Ellie Baker is the Founder & CEO of Ember. Her fascination with why relationships work started early: her parents divorced when she was twelve, not from one rupture but years of quietly drifting apart. She studied psychology at Oxford and spent years as a couples coach working with clients in "the messy middle" - not in crisis, just trying to stay close through the realities of a long relationship. In 2025, now a mother of two, she co-founded Ember with carwow founder James Hind, raising pre-seed funding from investors behind carwow, Runna and Cleo. Couples wait six years on average after noticing a problem before getting help. Ember is an ever-adapting engine for a relationship: it notices what needs attention and turns that into conversations that bring two people back together.