Thinking Ahead Institute

What Thinking Ahead Institute does

The Thinking Ahead Institute is a not-for-profit research and innovation network for the institutional investment industry, launched in October 2014 as an outgrowth of Towers Watson's Thinking Ahead Group (established 2002 by Roger Urwin and Tim Hodgson) and now operating under Willis Towers Watson (NASDAQ: TW). Its core proposition is collaborative research and thought leadership addressing investment industry short-termism, portfolio construction inefficiency, and inadequate retirement outcomes for end savers. The Institute's intellectual property centres on the Total Portfolio Approach (TPA) methodology, the 3D Investing Framework, and a suite of proprietary toolkits including an AI-enabled Organisational SWOT Dashboard, a Culture Assessment Dashboard, and a Benchmarking Tool for asset owner best practices. Content is organised into seven research hubs spanning TPA, Global Defined Contribution, Wealth, Systems Thinking, Org Alpha & Governance, Technology and AI, and Sustainability, delivered through research papers, the Investing for Tomorrow podcast, the Memo member newsletter, and global events.

The Institute serves asset owners (pension funds, sovereign wealth funds, superannuation funds), asset managers, wealth providers, and strategic partners, with a stated network of 150+ investment organisations across 100+ countries collectively responsible for over US$10 trillion in assets. The business model is membership-based and subscription-recurring: members pay annual fees for exclusive access to research, the Member Hub, private 1-2-1 leadership sessions, working groups, and proprietary toolkits; non-members can access certain projects and training programs for a fee, while public research, the Grapevine newsletter, and the podcast function as top-of-funnel acquisition channels. Willis Towers Watson provides institutional backing, global reach, and integration with its investment consulting practice, while day-to-day research and operations are led by co-founder Tim Hodgson (Head of Research) and Director of Research Jess Gao.

Name

Thinking Ahead Institute

Legal name

Thinking Ahead Institute

Website

https://thinkingaheadinstitute.org

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

The Thinking Ahead Institute is a not-for-profit research and innovation network serving institutional investors, including pension funds, sovereign wealth funds, and asset managers, with proprietary methodologies such as Total Portfolio Approach and benchmarking toolkits distributed via membership and global events.

Ownership category

akta.pro rank

Product category

Investment Research & Advisory

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394), Other Financial Investment Activities (5239)

SIC

Investment Advice (6282), Services-Engineering, Accounting, Research, Management (8700), Services-Management Consulting Services (8742)

akta.pro primary industry

Think Tanks, Policy Research & Public Policy Institutes (BPAGAFAO)

akta.pro secondary industries

Finance & Investment Conferences (MPAGAGAG), Innovation & Design Thinking Programs (EDAMAHAD)

Keywords

• Investment research network
• Portfolio management research
• Institutional investment insights
• Asset owner consulting
• Investment industry research

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership fees: The Institute operates as a not-for-profit, jointly supported by Towers Watson and paying members. Asset owners, asset managers, wealth providers and strategic partners pay membership fees to access exclusive research, private sessions, and events.
2. Project fees (non-members): Some projects are included in Institute membership but are available to non-members for a fee.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Thinking Ahead Institute is a not-for-profit global research and innovation network that produces investment research, proprietary toolkits, events, training, and tailored consulting projects for institutional investors. It sells access through a membership model aimed at asset owners, asset managers, wealth providers, and strategic partners, with non-members able to purchase certain projects and content. Its core research is organized around seven hubs: Total Portfolio Approach, Global Defined Contribution, Wealth, Systems Thinking, Org Alpha & Governance, Technology and AI, and Sustainability.

Product overview

Thinking Ahead Institute is a not-for-profit research and innovation network offering a unified platform of knowledge products and services for the investment industry. The core offering consists of research papers and publications covering investment topics (total portfolio approach, defined contribution, wealth, systems thinking, governance, technology/AI, and sustainability), complemented by the Investing for Tomorrow podcast series. Members receive access to proprietary toolkits (SWOT dashboard, culture assessment, benchmarking tools), participate in tailored 1-2-1 project sessions and consulting workshops, and attend global events and symposia. Non-members can subscribe to the Grapevine newsletter, while members receive the monthly Ahead of the Curve newsletter. Training programs are also available.

Differentiator

Problem solved

Functional benefit

Products and services

• Research Papers and Publications Seminal research papers, insights, and global studies on investment topics including total portfolio approach, defined contribution, wealth management, systems thinking, governance, sustainability, and technology/AI. Aimed at institutional investors and accessible publicly with additional member-only research.
• Investing for Tomorrow Podcast Podcast series featuring industry experts discussing investment themes and pressing issues, including episodes on wealth management, climate risk, DC pensions, and technology. Distributed publicly as a top-of-funnel thought leadership channel.
• Member Newsletters (Memo / Ahead of the Curve) Monthly members-only newsletter (Memo / Ahead of the Curve) providing the latest research and events to members as part of the membership benefit package.
• Grapevine Newsletter Quarterly public newsletter for friends of the Institute, sharing latest insights, events, and opportunities. Available to anyone via subscription.
• Events and Symposia Global events year-round, both virtual and in-person, featuring expert speakers for members and the public, including DC peer study symposiums and research activities.
• Projects (1-2-1 Sessions) Tailored private engagement sessions including structured leadership sessions, consulting projects and workshops, covering strategic insights, organizational governance, culture, effectiveness, and sustainability topics. Some projects included in membership; others available to non-members for a fee.
• Training Programs Training programs and educational offerings for members of the Institute, covering topics such as Total Portfolio Approach and systems thinking.
• Proprietary Toolkits Proprietary tools including the Organisational SWOT Dashboard, Culture Assessment Dashboard, Benchmarking Tool, and TPA Best Practice Checklist for exclusive member use to assess organizational effectiveness, culture, and best practices.

Quantifiable outcome

• Over US$10 trillion in assets collectively managed by member network
• +2 more outcomes

Named customers53 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

26 partnerships are on record, tiered core and strategic.

• WTW (Willis Towers Watson)coreStrategic or Co-development PartnerThe Thinking Ahead Institute is jointly supported by WTW (formerly Towers Watson) and paying members. WTW provides institutional backing, global reach, and integration with investment consulting practice. The Institute evolved from WTW's Thinking Ahead Group established in 2002.
• LifeSightstrategicStrategic or Co-development PartnerLifeSight (WTW's master trust) collaborates with the Institute on research, including the Global DC Peer Study 2025 conducted in collaboration with LifeSight and Aware Super.
• Aware SuperstrategicStrategic or Co-development PartnerAustralian superannuation fund Aware Super collaborated on the Global DC Peer Study 2025 alongside LifeSight and the Institute.
• CAIA AssociationstrategicStrategic or Co-development PartnerCAIA Association collaborates on content, including podcast episodes such as 'Inside Middle East mega funds' featuring CAIA Association.
• IIGCC (Institutional Investors Group on Climate Change)strategicStrategic or Co-development PartnerIIGCC is listed as a network/organization the Institute has worked with, indicating collaboration on climate and sustainability topics.
• Santa Fe InstitutestrategicStrategic or Co-development PartnerThe Institute has held business network meetings with the Santa Fe Institute, indicating collaboration on complexity science and systems thinking in investment.
• Aegon Asset ManagementcoreStrategic or Co-development PartnerMember of the Thinking Ahead Institute network with combined assets representing significant industry influence.
• Affiliated Managers Group InccoreStrategic or Co-development PartnerMember of the Thinking Ahead Institute network with combined assets representing significant industry influence.
• AMP CapitalcoreStrategic or Co-development PartnerMember of the Thinking Ahead Institute network with combined assets representing significant industry influence.
• AXA Investment ManagerscoreStrategic or Co-development PartnerMember of the Thinking Ahead Institute network with combined assets representing significant industry influence.
• Amundi Asset ManagementcoreStrategic or Co-development PartnerMember of the Thinking Ahead Institute network with combined assets representing significant industry influence.
• BNP Paribas Investment PartnerscoreStrategic or Co-development PartnerMember of the Thinking Ahead Institute network with combined assets representing significant industry influence.
• Commonwealth Bank Group SupercoreStrategic or Co-development PartnerMember of the Thinking Ahead Institute network with combined assets representing significant industry influence.
• Coronation Fund ManagerscoreStrategic or Co-development PartnerMember of the Thinking Ahead Institute network with combined assets representing significant industry influence.
• Dimensional Fund AdvisorscoreStrategic or Co-development PartnerMember of the Thinking Ahead Institute network with combined assets representing significant industry influence.
• First State Investments / Colonial First State Global Asset ManagementcoreStrategic or Co-development PartnerMember of the Thinking Ahead Institute network with combined assets representing significant industry influence.
• Future FundcoreStrategic or Co-development PartnerMember of the Thinking Ahead Institute network with combined assets representing significant industry influence.
• Global Thematic Partners LLCcoreStrategic or Co-development PartnerMember of the Thinking Ahead Institute network with combined assets representing significant industry influence.
• Janus Capital GroupcoreStrategic or Co-development PartnerMember of the Thinking Ahead Institute network with combined assets representing significant industry influence.
• Lansdowne PartnerscoreStrategic or Co-development PartnerMember of the Thinking Ahead Institute network with combined assets representing significant industry influence.
• QICcoreStrategic or Co-development PartnerMember of the Thinking Ahead Institute network with combined assets representing significant industry influence.
• QSupercoreStrategic or Co-development PartnerMember of the Thinking Ahead Institute network with combined assets representing significant industry influence.
• Railpen InvestmentscoreStrategic or Co-development PartnerMember of the Thinking Ahead Institute network with combined assets representing significant industry influence.
• SchroderscoreStrategic or Co-development PartnerMember of the Thinking Ahead Institute network with combined assets representing significant industry influence.
• T. Rowe Price InternationalcoreStrategic or Co-development PartnerMember of the Thinking Ahead Institute network with combined assets representing significant industry influence.
• Wellington ManagementcoreStrategic or Co-development PartnerMember of the Thinking Ahead Institute network with combined assets representing significant industry influence.

Scale indicators5 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• CFA Institute: Global, not-for-profit association for investment professionals delivering research, education, credentialing, and advocacy. Highly comparable: member-based, thought leadership on stewardship and ethics, deep institutional engagement model.
• CAIA Association: Specialist global not-for-profit education body for alternative investments. Directly comparable: not-for-profit, network-driven, content and research-led engagement with institutional investors (and a listed TAI partner).
• Principles for Responsible Investment (PRI): UN-supported network of institutional signatories committed to responsible investment. Directly comparable: collaborative research, working groups, member-led agenda on stewardship and sustainability — TAI's core thematic territory.
• IIGCC (Institutional Investors Group on Climate Change): Investor collaborative focused on climate change and net-zero investing. TAI lists IIGCC as a network collaborator; comparable member-based advocacy body driving institutional climate strategy and disclosure.

Emerging players

• Climate Action 100+: Investor coalition engaging with corporate boards on climate. Overlaps with TAI's stewardship and sustainability research agendas and competes for membership budgets among the same institutional investor segment.
• Generation Investment Management: Sustainable investment manager founded on long-term thesis. Adjacent to TAI's sustainability and stewardship agenda and a useful comparison for institutional sustainability research depth.

Broad incumbents

• Investment Company Institute (ICI): US trade association for regulated funds. Broader, more regulatory-focused incumbent — partially overlapping on long-termism, retirement outcomes, and stewardship but with a US-centric policy and lobbying emphasis.
• SIFMA: US securities industry trade association. Incumbent in market-structure and policy advocacy; broader scope than TAI but serves overlapping buy-side and sell-side institutional members.
• BlackRock Investment Institute: Proprietary research and macro strategy unit of BlackRock, the largest asset manager. Comparable in producing institutional investment thought leadership (long-term themes, geopolitics, sustainability), though in-house rather than consortium-based.
• Willis Towers Watson (Investment business): Parent and strategic sponsor of TAI with one of the world's largest investment consulting practices. Strongly comparable (and partially co-located) on institutional asset-owner advisory, asset allocation research, and governance frameworks.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TAInstitute_
• Facebookfacebook.com/thinkingaheadinstitute
• LinkedInlinkedin.com/company/thinking-ahead-institute

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Thinking Ahead Institute