Trust In Soda

What Trust In Soda does

Trust in SODA is a community-led technology recruitment firm operating as a sub-brand within the Trinnovo Group, founded around 2015 and headquartered in London with additional offices in Dublin, Berlin, Zurich, and Boston. The firm specialises in permanent and contract hiring across five vertical domains: DevOps & Infrastructure, Cloud & Infrastructure, Software Engineering, Data & Analytics, and Go-to-Market, with a distinct overlay of diversity-led sourcing through proprietary communities including Women in DevOps (18,000+ followers, established 2017), SODA Social, Pride in Tech, Ethnicity Speaks, and Ex-Military Careers. Its underlying recruitment technology stack comprises a job board integration layer, CRM, candidate tracking, and compliance management tools supporting operations across the UK, Ireland, Germany, Switzerland, and USA, with SECO and AUG licences enabling compliant labour leasing in the DACH region.

The business delivers revenue through four productised engagement models: SODA Flex (contingent permanent and contract recruitment on pay-as-you-go terms), SODA Max (embedded hiring solutions for complex team and programme scale), SODA Boost (Team-as-a-Service / Statement of Work delivery for complex technology projects), and SODA Energy (director and C-level retained search with psychometric assessment). Pricing is quote-based rather than publicly disclosed. Go-to-market combines direct enterprise sales, regional inside sales, event-led demand generation (80+ proprietary events annually), and channel partnerships with RPO/MSP providers such as Guidant Global. Revenue mechanics rely on success-based placement fees, contract mark-ups on contingent staffing, and retained fees on embedded and executive engagements.

The firm has placed over 2,200 diverse candidates across approximately 500 companies in 17 countries, with named enterprise clients including Aptiv, Capgemini, NatWest Boxed, Bupa, Ford, Deloitte, Arm, Dyson, Delivery Hero, Groupon, HelloFresh, and Lonza. Trust in SODA is B Corp certified, Investors in People Platinum accredited, ISO 27001 certified, and has received 25+ industry awards including the 2024 Recruiter Awards Diversity and Inclusion Service Excellence Award. Leadership comprises Founder & Group CEO Ashley Lawrence, Managing Director Ryan Hill, Director & Co-Founder David Young, DACH Director and Women in DevOps Founder Lauren Langdell, COO Oliver Perry, and Commercial Director Viki Dowthwaite.

Name

Trust In Soda

Legal name

Trust in SODA

Website

https://trustinsoda.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Trust in SODA is a community-led technology recruitment firm (part of Trinnovo Group) specialising in permanent and contract hiring across DevOps, Cloud, Data, Software Engineering, and Go-to-Market in the UK, Ireland, Germany, Switzerland, and USA, serving enterprise clients via four productised engagement models.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Permanent Placement: Contingency or retained search fees for permanent technology hires across Cloud, DevOps, Software Engineering, Data, and Go-to-Market specialisms. Revenue generated through successful placements with typical success-based pricing.
2. Contract/Contingent Staffing: Contract recruitment services placing technology professionals on temporary or project-based assignments. SODA Flex service providing flexible workforce solutions.
3. Embedded Hiring Solutions (SODA Max): Embedded hiring solution where recruitment teams integrate with client operations for complex team and programme scale. Retained engagement model with dedicated resources.
4. Team as a Service (SODA Boost): Statement of Work and team-based delivery for complex technology projects. Provides specialist teams across DevOps, Cloud, Data, Software Engineering, and Go-to-Market without permanent hiring overhead.
5. Executive Search (SODA Energy): Director and C-level hiring supported by deep market intelligence, tailored search methodology, and psychometric assessment. Six-month guarantee with bespoke competitor insight.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

Trust In Soda is a community-led specialist technology recruitment firm that places permanent, contract, and executive technology talent across DevOps, Cloud, Data, Software Engineering, and Go-to-Market disciplines. The firm delivers four core hiring solutions: SODA Flex (contingent permanent and contract recruitment), SODA Max (embedded hiring for complex team scaling), SODA Boost (Team as a Service / Statement of Work delivery), and SODA Energy (C-suite and director-level executive search), serving clients across UK, Ireland, Germany, Switzerland, and the USA.

Product overview

Trust In Soda is a community-led tech recruitment specialist offering a portfolio of hiring solutions. Their core offerings include SODA Max (embedded hiring solution), SODA Boost (Team as a Service), SODA Energy (executive search), and SODA Flex (contingent recruitment), complemented by Advisory services. They specialize across six verticals: Cloud & Infrastructure, Software Engineering, DevOps, Data, Go-to-Market, and Diversity & Inclusion.

Differentiator

Problem solved

Functional benefit

Brands

• SODA Max: Embedded hiring solution for complex team and programme growth, built for scaling technology teams.
• SODA Boost
• SODA Energy
• SODA Flex
• SODA Social
• Women in DevOps

Products and services

• SODA Flex
• SODA Max
• SODA Boost
• SODA Energy
• Advisory Services

Quantifiable outcome

• Time to hire reduced to 14 days (Bupa case study)
• +5 more outcomes

Named customers18 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

13 partnerships are on record, tiered supporting, event partner, key client and strategic partner.

• Action For Race EqualitysupportingOthersCommunity partner championing fairness, challenging race inequality, and pioneering innovative solutions to empower young people through education, employment and enterprise.
• Micro RainbowsupportingOthersCommunity partner creating a world where LGBTQI people are safe, free from discrimination and have equal opportunities including in employment and training.
• Combat StresssupportingOthersUK's leading charity for veterans' mental health, helping former servicemen and women deal with issues like PTSD, anxiety, and depression related to military service.
• Global ButterfliessupportingOthersAward-winning organisation created to bring better awareness to the business sector about benefits of recruiting and training trans and nonbinary people.
• LGBT GreatsupportingOthersOrganization helping workplaces become authentically inclusive for LGBTQ+ people. Current membership stands at over 60 organisations with combined employee population of 500,000+ people worldwide.
• EYevent partnerGTM or Marketing PartnerEvent host and partner for technology and diversity events. Collaborates on thought leadership initiatives.
• AWSevent partnerGTM or Marketing PartnerEvent host and partner for technology events. Supports cloud-focused community initiatives.
• Capgeminikey clientChannel Partner/ Reseller/ DistributorKey recruitment partner with 169 placements. Provides talent solutions across technology and enablement for Capgemini's enterprise clients.
• Deloittekey clientChannel Partner/ Reseller/ Distributor5+ year partnership with Deloitte Ireland. Top-performing agency across tech and finance roles with 57 key hires.
• Guidant Globalstrategic partnerChannel Partner/ Reseller/ DistributorStrategic RPO/MSP partner delivering complex hiring projects. 129 roles placed across 17 of Guidant Global's customers including Dyson, Burberry, Pfizer.
• Googleevent partnerGTM or Marketing PartnerEvent host and partner for technology conferences and community initiatives.
• Microsoftevent partnerGTM or Marketing PartnerEvent host and partner for technology events. Collaborates on cloud and AI-focused initiatives.
• LinkedInevent partnerGTM or Marketing PartnerEvent host and partner for professional networking and recruitment-focused events.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Harvey Nash: UK-headquartered technology and digital recruitment specialist with global operations across the US, EMEA, and Asia-Pacific. Directly comparable to Trust in SODA given its tech-focused permanent and contract placement model serving enterprise clients.
• SThree: Specialist STEM recruitment group operating brands including Computer Futures and Huxley. Closely comparable in tech vertical specialization, multi-region presence (UK, EMEA, US, APAC), and mix of permanent and contract placements.
• Xcede: UK-based specialist tech recruitment firm covering data, engineering, cloud, and DevOps verticals. Strongly comparable to Trust in SODA in niche focus and enterprise client mix.
• Reed Technology: Technology division of Reed, a UK-headquartered generalist recruiter. Comparable in its tech vertical specialization and UK multi-region presence, though part of a larger group.
• Cord: Boutique UK technology recruiter specializing in software, data, and infrastructure roles. Comparable in scale, vertical focus, and enterprise client base.
• Investigo: UK-based specialist recruitment firm with strong technology, change, and finance practices. Comparable in boutique scale and focus on professional and technology placements for enterprise clients.

Broad incumbents

• Hays: Global FTSE-listed recruitment group with broad coverage across technology, finance, and professional services. Comparable as a large-scale incumbent with overlapping tech hiring capability, though not specialized to DevOps/Cloud verticals.
• Robert Half: NYSE-listed global staffing firm with technology, finance, and administrative placement services. Comparable as a broad incumbent with overlapping technology recruitment, though much larger and less specialized.
• PageGroup: FTSE-listed global recruitment group operating Michael Page and Page Personnel brands across multiple disciplines including technology. Comparable as an established incumbent with overlap on tech perm/contract placements.
• LinkedIn Talent Solutions: Platform-led talent acquisition business within LinkedIn (Microsoft). Comparable as a broad incumbent in tech recruitment, particularly competing for sourcing and employer branding spend, though operating at a fundamentally different scale and model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/trustinsodaltd
• LinkedInlinkedin.com/company/trust-in-soda
• Instagraminstagram.com/accounts/login/?next=%2Ftrustinsoda&source=omni_redirect
• Xx.com/Trust_in_soda

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Trust In Soda