderstood as an easy job, but it’s really about storytelling and finding the right way to communicate something so it resonates with the audience you’re speaking to.
Why is it important for Tide to take the time to tell SMEs' stories properly?
Our members are at the heart of everything we do, and we understand how isolating running a small business can sometimes feel.
Sharing these stories helps founders feel less alone. They can learn from each other, support each other, and see that other people are facing similar challenges. That storytelling aspect also builds a sense of community and connection between Tide and our members.
What’s most rewarding when you see how members respond to these stories?
It’s always really heartwarming to see our members engage with the content and thank us for sharing their story on our platform.
It feels like we’re using our social channels in the best possible way by highlighting great stories and giving them visibility.
How do these conversations with members shape how we understand their challenges and improve how Tide supports them?
They give us real insight into what members experience day-to-day, week to week, and month to month. You hear directly about the struggles and the wins, and about how Tide has helped them grow their business.
Having those genuine conversations helps us spot potential challenges and think about how we can support our members better. It’s part of constantly improving and evolving as we grow.
On a personal level, why does working on this matter to you?
Growing up, I was surrounded by my dad running his own business and working day in and day out.
In my parents’ and grandparents’ generation, it was very rare for women to run businesses themselves. Usually the men worked and provided, while the women stayed home and looked after the household.
That’s why celebrating International Women’s Day feels meaningful to me. We get to highlight female founders who have built their businesses from the ground up. In industries that can still be male dominated, it’s empowering and inspiring to see so many women starting their own businesses today.
What do you hope people take away from this year’s International Women's Day campaign?
I hope people see that when individuals and organisations give generously, opportunities for women increase and women thrive.
About Tide:
Launched in 2017, Tide is the leading business management platform in the UK. Tide helps small businesses save time and money by not only offering business accounts and related admin services, but also a comprehensive set of highly usable and connected administrative solutions from invoicing to accounting and adjacent commercial services such as web-site building
Tide has nearly 800,000 SME members in the UK (14% market share) and more than 1 million SMEs in India. Tide launched in Germany in May 2024 and France in September 2025.
Tide has also been recognised with the Great Place to Work certification three years in a row. Tide has been funded by Anthemis, the Apax Digital Funds, Augmentum Fintech, Creandum, Salica Investments, Latitude, LocalGlobe, SBI Group, Speedinvest and TPG, amongst others. It employs more than 2,500 Tideans worldwide. Tide’s long-term ambition is to be the leading business management platform globally.
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