Keytree helps Modern Muse create businesswomen of the future

The Modern Muse charity is helping girls and young women from all backgrounds harness their aspirations, providing them with the best possible preparation for entering the world of work. The platform showcases female role models, known as Muses who provide girls with an insider’s view of their day-to-day work lives with the companies they work for, their responsibilities, career paths and educational journeys.

Originally founded by Everywoman Ltd in 2010, Modern Muse launched in response to one central concern – that girls were not getting access to a diverse range of role models and in turn are unaware of the wealth of career opportunities available to them. It began as a book featuring Muses who spoke in schools, offered experience opportunities, internships, career advice and guidance, but during the years that followed, it became evident that a technology-based solution was required to enable Modern Muse to realise its ambition of inspiring millions of girls.


We are delighted with the partnership and support provided by BP and Keytree in developing this first phase of Modern Muse. We’re confident that Modern Muse will inspire and impart knowledge to help every girl embark on her career journey in the belief she can achieve anything she sets her mind to, regardless of her background.

Laleh Nassiry-Mahjour – Trustee at Modern Muse

Reaching out on a global basis

In 2016, BP, in partnership with Keytree, stepped in to be the technology leads for the development of the Modern Muse platform. The initial goal was to ensure the registration of students and Muses was easy and straight-forward. The first challenge was to decide on how to capture information and create user profiles – without asking Muses and students to give up two or three hours to complete forms.

Keytree also provided User Experience expertise in the design of the application, which incorporated several key features such as a Q&A component that offers tick box and drop down menu options alongside an interactive map letting users pinpoint where they live or have lived. By taking this approach, the system can collate information and present profiles, which can be shown in a range of visual formats and display a timeline for each Muse showing qualifications gained, their career path, work history and their job likes and dislikes. The website automatically cross-references information on students and Muses to find suitable matches.

Muses are women from all walks of life – diverse in age, experience, academic ability, and socio-economic background and share a vision to show every girl, everywhere that an interesting, challenging and rewarding career is within her grasp.

To ensure Child Protection guidelines are adhered to, the portal allows users to post questions but there is no one-to-one communication between Muses’ and users or sharing of personal information – with all registered users having access to what is being said at all times.

Laleh Nassiry-Mahjour, Trustee, Modern Muse explained that the portal is designed to provide time-efficient, bite-sized volunteering opportunity with a significant impact. She added: “We are delighted with the partnership and support provided by BP and Keytree in developing this first phase of Modern Muse. We’re confident that Modern Muse will inspire and impart knowledge to help every girl embark on her career journey in the belief she can achieve anything she sets her mind to, regardless of her background.”

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Launched and ready to go

By the end of 2016, there were over 1,000 registered Muses with full profiles. The site also profiles partnering corporate organisations who offer work experience and career opportunities, but it’s vital that parents and schools have full access to the valuable career guidance on diverse opportunities across subjects, sectors and industries.

Speaking at the launch in March 2017, Karen Gill MBE and Maxine Benson MBE, the co-founders of Everywoman Ltd and Modern Muse said: “After 17 years of working with women of all ages, from all social and educational backgrounds, we recognise that every working woman needs a role model they can relate to. The rich variety of experiences profiled on Modern Muse will give girls the tools to make that important first step in their career and ensure parents and teachers know what is required to get them there. We’d like to see every girl more informed, inspired, connected, empowered to achieve the career of her dreams. Modern Muse’s vision is to change lives through knowledge; by being the hub for career inspiration and advice.”

To find out more about the programme visit Modern Muse