Product Update

Is Autosafe Still in Business? (2026 Update)

Is Autosafe from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Autosafe today.

Dragons' Den IndexUpdated 3 April 20266 min read

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Autosafe pitched a seat belt height adjuster for children in series 3 of Dragons' Den, asking for 100,000 pounds for half the business. This is one of the tidier outcomes in this batch: the company that came out of that pitch is still on the official company register as active.

The short answer

Yes, based on current UK company records, Autosafe Limited is still registered and active. The product itself, the seat belt height adjuster, also continues to turn up for sale from third-party retailers, which is a further sign of ongoing life for the brand.

The pitch

Autosafe appeared in series 3, episode 7, in the Automotive category. The product was created by car safety expert Peter Sesay, a father of five, and was designed to fix a genuinely common problem: seat belts that sit uncomfortably on a child's neck or shoulder because the belt was designed around adult proportions. The device straps onto the seat and reroutes the belt to sit comfortably across the child's body instead. The founders asked for 100,000 pounds for a 50 percent stake.

Peter Jones and Duncan Bannatyne both backed the pitch, drawn in by a genuinely practical safety product with hard testing credentials behind it. It was crash-tested to European safety standard ECE44/03 and verified by the Vehicle Certification Agency, which gave the Dragons more concrete proof of safety than most consumer product pitches ever bring into the Den.

Coming from a father of five with direct, personal experience of the problem he was solving, the pitch also had the kind of authentic founder story that tends to land well with both Dragons and viewers, a genuine practical frustration turned into a certified, testable product rather than a purely commercial idea dreamed up from a market gap.

What happened after the show

The device continued to be marketed as a genuine child safety product in the years that followed, distinct from a cheaper seat belt pad or clip, because of that crash-test certification. Retailers continued stocking it well beyond the initial broadcast, including specialist car safety sellers.

Companies House records for Autosafe Limited, registered in Newport, show the company's status as active, which is about as close to a clean bill of health as public records can offer for a small manufacturer like this.

Why this one held up

A lot of Dragons' Den products from this era struggled to survive because they were solving a problem that was more novelty than necessity. Autosafe had the opposite problem to solve. Parents genuinely worry about seat belt fit for children, and a product with real crash-test data behind it has a durability edge that flashier gadgets rarely get.

That combination, an obvious ongoing need plus credible safety testing, is a reasonable explanation for why the underlying company has stayed on the books as active long after its television moment.

What the ongoing market looks like

Seat belt height adjusters, sometimes sold as belt guides or comfort clips, remain a recognised small category within car safety accessories, sitting alongside booster seats and harness pads as products aimed at making standard adult-designed seat belts work better for shorter passengers. Specialist retailers such as Safety Belt Services continue to stock this style of product today, which suggests the underlying demand Autosafe identified back in series 3 never really went away.

The fact that the device required formal crash testing and certification, rather than being a purely cosmetic comfort accessory, also set a higher bar for anyone trying to copy it cheaply, which likely helped protect the original product's position in the market for longer than a simpler foam pad competitor would have managed. Parents shopping for child car safety products also tend to research and compare more carefully than they would for a low-stakes household gadget, which rewards a brand with genuine, verifiable testing credentials over one relying purely on marketing claims.

Our honest verdict

Autosafe is one of the more straightforward yes answers in this set. The company remains active on the UK register, and the seat belt height adjuster it pitched on Dragons' Den has continued to be sold by third-party retailers well beyond its original broadcast, backed by genuine crash-test credentials that have helped it hold its ground in a small but persistent category.

Where to buy Autosafe

Still selling as of 3 April 2026. Check today's price and availability.

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See the full Autosafe deal breakdown and term sheet →