In Practise

Investment Research Platforminpractise.com

In Practise is a London-based primary research platform that provides curated executive interviews, IP research analysis, and due-diligence content to long-term, fundamental equity investors at hedge funds and asset managers globally.

Company typePrivate
Founded2016
HeadquartersLondon, United Kingdom
Headcount1–10
GTM typeB2B
OfferingDigital Commerce or Content

What In Practise does

In Practise is a London-based primary research platform serving long-term, fundamental equity investors. The company was founded in 2016 by William Barnes and William Oliver, both formerly of Third Bridge Forum, and operates as a private company backed by MITIMCo, MIT's investment management arm. The core product is a curated library of over 2,500 hours of primary research interviews with former C-Level executives and senior managers, conducted by the founders and a network of Premium Partners. The platform publishes 100+ executive interviews and 40-50 pieces of IP-produced investment research per year, covering US and EMEA quality companies across multiple sectors.

The product suite comprises the executive interview library, IP Analysis reports, Value Chain Analysis, Midcap Company Profiles, a weekly newsletter, the IP Fieldwork Podcast, Investor Dialogues, IP Management Reference Checks, and the DBS Program (a Danaher Business System consulting offering). The platform distributes content via a subscription web platform, podcast players (Spotify, Apple Podcasts), RSS, and organic social channels. In 2025, the company launched the IP Library MCP (Model Context Protocol) and API, enabling programmatic access to the research corpus for third-party AI and developer integrations. Authentication is supported via Google and Microsoft/Azure OAuth.

Revenue is generated through annual subscriptions priced on a quote basis for professional and institutional investors, supplemented by professional services revenue from the DBS Program. The customer base consists of hedge funds, asset managers, and individual professional investors, with named customers including Ensemble Capital Management, Hinde Group, RGA Investment Advisors, SVN Capital, Capstrive, and Loews Corporation, collectively representing hundreds of billions in AUM. The go-to-market motion is sales-led enterprise field sales targeting institutional accounts.

In Practise firmographics

Firmographics

Name: In Practise
Legal name: IP1 LTD
Website: https://inpractise.com
Company type: Private
Founded year: 2016
Operating status: Operating
Headcount range: 1–10 employees
Short description: In Practise is a London-based primary research platform that provides curated executive interviews, IP research analysis, and due-diligence content to long-term, fundamental equity investors at hedge funds and asset managers globally.
Ownership category
akta.pro rank

Where In Practise is headquartered

Location

Headquarters

HQ city: London
HQ country: United Kingdom
HQ region: Europe

Markets served

In Practise business model

Business model

GTM type: B2B
Offering type: Digital Commerce or Content
Cost components: Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

Subscription Access: Annual subscription providing access to executive interview library, IP research reports, weekly newsletter, and podcast content. Pricing is quote-based for professional investors.
Enterprise Research: Bespoke primary research built upon 2,500+ executive interviews. 40-50 pieces of IP-produced investment research per year on quality mid and large company businesses.
DBS Program: Training courses with former Danaher executives offered in 2-day or 2-week formats, or customized to business demands.

Pricing tiers

Model	Billing	Price
Subscription	Annual	Paid Subscription Plan
Subscription	Annual	Enterprise Research Access
Subscription	Annual	Individual Professional Investor

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

In Practise product offering

Product offering

Core offering

In Practise runs a curated primary research platform that delivers an executive interview library and IP-produced investment research to long-term fundamental equity investors. Its co-founders personally conduct hundreds of interviews per year with former C-Level executives, complemented by a Premium Partner Network of experienced fund managers who lead their own interviews. Subscribers receive annual access to interview content, 40-50 pieces of IP research, value chain and midcap company analyses, a weekly newsletter, and the IP Fieldwork Podcast.

Product overview

In Practise is a primary research platform for long-term, fundamental equity investors, offering a curated library of executive interviews and investment research. The core offering includes IP-produced executive interviews conducted by the In Practise team and partner investors, supplemented by IP Analysis reports, Value Chain Analysis, and Midcap Company Profiles. Additional products include the IP Fieldwork Podcast, Weekly Newsletter, Partner Interviews, IP Management Reference Checks, IP Library MCP & API, the DBS Program (connecting with former Danaher executives), and a Limited Edition Book. The platform publishes 100+ executive interviews and 40-50 pieces of IP-produced investment research per year, covering US and EU quality companies.

Differentiator

Problem solved

Functional benefit

Brands

Partner Network: Premium partner network where experienced long-term investors conduct interviews and publish research anonymously.
IP Research
Investor Dialogues
IP Analysis
IP Company Profiles
IP Value Chains
IP Management Reference Checks
IP Fieldwork Podcast
Weekly Updates
DBS Program

Products and services

In Practise Executive Interview Library Curated library of executive interviews conducted by the In Practise team and partner fund managers, covering company unit economics, value chain dynamics, competitive strategy, and business history. Sold as part of the annual subscription to long-term equity investors.
IP Produced Investment Research Research analysis reports built upon internal primary research conducted privately with executives within the In Practise network, focused on specific questions driving the investment thesis of large, quality companies.
Weekly Newsletter Weekly newsletter summarizing learnings from each executive interview and highlighting the newest research published on the platform.
IP Analysis Standalone research reports built upon internal primary research conducted publicly or privately with executives, focused on 1-2 specific questions that drive the thesis of a large cap, quality company.
Value Chain Analysis Research exploring mechanics of value chains in industries where structurally advantaged businesses compete, including how units flow from suppliers to customers, bargaining power across value chains, and durability of structural advantages.
Midcap Company Profiles Research profiles focused on global quality companies less than $10bn in market value and less covered by other research institutions, helping investors understand core drivers of these businesses.
IP Fieldwork Podcast Podcast providing insights into how In Practise approaches primary research methodology and conducts executive interviews. Available on Spotify, Apple Podcasts, and RSS feed.
Partner Interviews 1-1 interviews led by a select group of experienced fund managers in the Premium Partner Network. Interviews are recorded, anonymized, and available to all subscribers in text format only.
DBS Program (Danaher Business System Consulting) Consulting and training program connecting businesses with over 20 experienced former Danaher executives for problem-solving in manufacturing, sales, marketing, and leadership. Available as 2-day or 2-week courses or customized to business demands.
IP Management Reference Checks Product feature enabling investors to conduct reference checks on company management teams for investment due diligence purposes.
IP Library MCP & API Model Context Protocol (MCP) and API access enabling developers and AI systems to programmatically access the In Practise interview library and research content.
Limited Edition Book A limited edition physical book offering curated insights from In Practise's research library for subscribers and collectors.

Quantifiable outcome

~15k in executive interview costs saved per research report if conducted internally
+1 more outcomes

Companies that use In Practise

Customer profile

Named customers12 records

Segments3 records

Ideal customer profiles3 records

In Practise technology and API

Technology

Technology focussed Yes

API detail

Has API: Yes
API docs
API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability4 records

Feature5 records

In Practise partnerships and signals

Strategic signal

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

In Practise competitors and assessment

Company assessment

Direct peers

Third Bridge Group: Direct competitor in the primary research/expert interview space. In Practise's founders previously worked at Third Bridge Forum and explicitly position their quality-over-volume model against Third Bridge's 20,000+ annual transcript output.
AlphaSights: Direct competitor providing expert network calls and primary research to investment professionals. Overlaps with In Practise's executive interview library and serves the same institutional investor buyer.
GLG (Gerson Lehrman Group): Direct competitor and one of the largest expert networks globally, serving institutional investors with expert consultations on companies and industries. Operates in the same primary research category as In Practise.
Guidepoint: Direct competitor offering expert consultations and primary research to hedge funds, asset managers, and corporates. Targets the same long-term institutional investor segment as In Practise.
Tegus: Direct competitor in the expert call/primary interview space, popular with fundamental investors for buy-side due diligence. Highly comparable offering to In Practise's executive interview library.

Broad incumbents

Bloomberg Intelligence: Broad incumbent providing institutional research across asset classes. Larger portfolio and broader distribution than In Practise, but less specialized in long-horizon, primary-source executive research.
S&P Capital IQ Pro: Broad incumbent offering financial data, research, and analytics to institutional investors. Competes for the same budget but as part of a much wider data platform rather than curated primary research.
FactSet: Broad incumbent providing financial data and analytics to investment professionals. Not a primary research specialist, but competes for the institutional research budget that funds In Practise subscriptions.
Morningstar: Broad incumbent in investment research with both data and analyst coverage. Shares the long-term investor customer base but delivers more quantitative and analyst-written research versus In Practise's primary interview model.

Emerging players

Sumzero: Community-led investment research platform used by professional investors. Overlaps with In Practise's community/Partner Network thesis, though narrower in scope and not focused on primary executive interviews.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Customer concentration

In Practise financial estimates

Financial estimate

Revenue estimate

Valuation estimate

In Practise leadership team

Management profile

Number of profiles

Profiles2 records

In Practise funding detail

Funding detail

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

In Practise M&A and investment

M&A and investment

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about In Practise

What does In Practise do?

Is In Practise a public or private company?

In Practise is a private company. It is classified as venture growth investor backed and is currently operating.

When was In Practise founded?

In Practise was founded in 2016. It employs 1 to 10 people.

Where is In Practise based?

In Practise is headquartered in London, United Kingdom, in the Europe region.

How does In Practise make money?

Three revenue lines are on record. Subscription Access are the primary driver. The others are enterprise Research and DBS Program.

Who are In Practise's main competitors?

Direct peers on record are Third Bridge Group, AlphaSights, GLG (Gerson Lehrman Group), Guidepoint and Tegus. Broad incumbents are Bloomberg Intelligence, S&P Capital IQ Pro, FactSet and Morningstar. Sumzero is listed as an emerging player.

Does In Practise have an API?

Yes. The IP Library MCP (Model Context Protocol) and API allows developers to programmatically access In Practise's interview library and research content. The platform also offers authentication APIs including Google OAuth (/api/v1/google/auth-external) and Microsoft/Azure OAuth (/api/v1/azure/auth).