Sequel Group

What Sequel Group does

Sequel Group is a London-based, employee-owned employee engagement agency founded in 2009. The firm employs 28 people and operates from London headquarters, targeting large enterprise clients — including Aviva, GSK, Heineken, Nationwide, NatWest, Nestlé and Virgin Media — across insurance, pharmaceuticals, banking, beverages, media and consumer goods. Its portfolio combines professional services (internal communications strategy, change management, content creation, line-manager training, measurement) with two proprietary software products: DASH, an IC dashboard that aggregates engagement metrics from SharePoint, Viva Engage, email and other channels, and JuICe, a communications app that consolidates internal communications into a single employee-facing hub. Sequel positions itself as a specialist in the Microsoft 365 ecosystem and emphasises data-led insight plus creative content delivery.

The company generates revenue primarily through project-based and retained professional services engagements, supplemented by subscription/licensed recurring revenue from DASH and JuICe. Pricing is quote-based and not publicly disclosed, with multi-year contracts indicated for enterprise clients. Go-to-market is sales-led and direct-to-enterprise, supported by an extensive content marketing engine (annual trends reports since 2017, the mICdrop podcast, 15 how-to guides, LinkedIn/YouTube/Instagram presence). Sequel has accumulated 120+ industry awards over 15 years, including Institute of Internal Communication 'Agency of the Year' and BOC IC Brilliance Awards 'IC Consultancy of the Year', and holds ISO 9001 and ISO 27001 certifications.

Sequel Group Ltd is registered as a private limited company in the United Kingdom with no external venture capital, private equity or parent company disclosed. The firm is fully employee-owned, with all 28 staff holding personal ownership stakes. It maintains a charitable partnership with The Ben Kinsella Trust (since 2018) and a strategic partner relationship with Minerva Inspires. The company markets AI as an assistive creative and productivity tool (e.g., experimentation with Google Veo 3, generative AI for content drafting and AI-assisted film dubbing) rather than as a core proprietary capability.

Name

Sequel Group

Legal name

Sequel Group Ltd

Website

https://sequelgroup.co.uk

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Sequel Group is a London-based, employee-owned employee engagement agency serving large enterprises with internal communications strategy, creative content, change management, and proprietary tools DASH (engagement dashboard) and JuICe (communications app), specialising in the Microsoft 365 ecosystem.

Ownership category

akta.pro rank

Product category

Internal Communications & Employee Engagement Consulting

NAICS

Marketing Consulting Services (541613), Advertising Agencies (541810), Custom Computer Programming Services (541511), Public Relations Agencies (54182)

SIC

Services-Management Consulting Services (8742), Services-Advertising Agencies (7311), Services-Motion Picture & Video Tape Production (7812), Services-Computer Programming Services (7371)

akta.pro primary industry

Change Management & Transformation (Org/HR) (BPACAJAD)

akta.pro secondary industry

Content Studio & Creative Resourcing (In-house/Embedded Teams) (BPAFAIAJ)

Keywords

• Employee engagement consulting
• Internal communications strategy
• Digital workplace solutions
• Change management services
• Engagement analytics software

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Employee Engagement Consulting: Professional consulting services for internal communications strategy, change management, and employee engagement measurement. Project-based engagements with clients including Dignity, Elsevier, PZ Cussons.
2. Content Creation Services: Creative content production including video, animation, explainer films, and written content for internal communications campaigns.
3. Technology Solutions (DASH & JuICe): Proprietary software platforms DASH (dashboard) and JuICe (app) likely delivered as licensed or subscription products integrated with client systems.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

Sequel Group is an employee engagement agency that delivers internal communications consulting, creative content (video, animation, written), channel strategy, change and transformation advisory, line manager training, and proprietary technology platforms (DASH analytics dashboard and JuICe communications app). The company specializes in Microsoft 365 integration and provides measurement and insight services to enterprise organizations seeking to improve employee engagement and internal communications effectiveness.

Product overview

Sequel Group operates as an employee engagement specialist offering a portfolio of two primary digital products—DASH (an analytics dashboard) and JuICe (a communications app)—alongside consulting services for internal communications strategy, change management, content creation, and digital workplace transformation. The products are designed to work together: DASH aggregates metrics and provides data-led insights while JuICe serves as the employee-facing communications hub.

Differentiator

Problem solved

Functional benefit

Brands

• DASH: The IC Dashboard - brings key metrics from all digital platforms into one powerful dashboard for employee engagement measurement.
• JuICe
• mICdrop

Products and services

• DASH — The IC Dashboard DASH is Sequel Group's proprietary employee engagement analytics platform that aggregates key metrics from an organisation's digital platforms into one dashboard, enabling internal communicators to track engagement across channels without requiring advanced analytics skills. Integrates natively with SharePoint, Viva Engage, and email.
• JuICe — The IC App JuICe is Sequel Group's innovative communications application that consolidates all internal communications into one place, connecting employees with company updates, events, and content through a mobile-accessible platform designed for how and when colleagues have time to consume content.
• Employee Engagement Consulting Professional consulting services for employee engagement strategy, internal communications strategy, change management, and engagement measurement. Project-based engagements with enterprise clients including Aviva, Bupa, GSK, Nationwide, NatWest, Heineken, Nestlé, Virgin Media, Elsevier, PZ Cussons, and Dignity.
• Content Creation Services Creative content production services including video, animation, explainer films, and written content for internal communications campaigns. Includes AI-powered film experimentation and AI content generation for internal communications.
• Microsoft 365 Integration Services Expert guidance and implementation support for the Microsoft 365 suite including SharePoint, Viva Engage, and other collaboration tools for internal communications, forming Sequel's specialisation in digital workplace transformation.
• Line Manager Communications Training Training programme that improves line manager confidence in leading team conversations and developing communication capabilities, addressing the IC Index finding that a third of managers aren't confident in leading these conversations. Used by clients such as Dignity to improve employee engagement.
• Change and Transformation Communications Communications consulting for organisational change and transformation initiatives, helping clients execute change through strategic internal communications and stakeholder engagement.
• Insight, Strategy & Measurement Services Data-led insight, communications strategy development, and measurement services that help organisations track the impact of their internal communications activities, including IC trends research and analysis.

Quantifiable outcome

• 92% trust in leadership achieved for Elsevier technology team through strategic narrative communications
• +1 more outcomes

Named customers13 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability4 records

Feature3 records

Partnerships

Two partnerships are on record, tiered community and minor.

• The Ben Kinsella TrustcommunityOthers · 1 January 2018Charitable partnership since 2018 with knife-crime prevention charity. Sequel delivers pro-bono creative work and raises money through individual challenges including cycling, running, tough mudder events, baking, quizzing and volunteering. The partnership provides ongoing funding and continuous support to the charity.
• Minerva InspiresminorStrategic or Co-development PartnerPartnership with Minerva Inspires, referenced in the About section under Partners link

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Gatehouse Group: UK-headquartered internal communications and employee engagement agency serving enterprise clients. Closest like-for-like competitor to Sequel, offering IC strategy, measurement and content with a comparable UK enterprise client base.
• Brandpie: Brand and employee engagement consultancy that combines brand strategy with internal communications and engagement work for global enterprises. Overlaps with Sequel on the employee engagement and change & transformation service lines.
• Purposeful (formerly Cambric): UK internal communications consultancy delivering IC strategy, change communications and engagement programmes to enterprise clients. Direct competitor in the same niche with similar professional services delivery model.

Emerging players

• Firstup: Employee communications and engagement platform focused on personalised content delivery and analytics. Overlaps with DASH and JuICe on measurement and personalised internal communications for large workforces.
• Beekeeper: Frontline employee communications and engagement app, focused on connecting deskless workers. Adjacent competitor to JuICe, particularly for enterprise clients with large non-desk-based populations like Heineken and Nestlé.
• Haiilo: Employee experience and internal communications platform offering intranet, engagement surveys and content distribution. Competes directly with the JuICe app proposition for enterprise IC budgets.
• LumApps: Cloud-based employee experience and intranet platform with built-in engagement analytics. Competes for the same enterprise IC technology wallet as Sequel's DASH and JuICe.

Broad incumbents

• Ipsos: Global market research and advisory firm with a strong employee experience and engagement measurement practice. Competitor primarily on the measurement and insight side of Sequel's offering, serving similar enterprise buyers.
• Workplace from Meta: Enterprise communications platform offering news feed, groups and live video for internal engagement. Broad incumbent whose features overlap with JuICe and which enterprise buyers may consider as a substitute for Sequel's app proposition.
• Microsoft Viva: Microsoft's employee experience platform integrated into Microsoft 365, covering engagement, learning, knowledge and communications. Sequel's DASH product is explicitly designed to plug into Viva/SharePoint, making it both a partner and a competitive incumbent.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/SequelGroup
• LinkedInlinkedin.com/company/sequel-group
• Instagraminstagram.com/sequelgroup
• Xx.com/sequel_group

Compliance2 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 Sequel Group