What Intelling does

Intelling is a UK-headquartered customer management business that operates a vertically integrated platform combining lead generation, B2B data supply, and end-to-end customer experience outsourcing. Founded in 2012 by Phil Morgan in Manchester, the company owns and continuously validates one of only five comprehensive UK B2B market files in the country, covering approximately 6 million records with 5,000 daily updates, and serves FTSE 100 blue-chip clients across telecoms (notably O2 Telefonica via a Convergys BPO partnership running 500 frontline agents across three sites) and automotive (Ford Motor Company, more than $100m over three years). The product portfolio is structured around three pillars — Lead Generation (multi-channel telemarketing, email, and direct mail with stated 97% data accuracy), Data & Analytics (data supply, enhancement, licensing, propensity scoring), and Customer Solutions (AI-augmented acquisition, management and retention modules) — delivered through wholly-owned contact centres in the UK (Manchester, Belfast, Preston), South Africa (Durban, via Synergy), and India (Kolkata).

The company makes money primarily through bespoke managed-service contracts with enterprise clients, supplemented by transactional email marketing (CPM, CPL, or CPA pricing) and wholesale data licensing to brokers, resellers, directory services, and high-volume marketing users. GTM is enterprise field sales targeting FTSE 100 buyers, supported by free data audits and thought-leadership content marketing. In July 2024, Startek — a global customer experience management company — acquired a controlling interest in Intelling, with the founding management team (Phil Morgan, Steve Taylor, Craig Winnard) retaining their stake and continuing to lead the business, positioning Intelling as Startek's UK platform for AI-powered, omnichannel customer journey management.

Operationally, Intelling combines a proprietary data asset, a multi-region delivery footprint, and applied AI (chatbots, predictive analytics, propensity scoring, agent-assist recommendation engines) to differentiate from generic BPO competitors. Stated annual revenue is £21.75m as disclosed by the founder/CEO, and the company is FCA-authorised under FRN 816418 for its consumer credit activities.

Name

Intelling

Legal name

Intelling Group Limited

Website

https://intelling.co.uk

Company type

Private

Founded year

2012

Operating status

Acquired

Headcount range

51–100 employees

Short description

Intelling is a UK-based customer management business that provides lead generation, B2B data supply, and AI-augmented customer experience outsourcing to FTSE 100 blue-chip clients across telecoms, automotive, and other sectors, operating contact centres in the UK, South Africa, and India under Startek ownership.

Ownership category

akta.pro rank

Product category

Customer Experience Outsourcing & B2B Data Services

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Other Scientific and Technical Consulting Services (54169)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Processing & Data Preparation (7374)

akta.pro primary industry

Data Quality, Monitoring & Observability (uptime, latency, reconciliation) (FSAGACAL)

akta.pro secondary industry

Open Banking, Account Aggregation & Payment Initiation APIs (BPAMAFAJ)

Keywords

• Customer experience outsourcing
• B2B lead generation
• Data licensing services
• Contact centre services
• Customer lifecycle management

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Lead Generation Services: Providing high-quality leads via multi-channel approach including telemarketing campaigns, trackable email ventures, and direct mail communications.
2. Data Supply & Licensing: Wholesale licensing opportunities to license full UK Business Universe for applications including directory enquiries, satellite navigation, mapping, data brokers and resellers, and high volume marketing activity.
3. Email Marketing: Email marketing services typically working on CPM (cost per thousand) model, with some cases using CPL or CPA. Services include campaign delivery, in-depth reporting and pre & post-campaign analysis.
4. Customer Solutions: Bespoke customer acquisition, management and retention solutions for blue-chip clients including complete end-to-end services or specific points of customer journey support.
5. Data Analysis & Scoring: Match existing customer records to UK Business Universe and score prospects by their highest propensity to purchase products and services.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Intelling is a customer management business that delivers end-to-end customer lifecycle services to enterprise clients, spanning multi-channel lead generation, owned B2B data supply and analytics, and bespoke customer acquisition, management and retention solutions. Services are delivered through wholly-owned contact centres across the UK, South Africa and India, supported by a proprietary data file of nearly 6 million UK B2B records and an AI-enabled omnichannel customer platform.

Product overview

Intelling is a customer management business that operates as a platform combining lead generation, data & analytics, and customer solutions. The core offering includes Lead Generation (multi-channel telemarketing, email, and direct mail with 97% accuracy), Data & Analytics (owning one of only five UK B2B market files with nearly 6 million records), and Customer Solutions (spanning acquisition, management, and retention). Supporting sub-products include Data Supply, Data Enhancement, Free Data Audit, Email Marketing, Data Licensing, and Data Analysis. Customer Solutions comprises three integrated modules: Customer Acquisition (digital-first journey), Customer Management (AI-powered omnichannel), and Customer Retention (predictive analytics). The company was acquired by Startek in 2024 and operates across UK, South Africa, and India delivery locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Lead Generation Multi-channel lead generation service delivering high-quality, high-converting leads via telemarketing campaigns, trackable email ventures and direct mail communications, with accuracy rates consistently around 97%. Targeted at B2B businesses seeking new customers.
• Data & Analytics Comprehensive B2B data and analytics offering built on Intelling's owned and validated UK B2B market file of nearly 6 million records with 100+ selection fields. Provides data supply, enhancement, analysis and licensing services to UK businesses.
• Customer Solutions Bespoke end-to-end customer experience solution covering customer acquisition, management and retention for blue-chip enterprise clients. Leverages an AI-powered omnichannel platform, process automation, predictive analytics, video support and expert agents to deliver seamless customer journeys from awareness to loyalty.

Quantifiable outcome

• 97% accuracy rates in lead generation data
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability7 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• StartekcoreStrategic or Co-development Partner · 1 July 2024In July 2024, Startek, a global leader in customer experience management solutions, acquired a controlling interest in Intelling. This strategic move bolsters Startek's footprint in the UK market and expands its service portfolio. Intelling's expertise in customer acquisition and retention complements Startek's existing capabilities in customer care. Intelling founder Phil Morgan continues to lead the business supported by senior colleagues Steve Taylor and Craig Winnard, with the management team retaining their stake.
• BDO LLPminorOthersBDO LLP acted as financial advisor to Intelling during the Startek acquisition transaction.
• Beyond CorporateminorOthersBeyond Corporate advised Intelling on legal matters during the Startek acquisition.
• Simmons & SimmonsminorOthersSimmons & Simmons advised Intelling on legal matters during the Startek acquisition.
• Quillon PartnersminorOthersQuillon Partners advised Startek on the acquisition transaction.
• SynergyminorStrategic or Co-development PartnerSynergy is Intelling's operational partner in South Africa (Durban). Employees travel to work alongside Synergy teams, attending quarterly awards nights and celebrating the growth and success of the partnership. Intelling staff have been able to help train Synergy agents and establish strong working relationships.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• TaskUs: Digital outsourcing provider specialising in customer experience, content moderation, and AI-enabled sales/retention services. Comparable in its mid-market outsourcing positioning, digital-first delivery approach, and overlap in telco and consumer end-markets.
• Foundever (formerly Sitel Group): Global CX and contact-centre outsourcing provider serving enterprise clients across telecommunications, retail and automotive — verticals that overlap heavily with Intelling's O2 Telefonica and Ford relationships. Closely aligned delivery model and customer mix.
• Teleperformance: One of the world's largest outsourced customer experience management providers, with omnichannel contact-centre operations across multiple continents. Highly comparable business model to Intelling's BPO arm, including AI-enabled customer service and analytics-led retention.
• Concentrix: Global customer experience and BPO operator formed via the merger of Concentrix and Convergys (where Intelling's Commercial Director Craig Winnard previously led the O2 Telefonica account). Directly comparable in BPO scale, omnichannel delivery, and enterprise client mix.
• WNS Holdings: Business process management company with strong analytics, data, and lead-generation capabilities serving industries such as telecommunications and retail. Comparable to Intelling in combining BPO delivery with proprietary data and propensity-led targeting services.
• DGM Group: UK-based B2B lead generation, data, and marketing services company. Closely comparable to Intelling on the lead-generation and UK B2B data licensing side of the business, with overlapping customer bases and channels (telemarketing, email, direct mail).
• TTEC Holdings: US-listed CX technology and services company combining AI-enabled customer experience with managed contact-centre delivery. Comparable in its blending of proprietary technology (TTEC Digital) with outsourced service delivery, similar to Intelling's tech-plus-BPO model.

Broad incumbents

• Genpact: Global professional services and BPO firm with a strong analytics and AI-led customer operations practice. Comparable in offering enterprise-scale customer management supported by data and AI, though broader in scope than Intelling's UK-focused B2B model.
• Arvato (Bertelsmann): Global BPO and customer experience provider with significant UK operations serving enterprise clients in telecommunications, retail, and financial services. Comparable in delivering omnichannel customer management at scale with data-led targeting capabilities.

Regional players

• Capita: UK-listed business process outsourcing and professional services company operating across customer management, data, and government services. Most directly comparable UK-headquartered peer to Intelling in scale, geography, and broad BPO/customer service delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Intelling_Ltd
• Facebookfacebook.com/IntellingLtd
• LinkedInlinkedin.com/company/intelling-ltd
• Instagraminstagram.com/intellingltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Intelling