EnableAll is an ecommerce accessibility platform that helps Shopify brands meet WCAG, ADA, and EAA compliance requirements while improving SEO and conversion. Pulse 2.0 interviewed EnableAll CEO Imogen Wethered to learn more.
Imogen Wethered’s Background
When asked about her background, Wethered shared:
My path here started a bit earlier than most first-time founders. At 23, I went to a hackathon where I met my cofounder, and we came up with the idea for Qudini, a queue-management and appointment-booking platform for physical retail. Telefonica backed us early through its Wayra accelerator, and over the next decade we grew Qudini into a global platform used by retailers and service organizations to improve the in-store experience. We sold the business to Verint, a leading customer experience software provider, and I stayed on through the transition before moving into strategic advisor and investor work in 2024.
After my second child was born, a headhunter approached me about becoming CEO of EnableAll. The company was in the process of pivoting from a retail-focused business into a software platform focused on accessibility and digital inclusion, and the mission resonated immediately. It combined everything I cared about from my Qudini years, customer experience and strong structural demand drivers, with the chance to build something that makes a real difference in people’s lives.
The Idea Behind the Company and Her Role
When asked how the idea for the company came together and about her primary responsibilities, Wethered described:
EnableAll was founded by disability advocate Mike Adams OBE within CareTech Group, and shaped from the outset by lived experience of disability. The idea came from a straightforward but underserved problem: ecommerce has become the default way people shop, yet most Shopify stores are inaccessible to a huge share of the population. Around 1 in 4 people live with some form of disability, and when they hit barriers online, 71% will regularly abandon their journey.
My role as CEO is to bring that mission to market, building the product, the team, and the go-to-market motion that turns EnableAll from an idea into a platform live on thousands of storefronts.
Favorite Memory
When asking about a favorite memory, Wethered reflected:
It has to be launching our app on the Shopify App Store. That was a major milestone for the team because it meant ecommerce businesses could finally make their sites more accessible in a few clicks, no developer required.
Soon after, we started building out our first case studies, and the results were incredibly encouraging. One retailer, Trend Tonic, improved their conversion rate by 46% simply by making their site more accessible.
For a long time, the idea that accessibility drives growth was largely theoretical. Seeing it translate directly into measurable business results, not just for us but for the merchants trusting us with their storefronts, was an incredible moment for the whole team.
Core Products and Features
When asked about the company’s core products and features, Wethered detailed:
EnableAll is built around five things. Code-Fix repairs accessibility issues directly in a merchant’s CMS: alt text, ARIA attributes, form labels, skip links, heading structure, keyboard navigation, without touching the underlying theme code.
The Assist-Bar is an optional customer-facing toolbar with 40-plus features covering WCAG A, AA, and many AAA requirements, including sign language translation, simplified text, and screen masking.
Our AI Alt Text Engine is trained specifically on ecommerce data, so it writes product-aware image descriptions straight into the CMS, which helps SEO as well as accessibility.
Our soon-to-launch Auto-Audit continuously scans a store for new accessibility gaps as themes and products change.
Finally, our Expert Services team handles the parts automation can’t: manual testing, full audits, VPATs, and litigation support. We built all of this for Shopify from day one, and we’re extending it to custom and headless CMS sites too.
Challenges Faced
When asked about challenges in the sector and how EnableAll has addressed them, Wethered noted:
The biggest challenge is that WCAG itself is genuinely hard to implement. It has 78 requirements that are confusing, costly, and time-consuming for most ecommerce businesses to work through on their own, and most don’t have the time, money, or expertise to do it properly.
On top of that, a lot of the existing accessibility tools are JavaScript overlays that paint over problems rather than fixing them, which has left plenty of merchants with a false sense of security and, in some cases, real legal exposure.
We built Code-Fix specifically to get around that: it repairs the underlying code rather than masking it at render time, so the fixes hold up under a real audit or real assistive-technology use.
But we’re also honest that no automated tool can guarantee full compliance, which is why we pair the software with Expert Services for the situations that genuinely need a human. Being upfront about what automation can and can’t do has, if anything, built more trust with merchants than overselling would have.
Evolution of the Company’s Technology
When asked how the company’s technology has evolved since launching, Wethered explained:
We started as a business that was pivoting away from a retail-focused product into accessibility software, and the early priority was proving the Code-Fix approach could work natively within Shopify’s theme architecture rather than being adapted from a generic web tool.
From there we layered on the Assist-Bar, then the AI Alt Text Engine once we had enough ecommerce data to train it properly, and then Auto-Audit for continuous monitoring.
We’ve also added capabilities unique to us like sign language translation through our partnership with Signapse, which is now one of the most-used features in the Assist-Bar. We have deaf ambassador and TV personality Tasha Ghouri’s resort wear brand, ASHA, as a client.
Everything we’ve added has been shaped by feedback from accessibility experts and real assistive-technology users, in keeping with the principle we build around: “nothing about us without us.”
Significant Milestones
When asked about some of the company’s most significant milestones, Wethered cited:
A few stand out: opening our beta waitlist in September 2025; launching on the Shopify App Store; and building out a set of case studies that prove the business case for accessibility with real data, including Trend Tonic’s 46% conversion increase, Antler’s accessibility users converting at 3 to 6 times the site average, and Oakley Home & Gifts cutting WCAG errors by 79% with over 152,000 accessibility interactions in the first two months.
We’ve also formed partnerships that matter to us, with Signapse for sign language translation and with Purple Tuesday, the global movement for improving the disabled customer experience, whose expertise directly shapes how we design and test the product.
Customer Success Stories
When asked to share specific customer success stories, Wethered highlighted:
Trend Tonic is a great example. Founder Kerry Clayton installed EnableAll and saw a 46% increase in conversion rate without any site slowdown.
Oakley Home & Gifts achieved a 79% reduction in WCAG errors and recorded more than 152,000 customer interactions with accessibility features in just two months.
Dewey Clothing’s founder, Chamiah Dewey, told us EnableAll took a huge amount of pressure off her team while giving them an SEO uplift through our AI-generated alt text.
And Antler’s data shows accessibility users converting at 3 to 6 times the rate of their general customer base.
What I find most rewarding is when founders with lived experience of disability choose us after testing other tools, like the founder of an adaptive fashion brand who selected EnableAll specifically because it let her build the most accessible experience for the customers she serves.
Funding and Revenue Metrics
When asked about funding and revenue metrics, Wethered revealed:
EnableAll isn’t a typical venture-backed startup. We operate as part of CareTech Group, a multinational care and support organization with operations across the UK, the UAE, and Saudi Arabia, so we’re built on that corporate backing rather than a traditional funding round.
Total Addressable Market
When discussing the total addressable market EnableAll is pursuing, Wethered assessed:
The starting point is that roughly 1 in 4 people live with some form of disability, and ecommerce has become the default channel for retail globally.
On top of that base of demand, we now have real regulatory tailwinds: the European Accessibility Act came into force in June 2025 and applies to any business shipping into the EU or Northern Ireland, the ADA is already highly litigious in the US, and the UK Equality Act requires WCAG-compliant websites.
That means nearly every online retailer is a potential customer, not because of a niche compliance requirement, but because of a legal obligation and a genuine growth opportunity.
Differentiation From the Competition
When asked what differentiates EnableAll from its competition, Wethered emphasized:
Most accessibility tools on the market are JavaScript overlays, widgets that sit on top of a site and paint over problems at the surface level. EnableAll’s Code-Fix repairs issues directly in the CMS, which means the fixes survive a real audit rather than just looking compliant.
Our AI is trained specifically on ecommerce data, not generic web content, so it drives conversion as well as compliance.
We price on 12-month average sessions rather than peak traffic, so seasonal spikes never trigger surprise charges, and every feature, including sign language translation, is included on every plan rather than gated behind higher tiers.
We’re also honest about what automation can and can’t do, which is more than some competitors can say; a few have faced legal challenges for overstating what their tools deliver.
And EnableAll was founded and built by people with disabilities working alongside ecommerce and accessibility experts, which shapes every decision we make. That’s not a marketing line for us, it’s the actual product principle: nothing about us without us.
Future Company Goals
When discussing the company’s future goals, Wethered said:
We want to keep proving that accessibility is a growth lever, not just a compliance cost, and to keep building the data set of case studies that makes that case undeniable.
On the product side, we’re extending beyond Shopify into custom-built and headless CMS sites, and we’re developing filtering by support type so customers can find the specific accessibility features that help them fastest.
And we’ll keep investing in Expert Services, because as more countries introduce accessibility legislation, more merchants are going to need both the software and the human expertise to demonstrate real compliance.
Additional Thoughts
When invited to discuss another topic, Wethered concluded:
Just that inclusivity isn’t only the right thing to do, there’s a genuine business case for it too. About 5.5% of people have a severe visual impairment and rely on screen readers, and roughly 10% can’t easily use a mouse and depend on keyboard navigation.
Most businesses have no idea they’re losing both revenue and loyalty from these customers every day, customers that they’ve already won, customers that may have been loyal for YEARS, but now have motor skills issues or visual impediments.
When a brand makes accessibility a priority, it doesn’t just serve people with disabilities directly, it signals something to their friends, families, and wider community too.
That’s the shift we’re trying to help merchants make: from seeing accessibility as a legal box to tick, to seeing it as customers they’ve been unable to reach until now.
