Mashly
A networking application designed by women for women.
Theme: Promoting women entrepreneurship in digital
Phase and Stage: DIGITAL – Upskilling / reskilling
Action: Networking
Beneficiaries: Private companies; Public institutions; Women only
Users: Policy makers; Education providers; Training providers; Private companies; Researchers and experts; NGOs/Society
Mashly was conceived with a strong gender-centred vision: to contribute to more inclusive, equitable, and supportive professional environments, especially for women in tech, digital innovation, entrepreneurship, and STEM-related sectors. The initiative recognises that women and other underrepresented groups often face structural barriers in accessing strategic networks, visibility, and opportunities for collaboration.
In this context, Mashly aims to redesign networking as an intentional, accessible, and empowering experience.Its key objective is to foster meaningful professional connections based on participants’ interests, preferences, and geolocation, while helping event organisers create safer, more inclusive, and diversity-oriented networking ecosystems. The practice aligns with wider European priorities in gender equality, digital inclusion, innovation, and community-building.
THE CHALLENGE
The main challenge Mashly addresses is that traditional networking spaces are often inefficient and not equally accessible to all participants. At professional events, many attendees struggle to identify relevant people to connect with, start conversations, or transform attendance into concrete professional opportunities.
These difficulties are even more pronounced for women and underrepresented groups, who may encounter gender bias, lower visibility, exclusion from informal circles, or networking cultures that do not feel welcoming or safe.
THE SOLUTION
Mashly addresses this challenge through a smart networking application that makes professional connections more intentional, relevant, and inclusive.
The platform matches participants based on their interests, preferences, and real-time location within an event, helping them identify relevant people and encouraging meaningful interactions.
What makes Mashly a best practice is its explicit gender-centred and inclusion-oriented approach. Rather than simply increasing the number of contacts, the solution focuses on improving the quality, accessibility, and diversity of networking opportunities. It is designed to reduce common barriers that affect women and underrepresented participants, such as uncertainty about how to approach others, limited visibility, and limited access to strategic connections.
OUTCOME
As Mashly is currently in its pilot phase, initial implementations have provided interesting early insights:
- Preliminary findings from pilot events indicate greater engagement in networking activities than in traditional formats; and
- Participants used the app to explore profiles, identify relevant contacts, and initiate conversations more proactively.
KEY TAKEAWAYS
The pilot implementation of Mashly has generated several early lessons.
- Inclusive networking does not happen organically: it requires intentional design;
- User onboarding is critical. As the app introduces a new way of networking, clear instructions and facilitation during the event significantly influence adoption and active use; and
- Simplicity and usability are key in pilot stages. Users are more likely to engage with the platform when the interface is intuitive, and the value proposition is immediately clear.
