Ethos Farm

What Ethos Farm does

Ethos Farm is a privately held UK-headquartered customer and employee experience (CX/EX) consultancy founded in 2017 by Sally Alington, with co-founders Lauren Walsh (President, Ethos Farm Americas) and Josie Barton (Strategic Advisor, Learning & Capability). The company delivers end-to-end CX/EX transformation across four integrated service lines: CX/EX Consultancy (service vision, target operating model, roadmap), People Solutions (recruiting, training and managing embedded brand-ambassador teams), Learning & Development (CPD-accredited custom training, eLearning, VR/gamified content, the internal Ethos University and externally certified Leader Academy), and Innovation, Data & Insights (a proprietary BI and survey platform applying ML/AI to sentiment, journey mapping and predictive benchmarking).

The technology stack is built in-house by Ethos Farm's Data and IT team and includes an internally developed BI/dashboard interface, a Guest Services App, geo-tagged Survey & Campaign Management tools, Service Audit and Digital Operating Procedure apps, a Facilities & Services Booking App, a Shift Report & Handover App, and accessibility technology (24/7 British Signer link deployed at Westfield). The platform integrates ML, Open Source Data and AI over structured operational data (flight schedules, customer footfall, events) to surface CX/EX insights for client operations.

Ethos Farm monetises through multi-year enterprise B2B contracts spanning professional-services CX consulting, managed people delivery (450+ ambassadors deployed at Heathrow, 150+ at Westfield), custom training programmes and licensing of proprietary data/dashboard technology. It serves blue-chip clients across Aviation (Heathrow, LaGuardia Terminal B, JFK New Terminal One, Aeromexico, LGW), Rail & Transit (Luton DART, Eurostar, Irish Rail), Retail (Westfield London/Stratford City, Harrods, Bacardi), Real Estate (Battersea Power Station, Savills, LGIM) and Cultural Heritage (V&A, AELTC/Wimbledon). The firm operates from London (Hammersmith HQ), New York (Americas regional HQ at Hudson Yards), Mexico City and Riyadh, with three consecutive Sunday Times ST100 rankings and over 20 industry awards signalling a strong-growth profile.

Name

Ethos Farm

Legal name

Ethos Farm

Website

https://ethosfarm.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

251–500 employees

Short description

Ethos Farm is a UK-founded CX/EX consultancy delivering end-to-end customer and employee experience services — strategy, embedded brand ambassadors, learning, and proprietary ML-powered data/insight dashboards — to blue-chip enterprises across aviation, rail, retail, real estate and cultural heritage.

Ownership category

akta.pro rank

Headquarters

HQ city

East Molesey

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. CX/EX Consultancy Services: Strategic consulting engagements delivering customer experience strategy, service vision definition, target operating model design, and CX roadmap development for enterprise clients. Typically structured as project-based or retainer engagements with long sales cycles.
2. People Solutions (Operational Delivery): Recruitment, training, and management of front-line customer service ambassadors and teams embedded within client operations. Deployed at Heathrow (450+ ambassadors), Battersea Power Station, Westfield, Luton DART and JFK. Revenue generated through service contracts, typically multi-year, based on team size and scope of delivery.
3. Learning & Development Solutions: Custom training content, eLearning, leadership programmes, and CPD-accredited learning solutions delivered to client organisations. Includes face-to-face classroom, gamification, VR, simulations, and LMS solutions. Provided to external clients including V&A, AELTC, and internal Ethos Farm University.
4. Data & Technology Solutions: Proprietary data intelligence platform, dashboard reporting, bespoke app development, and technology tools licensed or deployed within client environments. Includes survey management, reporting tools, and accessibility technology solutions.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels6 records

Core offering

Ethos Farm is a customer and employee experience (CX/EX) agency delivering end-to-end transformation programmes for enterprise clients across aviation, retail, rail, real estate, and cultural heritage. Its core offerings span four integrated lines: CX/EX strategic consultancy, People Solutions (recruitment, training and management of front-line brand ambassadors embedded in client sites), Learning & Development (CPD-accredited custom training, eLearning, VR, leadership programmes and Ethos University), and Innovation/Data & Insights (a proprietary BI platform with ML/AI-powered analytics and bespoke operational apps).

Product overview

Ethos Farm is an award-winning customer experience agency offering four integrated service lines: CX/EX Consultancy (defining service vision and strategy), People Solutions (recruiting, training and motivating brand ambassadors), Learning & Development (CPD-accredited custom training including eLearning, VR, gamification, and their proprietary Ethos University), and Innovation/Data & Insights (proprietary data platform, bespoke apps, and AI-powered analytics). The company operates globally with offices in London, New York, and Mexico, serving sectors including Aviation, Rail, Retail, Real Estate, and Cultural Heritage. Their technology products include internally-developed dashboards, guest service apps, booking systems, and operational tools, all underpinned by Machine Learning and AI capabilities for sentiment analysis and predictive insights.

Differentiator

Problem solved

Functional benefit

Products and services

• Customer & Employee Experience (CX/EX) Consultancy Strategic consultancy service defining a service vision and developing end-to-end CX/EX strategies for enterprise organisations. It is designed for clients in aviation, retail, rail, real estate, and cultural heritage seeking to align culture, brand, and front-line delivery with measurable customer experience outcomes.
• People Solutions End-to-end managed people service covering recruitment, training, and motivation of front-line customer service ambassadors, brand ambassadors, sales promoters, and category specialists. Designed for enterprise clients (airports, shopping centres, transit, retail) requiring large-scale embedded teams such as 450+ Service Ambassadors at Heathrow or 150+ at Westfield.
• Learning & Development Solutions CPD-accredited custom training and learning solutions combining digital, classroom, gamification, VR, simulations, and live avatar learning. Includes Leadership and Skills Development programmes, Culture Change initiatives, and eLearning & LMS solutions. Delivered to external clients such as the V&A and AELTC, and internally via Ethos University.
• Innovation, Data & Insights Data and insights service using a proprietary technology platform and internally developed interface to consolidate multiple data sources, applying sector-specific CX knowledge, Machine Learning, and AI to interpret trends, identify actionable insights, and support predictive analysis and continuous improvement. Underpins all other Ethos Farm service lines.
• Data Analysis Platform Proprietary business intelligence platform providing live access to key customer service operations metrics, including satisfaction and sentiment dashboards, data integration from external sources (e.g. flight schedules, customer footfall), and ML/AI-driven insight generation. Deployed within client environments such as LaGuardia Terminal B and Heathrow.
• Guest Services App Bespoke application developed by Ethos Farm's in-house Data and Technology Team supporting guest service bookings, site information, shift reporting, handover, and 24/7 access to a British Sign Language signer for accessibility. Deployed at Westfield and other client sites.
• eLearning & LMS Solutions Digital learning platform and content solutions including custom eLearning modules and an optional Learning Management System to track employee professional development. Delivered to enterprise clients including V&A and AELTC, and includes gamification, VR, simulations, and live avatar learning.

Quantifiable outcome

• 96 NPS for Guest Services at Battersea Power Station
• +9 more outcomes

Named customers15 records

Segments6 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature5 records

Partnerships

15 partnerships are on record, tiered secondary, core and minor.

• British Parking Association (BPA)secondaryTechnology or Integration · 1 January 2025Ethos Farm, as Car Park Operator at Westfield London and Westfield Stratford City, adopted BPA's Park Active initiative to encourage active travel. Both Westfield sites already hold Park Mark accreditation. BPA provides national consistent branding and a practical framework for car park operators.
• JFK New Terminal One (Port Authority of New York and New Jersey)coreStrategic or Co-development Partner · 1 January 2025Ethos Farm Americas appointed September 2025 as Guest Experience Services partner for JFK New Terminal One, a $19B transformation project. Terminal opening 2026 (phase 1 with 14 gates), full completion 2030 (2.6M sq ft, 23 gates). Will manage recruitment, training, and guest experience delivery for one of the world's largest airport terminals.
• Travel Retail Brands in MexicosecondaryChannel Partner/ Reseller/ Distributor · 1 January 2025Ethos Farm Mexico (opened January 2025) is providing People Services to Travel Retail brands across Mexico City and Cancun Airports. Operations led by Juan Manuel Salas Guevara with oversight from Lauren Walsh (President, Ethos Farm Americas) and Betania Hilario.
• Bellrock FMcoreImplementation/ SI/ Consulting Partner · 1 January 2023Joint partnership with Bellrock FM for Luton DART customer experience and facilities management contract. Bellrock handles hard services and facilities management while Ethos Farm delivers customer-facing operations. Both companies work in conjunction with Luton Rising and London Luton Airport.
• Victoria and Albert Museum (V&A)secondaryStrategic or Co-development Partner · 1 January 2023Ethos Farm supported V&A to co-create Visitor Experience Standards and develop a bespoke training programme for front-line visitor teams. Brought together 300+ colleagues, third-party partners and volunteers. Developed V&A Service Standards, interactive training, Train-the-Trainer delivery, and Service Standard Champion peer-to-peer learning. Achieved 97% positive feedback.
• All England Lawn Tennis Association (AELTC) and Queen Elizabeth's Foundation for Disabled People (QEF)secondaryStrategic or Co-development Partner · 1 January 2023Ethos Farm developed an interactive Accessibility Awareness eLearning module for AELTC (Wimbledon), working with QEF. Programme equipped colleagues to assist guests with disabilities, increasing guest satisfaction for disability support by +12%. QEF provided expertise on disabled guest experience for the programme design.
• Supply Chain Sustainability SchoolminorOthers · 1 January 2023Ethos Farm achieved Gold membership in the Supply Chain Sustainability School, gaining access to training and resources on sustainability in supply chain management.
• Doppelmayr Cable CarminorStrategic or Co-development Partner · 1 January 2023Part of the Luton DART operational partnership alongside Luton Rising, Ethos Farm, and Bellrock. Doppelmayr is the cable car technology provider for the Luton DART automated transit system.
• Luton RisingcoreStrategic or Co-development Partner · 1 January 2022Ethos Farm appointed by Luton Rising for operational readiness and customer facing operation of the Luton DART transit system from 2022, opening March 2023. Delivers CX strategy, service standards, staff training, and technology including accessibility support. Achieved 'Excellent' NPS ratings. Shortlisted for National Rail Awards and Global Light Rail Awards 2025. Re-awarded contract March 2025 alongside Bellrock FM and London Luton Airport.
• Bujairi Terrace / Diriyah (Saudi Arabia)secondaryStrategic or Co-development Partner · 1 January 2022Ethos Farm has been working in Saudi Arabia since 2022 on CX Design, Implementation and Training at Bujairi Terrace — the fine dining and leisure space around the UNESCO World Heritage Site of At Turaif, Diriyah. Permanent team based in Riyadh. Growing presence in KSA aviation, retail and hospitality sectors as part of Vision 2030 giga-projects.
• Unibail-Rodamco-Westfield (Westfield)coreStrategic or Co-development Partner · 1 January 2020Ethos Farm and Westfield have been working in partnership since 2020 to elevate CX standards at Westfield London (Europe's largest shopping centre) and Westfield Stratford City (Europe's second largest). Ethos Farm manages over 150 Guest Services, Centre Management Reception & Car Park teams. Deliverables include CX strategy & roadmap, data & technology (Voice of the Customer, bespoke apps, 24/7 British Signer link), Surprise & Delight moments, and CX training. Awarded UKCXA Gold 2023 and Silver 2024.
• ACI (Airports Council International)secondaryTechnology or Integration · 1 January 2020Ethos Farm is an ACI Member and Accredited Training Partner since 2020, providing access to global airport industry standards, benchmarking, and best practice resources.
• Heathrow AirportcoreStrategic or Co-development Partner · 1 January 2019Ethos Farm is a key strategic service partner to Heathrow Airport, deploying over 450 Service Ambassadors across Terminals 2, 3, 4 & 5. Manages customer service at all major passenger touchpoints including Security, Retail & Immigration. Delivers 100% shift coverage and all contract SLAs. Scope has expanded to include Fast Track security and retail operations. Tonia Fielding, Services Director at Heathrow, commended the flexibility and 'can-do' attitude of the team.
• Battersea Power Station Development Company (BPSDC) and SavillscoreStrategic or Co-development Partner · 1 January 2019Ethos Farm appointed in 2019 as trusted customer service partner at Battersea Power Station, working with Savills and BPSDC. Delivers Guest Services for 11.2M visitors (2023), Residential Concierge for 2,000+ residents, and Occupier Reception at 50 Electric Boulevard. Developed People & Placemaking Strategy. Designed and delivers Official Guided Historical Tours. Achieved NPS of 96 and 2024 TripAdvisor Travellers' Choice Award.
• LaGuardia Gateway Partners (Terminal B)coreStrategic or Co-development Partner · 1 January 2019Ethos Farm appointed in 2019 as CX provider for Terminal B at LaGuardia Airport, New York. Delivers CX Consultancy, Target Operating Model, Training solutions, and Data Intelligence Programme. Supports over 1,000 surveys per month with board-level reporting. Contributed to Terminal B being voted World's Best New Airport Terminal 2023 and achieving a 5-star SkyTrax rating — first in North America.

Scale indicators15 records

Recent moves8 records

Expansion highlights7 records

Emerging players

• Engine Service Design: Service-design and customer-experience consultancy shaping service vision and journeys, overlapping with Ethos Farm's consultancy and target-operating-model work.
• C Space: Customer-experience agency and consultancy focused on customer-centric strategy and insight, comparable to Ethos Farm's CX/EX consultancy service line.

Direct peers

• Blackjack Promotions: UK-based experiential staffing and brand-ambassador agency serving airports and travel retail. Directly comparable to Ethos Farm's People Solutions line recruiting and managing front-line customer-facing teams in aviation and retail environments.

Broad incumbents

• Mitie: Large UK facilities-management group with front-of-house, guest-services and reception offerings. Overlaps with Ethos Farm's embedded guest-services delivery but as part of a far broader FM portfolio.
• OCS Group: International facilities-services provider delivering front-of-house and customer-experience services in aviation, retail and real estate, competing for the same guest-services and ambassador contracts.
• ABM Industries: US facilities and aviation-services company providing passenger and guest-experience staffing at airports, comparable to Ethos Farm Americas' JFK/LaGuardia airport delivery.
• Sodexo Live!: Global hospitality and guest-experience operator for venues, airports and destinations, overlapping with Ethos Farm's guest-services and placemaking delivery at high-footfall sites.

Others

• TTEC: Customer-experience consulting and delivery firm combining CX strategy with operational execution; comparable on the CX consultancy dimension though weighted toward contact-center/digital rather than physical venues.
• Medallia: Experience-management data platform capturing customer and employee feedback and sentiment analytics, adjacent to Ethos Farm's proprietary CX data/insights platform.
• Qualtrics: Experience-management software for customer and employee feedback and survey analytics, overlapping with Ethos Farm's Voice-of-the-Customer and survey/dashboard technology.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ethosfarm
• LinkedInuk.linkedin.com/company/ethos-farm-limited
• Instagraminstagram.com/ethos_farm
• Xx.com/ethosfarmuk

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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 Ethos Farm