The Storey Group

What The Storey Group does

The Storey Group is a Dubai-based HR advisory and consulting firm operating under the legal entity The Storey Group DWC LLC, with a secondary office in London and disclosed operations in 14+ countries. Founded in 2016 and employing between 11 and 50 people, the firm delivers three primary service lines: People Advisory (leadership development, culture design, performance management, and organizational transformation consulting); Employee Engagement (reselling and implementing third-party platforms including Vantage Circle, WeThrive People Technology, and TASTAHEL/Brownie Points); and the One Billion Trees Planting Initiative (OBTI), a global tree-planting campaign operated in partnership with EcoMatcher's blockchain-enabled tracking platform and a network of NGO planting partners.

OBTI represents a distinct sustainability offering from the HR consulting core, generating transaction-fee revenue at a published rate of USD $10 per tree with 14-day payment terms, and is integrated into e-commerce flows via WooCommerce and Shopify. The Storey Group generates revenue through three streams: professional services consulting (quote-based engagements), platform resale and managed services (acting as regional implementation partner for HR technology vendors), and tree-planting transactions. Its go-to-market is sales-led and consultative, targeting "purpose-driven organizations" with named enterprise clients including Microsoft, DP World, IFZA, Procter & Gamble, and Tetra Pak.

The firm holds no proprietary technology, patents, or trademarks; all technology components are sourced through partnerships. Karen Storey serves as CEO and founder, with Cameron Simpkins as Operations Director. The company is privately held with no disclosed external investors, no funding rounds on record, and no public revenue disclosure.

Name

The Storey Group

Legal name

The Storey Group Limited

Website

https://thestoreygroup.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

The Storey Group is a Dubai-based HR advisory firm (11–50 employees) offering leadership consulting, employee engagement platform reselling, and the One Billion Trees Planting Initiative, serving enterprise clients including Microsoft, DP World, P&G, and Tetra Pak.

Ownership category

akta.pro rank

Product category

Management Consulting

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Corporate Foundations & CSR Grantmaking (BPAGAKAC)

akta.pro secondary industries

Corporate Team-Building & Offsite Services (HSACADAF), Community Foundations (BPAGAKAB)

Keywords

• HR consulting services
• Employee engagement solutions
• Organizational change management
• Leadership development
• Sustainability advisory

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. HR Advisory and Consulting Services: The Storey Group provides strategic consultancy services including organizational change management, leadership development, culture design, and transformation program implementation. Revenue is generated through consulting engagements and professional services delivered to enterprise clients.
2. Tree Planting Campaigns: Tree planting campaigns facilitated in partnership with vetted planting organisations. Standard pricing is USD $10 per tree. Payment is due within 14 days of invoice unless specified otherwise.
3. Employee Engagement Platform Services: Services powered by third-party platforms including WeThrive People Technology, Vantage Circle, and TASTAHEL. The company acts as a reseller and implementation partner for these employee engagement platforms.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

The Storey Group is a UAE-based advisory firm delivering People Advisory (HR consulting on leadership, culture, performance management), Employee Engagement services powered by partner platforms (WeThrive, Vantage Circle, TASTAHEL), and the One Billion Trees Planting Initiative (OBTI), a corporate sustainability tree-planting programme tracked via EcoMatcher's blockchain-enabled digital platform.

Product overview

The Storey Group is a change-maker consultancy offering a portfolio of advisory services and technology platforms. The core offerings include People Advisory (HR consulting covering leadership, culture, and performance management), Employee Engagement services (powered by WeThrive and Vantage Circle platforms), and the One Billion Trees Planting Initiative sustainability program. Employee Engagement is delivered through partnerships with Vantage Circle (offering Vantage Rewards and Vantage Pulse modules for recognition and surveys) and WeThrive People Technology for performance reviews. The tree planting initiative leverages EcoMatcher's digital tree-planting platform comprising TreeTracker (satellite mapping), TreeManager (gift/rewards management), and TreeChain (blockchain tracking) technologies, integrated with WooCommerce and Shopify for corporate gifting and e-commerce applications.

Differentiator

Problem solved

Functional benefit

Brands

• OBTI (One Billion Tree Planting Initiative): A global tree-planting campaign spearheaded by the UAE to collectively and transparently plant one billion trees around the world by end of 2025.

Products and services

• People Advisory HR advisory programme covering Leadership and Culture (strategy development, executive coaching, culture audits, transformation programmes), People and Performance (capability development, performance management), and People Engagement (employee experience assessments, reward and recognition programmes, events and town halls), tailored for purpose-driven organisations.
• Employee Engagement Services Employee engagement and recognition services delivered in partnership with platforms including WeThrive People Technology, Vantage Circle, and TASTAHEL, enabling organisations to measure, track and improve employee engagement, peer-to-peer recognition, custom awards and engagement surveys.
• One Billion Trees Planting Initiative (OBTI) Corporate sustainability programme that facilitates tree planting through vetted NGO partners across multiple countries at USD $10 per tree, providing digital tree tracking, carbon impact dashboards, and brand engagement tools for companies seeking to meet ESG and decarbonisation goals.

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature2 records

Partnerships

Four partnerships are on record, tiered core.

• EcoMatchercoreTechnology or Integration · 1 January 2020Partnership with EcoMatcher, the world's first blockchain-enabled fully integrated digital tree-planting platform. EcoMatcher provides TreeTracker, TreeManager, and TreeChain technologies enabling tree identification with unique TreeChain ID geolocation, virtual tree visits, carbon impact tracking, and brand engagement tools for the One Billion Trees Planting Initiative.
• Mātiti Group and Mātiti GreencoreStrategic or Co-development PartnerUAE-based advisory and sustainability firm supporting OBTI to engage, connect, and partner with local and regional companies to reach the One Billion Trees Planting target. Mātiti Green provides sustainability advisory services.
• Vantage CirclecoreChannel Partner/ Reseller/ DistributorThe Storey Group is a valued partner of Vantage Circle, bringing their innovative employee recognition platform to clients. Vantage Circle provides a comprehensive employee recognition and rewards solution with peer-to-peer recognition, custom awards, social feed, and gamified leaderboard features.
• Various NGO Tree-Planting PartnerscoreStrategic or Co-development PartnerVetted global NGO tree-planting partners in over 10 countries (expanding to 14 countries) responsible for actual tree planting activities under the OBTI initiative.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Culture Amp: Employee engagement and performance management SaaS platform offering surveys, feedback, and recognition tools. Closely comparable to the technology layer The Storey Group delivers through its Vantage Circle and WeThrive partnerships.
• EcoMatcher: Blockchain-enabled digital tree-planting platform offering TreeTracker, TreeManager, and TreeChain. Direct technology partner of The Storey Group for OBTI and the closest peer on the sustainability/tree-tracking side of the business.
• Workday Peakon: Employee voice and engagement platform (acquired by Workday) used by enterprises to measure engagement and act on feedback. Direct comparable to the WeThrive/Vantage Circle engagement offerings that The Storey Group resells and implements.

Emerging players

• BetterUp: Enterprise coaching and employee development platform combining AI-driven personalization with human coaching. Comparable in overlap with The Storey Group's leadership and people development work, though focused on a narrower coaching product.
• Lattice: Performance management and employee engagement SaaS platform for mid-market and enterprise. Comparable to the Vantage Circle/WeThrive engagement technology that The Storey Group integrates for its clients, with similar buyer profile.

Broad incumbents

• Gallup: Global analytics and advisory firm best known for employee engagement research, Q12 surveys, and manager coaching. Comparable to The Storey Group's engagement and leadership development offerings but with deeper proprietary benchmarks and global reach.
• Willis Towers Watson: Global advisory firm delivering people, risk, and capital solutions, including human capital consulting, change management, and employee experience. Overlaps with The Storey Group's People Advisory practice as one of many service lines.
• Aon: Global professional services firm offering human capital consulting, talent assessment, and organizational change solutions. Overlaps with The Storey Group's HR advisory and employee engagement offerings as part of a much broader risk and people portfolio.
• Mercer: Global consulting leader in health, wealth, and career advisory, including large-scale HR strategy, change management, and employee engagement. Comparable to The Storey Group's People Advisory business but operates at vastly greater scale across all major regions.
• Korn Ferry: Global organizational consulting firm spanning executive search, leadership development, and rewards/engagement advisory. Directly comparable to The Storey Group's leadership, culture, and people engagement workstreams but with enterprise-scale delivery capacity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/thestoreygroup
• Facebookfacebook.com/thestoreygroup
• LinkedInlinkedin.com/company/the-storey-group
• Instagraminstagram.com/thestoreygroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 The Storey Group