AN ONLINE motivational tool developed and built in the North-East has received a funding injection.

Stick At It, from Darlington-based entrepreneur Diane Morris, has received an investment from the Finance for Business North East Angel Fund.

The fund is managed by Rivers Capital Partners, who were advised on the deal by law firm Ward Hadaway, which has offices in Newcastle.

Ms Morris says Stick At It is designed for people looking to achieve health and fitness goals, acting as a motivational tool.

She said: “I have been into motivational training for some time.

“However, I found in the times when people were away from their coaches or sessions, they tended to lapse into old habits. There was a missing piece in the jigsaw because you can’t be there for someone all the time.

“Stick At It plugs that gap by acting as a 24-hour virtual motivational coach.” She said she will use the funding to roll out the online site nationwide.

Imogen Holland, Ward Hadaway corporate partner, added: “In common with a number of other investments from the fund we have advised on, Stick At It uses technology in an innovative way and targets a sector with a lot of growth potential.”