What WOOD FOR TREES LIMITED does

Wood for Trees Limited is a UK-based professional services and technology firm focused exclusively on the charity and not-for-profit sector. The company helps charities optimise supporter data and improve fundraising performance through strategy-led, data-fed consulting engagements spanning actionable insight, data discovery, data engineering, data hygiene, and privacy review. It serves well-known UK charities including WWF, Amnesty International, Cats Protection, Dogs Trust, Concern Worldwide, Swim England, Care, and Air Ambulance Kent Surrey Sussex.

The company's commercial model combines three revenue streams: project-based professional services engagements, recurring subscription revenue from its proprietary InsightHub analytics platform, and resale/implementation of partner technology including Apteco Orbit, Microsoft, and Salesforce solutions. Its go-to-market is sales-led and consultative, targeting fundraising and data decision-makers within UK non-profits, supported by content marketing through blogs, case studies, webinars, and whitepapers. The firm is a subsidiary of Salocin Group Ltd, sitting alongside sister companies Edit and Join the Dots.

Technically, Wood for Trees builds on its InsightHub platform for AI/ML-driven predictive analytics, segmentation, and UK charity trend tracking, layered on top of partnerships with Apteco, Microsoft, and Salesforce. Certifications including ISO 27001, Cyber Essentials, and B Corp are held at the parent Salocin Group level. With more than 15 years of sector experience and recognitions including the Chartered Institute of Fundraising Insight Award 2024 and Apteco Partner of the Year 2022, the firm operates as a specialist niche player in a UK-only market with no disclosed external funding.

Name

WOOD FOR TREES LIMITED

Legal name

Wood for Trees Limited

Website

https://woodfortrees.net

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Wood for Trees Limited is a UK-based consultancy and technology provider that helps charities and not-for-profits optimise supporter data, improve fundraising performance, and build AI-ready systems through consulting services and its proprietary InsightHub analytics platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Bath

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Professional Services and Consulting: Strategy-led, data-fed consulting engagements including actionable insight, data discovery, data engineering, data hygiene, and privacy review services for charities and not-for-profits.
2. InsightHub Platform: SaaS/product revenue from their proprietary InsightHub platform providing ongoing access to charity analytics and insights.
3. Partner Technology Resale: Resale and implementation of Apteco Orbit and related data management tools to charity clients.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Wood for Trees delivers strategy-led, data-fed consulting services and proprietary analytics tooling to UK charities and not-for-profit organisations. Its core offerings include the InsightHub analytics platform, fundraising performance consulting, and data management/privacy services, supported by partner technology resale of Apteco, Microsoft, and Salesforce solutions.

Product overview

Wood for Trees is a specialist consultancy and technology provider focused on the charity and not-for-profit sector. The company offers a portfolio of proprietary and partner products centred around its InsightHub analytics platform, complemented by Apteco (a partner analytics solution) and data management tools. Service offerings span actionable insight, data discovery, data engineering, data hygiene, and privacy review. The product ecosystem is designed to help charities optimise supporter data, improve fundraising performance, and build AI-ready systems for the future.

Differentiator

Problem solved

Functional benefit

Brands

• InsightHub: All of your analysis and insight, available anytime and anywhere across your organisation.

Products and services

• InsightHub Proprietary analytics and insight platform that consolidates all analysis and supporter data, available anytime and anywhere across an organisation. Uses AI to track UK charity sector trends and supports predictive analytics for fundraising performance optimisation.
• Actionable Insight Extraction of powerful insights from supporter data to support strategic fundraising decisions and donor engagement strategies for charities and not-for-profits.
• Data Discovery Investigation of data to identify patterns and trends in supporter behaviour, supporting informed fundraising decisions for charities and not-for-profits.
• Data Engineering Data shaping and preparation services that unlock the full potential of supporter data for analysis and AI applications, delivered to charity and not-for-profit clients.
• Data Hygiene Data quality improvement services that ensure supporter data is accurate, consistent and reliable for planning decisions and analytics at charity organisations.
• Privacy Review Advisory services ensuring supporter data is used fairly, compliantly and ethically in accordance with data protection regulations at charity organisations.
• Data Management Automated, streamlined data-flow management solutions that save time, money and effort by managing incoming data processes efficiently for charities and not-for-profits.
• Consent and Preference Management Multichannel supporter consent and preference management solution that enables charities to manage supporter preferences across multiple communication channels in compliance with data protection regulations.

Named customers8 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

AI capability9 records

Feature2 records

Partnerships

Four partnerships are on record, tiered core and flagship.

• AptecocoreTechnology or IntegrationApteco is a key technology partner for Wood for Trees. They offer Apteco Orbit, a platform that helps strengthen the effectiveness of fundraising through understanding supporter and donor data. Wood for Trees has been recognised as Apteco Partner of the Year (2022) and has won multiple Apteco awards for Best Use of Apteco Software.
• MicrosoftcoreTechnology or IntegrationMicrosoft is a technology partner providing the underlying cloud infrastructure and tools. Wood for Trees offers Microsoft-related products and services including data management solutions. The partnership is part of the broader Salocin Group Microsoft partnership.
• SalesforcecoreTechnology or IntegrationSalesforce is listed as a technology partner alongside Microsoft and Apteco, offering CRM solutions for charity data management and supporter engagement.
• Salocin GroupflagshipStrategic or Co-development PartnerWood for Trees is part of Salocin Group, a larger organisation of companies (including Edit and Join the Dots) specialising in data and AI-enabled connected customer experiences. This parent relationship provides access to broader capabilities, resources, and technology partnerships.

Scale indicators2 records

Recent moves1 record

Expansion highlights4 records

Direct peers

• Dataro: AI-driven fundraising predictive analytics for nonprofits, offering donor scoring, churn prediction, and campaign optimisation - the closest direct competitor to InsightHub's value proposition in the charity analytics space.
• Bonterra (formerly Network for Good / Social Solutions): Vertically-focused nonprofit software platform combining fundraising CRM, donor management, outcomes measurement, and analytics - competes head-on with Wood for Trees' InsightHub plus data management bundle.
• Pursuant (formerly Russ Reid): US-based fundraising and data-driven marketing services firm for nonprofits, combining strategic consulting with analytics and direct response fundraising - mirrors Wood for Trees' consulting-plus-data approach in a larger geography.
• Classy (a Bloomerang company): Online fundraising and donor engagement platform for nonprofits with embedded analytics, campaign optimisation, and recurring giving tools - a direct SaaS competitor to InsightHub in the digital fundraising analytics space.
• DonorPerfect: Long-standing nonprofit donor management and fundraising CRM platform with reporting/analytics modules, serving thousands of small-to-mid charities - a direct horizontal competitor to Wood for Trees' data management + InsightHub offering.
• Watershed (formerly Keela): Donation analytics, reporting, and donor intelligence platform purpose-built for nonprofits - competes directly with InsightHub on the analytics insight layer for charity fundraising teams.

Broad incumbents

• Blackbaud: The dominant incumbent in nonprofit software (Raiser's Edge NXT, Luminate, Analytics for Fundraising), offering end-to-end CRM, fundraising, financial management, and analytics at enterprise scale far beyond Wood for Trees' UK niche.
• Salesforce.org (Nonprofit Cloud / Education Cloud): Salesforce's dedicated nonprofit division providing Nonprofit Cloud CRM, fundraising, and analytics tooling at enterprise scale - a key underlying platform partner of Wood for Trees and a broad incumbent in the same buying centres.
• Microsoft Tech for Social Impact: Microsoft's nonprofit cloud and AI programme offering Dynamics 365 Fundraising and Engagement plus Azure data services - a core technology partner of Wood for Trees/Salocin Group and broad incumbent serving the same charity IT budgets.

Emerging players

• Funraise: Modern nonprofit fundraising platform with donor CRM, online giving, and reporting analytics - an emerging direct competitor targeting mid-market charities that overlap with Wood for Trees' customer profile.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xx.com/WoodforTreesLtd
• Facebookfacebook.com/Wood4Trees

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 WOOD FOR TREES LIMITED