LeanConvert
LeanConvert is a UK-based, bootstrapped conversion rate optimisation consultancy founded in 2016. It delivers managed experimentation, personalisation, and CX services to enterprise clients across e-commerce, gambling, luxury, B2B, and real estate using partner technologies.
- Company typePrivate
- Founded2016
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What LeanConvert does
LeanConvert (legal entity: Lean Convert Ltd, UK company number 10579644) is a private, founder-led conversion rate optimisation consultancy headquartered in London. Founded in 2016 by Tim Axon, the firm employs 11-50 people distributed across offices in the UK, Belgium, Ukraine, Germany, Poland, Portugal, Malta, Scotland, and the United States, operating a fully remote service delivery model. The company serves enterprise clients in e-commerce, retail, gambling and gaming, luxury, B2B, and real estate, delivering engagements that quantify client-side revenue uplift (documented outcomes include £500k incremental annual revenue for Distrelec, 11.5% iOS registration uplift for Entain, and over £1m in a three-week campaign for Lovehoney).
LeanConvert's core offering comprises five managed-service lines: Experimentation (A/B and multivariate testing), CX Optimisation, Personalisation, Research, and Data & Analytics. The firm is technology-agnostic, partnering with Optimizely, Dynamic Yield, Salesforce, Bloomreach, Quantum Metric, Fullstory, and Optimove to deliver solutions. In March 2025, it co-developed an AI-powered real-time gambling behavior detection solution with Fullstory on Google Cloud infrastructure, extending into AI-enabled responsible-gambling compliance. Custom engineering capabilities are evidenced by bespoke builds such as a flash-sale merchandising tool for Lovehoney.
Revenue is generated through managed-services engagements priced via a credit-based system rather than hourly billing, designed to align incentives with client ROI. Go-to-market is sales-led and enterprise-focused, supported by content marketing (Insights blog, LinkedIn presence, case studies). The company is bootstrapped with no disclosed external funding rounds.
LeanConvert firmographics
Firmographics- Name
- LeanConvert
- Legal name
- Lean Convert Ltd
- Website
- https://leanconvert.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- LeanConvert is a UK-based, bootstrapped conversion rate optimisation consultancy founded in 2016. It delivers managed experimentation, personalisation, and CX services to enterprise clients across e-commerce, gambling, luxury, B2B, and real estate using partner technologies.
- Ownership category
- akta.pro rank
LeanConvert industry classification
Industry- Product category
- Conversion Rate Optimisation Consulting
- NAICS
- Marketing Consulting Services (541613), Advertising Agencies (541810), Marketing Research and Public Opinion Polling (54191)
- SIC
- Services-Management Consulting Services (8742), Services-Advertising Agencies (7311)
- akta.pro primary industry
- Personalization, Testing & Conversion Rate Optimization (CRO) (BPAFAFAG)
- akta.pro secondary industries
- Customer, Marketing & Sales Consulting (BPAHACAG), Customer Journey Orchestration & Campaign Management (BPAFAFAF)
Keywords
Where LeanConvert is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices9 records
Markets served
LeanConvert business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- Managed Services and Consulting: LeanConvert provides managed services engagements where the company works alongside client teams to deliver optimisation programs. The company uses a credit system rather than hourly charging to align focus on client investment and ROI. Engagements include strategy, implementation, and capability building.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
LeanConvert product offering
Product offeringCore offering
LeanConvert is a conversion rate optimisation (CRO) consultancy that delivers managed services across five core practices: Experimentation (A/B and multivariate testing), CX Optimisation (customer journey improvement), Personalisation (adaptive experiences at scale), Research (user insights), and Data & Analytics. Engagements are delivered as embedded teams using a credit-based pricing model, working alongside enterprise clients across e-commerce, gambling, luxury, real estate, B2B, and travel. The firm is technology-agnostic, selecting best-fit platforms from partners such as Optimove, Dynamic Yield, Optimizely, Salesforce, Bloomreach, Quantum Metric, and Fullstory.
Product overview
LeanConvert is a conversion rate optimisation (CRO) consultancy that operates as a services company rather than a software vendor. The company offers five core service offerings: Experimentation (A/B and multivariate testing), CX Optimisation (customer journey improvement), Personalisation (adaptive experiences at scale), Research (user insights), and Data & Analytics (performance measurement). These services are delivered through a managed services model, often leveraging third-party technology platforms including Optimove's OPTI-X, Dynamic Yield, and Optimizely. The company also builds custom solutions for specific client needs, such as a flash sale merchandising tool for Lovehoney and a specialised AI-powered gambling behavior detection module developed with Fullstory.
Differentiator
Problem solved
Functional benefit
Products and services
- Experimentation
Quantifiable outcome
- Entain achieved 11.5% uplift in iOS mobile registrations and 30% reduction in form completion time
- +5 more outcomes
Companies that use LeanConvert
Customer profileNamed customers7 records
Segments6 records
Ideal customer profiles5 records
LeanConvert technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability3 records
Feature4 records
LeanConvert partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- FullstorycoreLeanConvert and Fullstory formed a partnership to offer AI-powered solutions enabling gambling operators to detect, assess, and intervene on high-risk gambling behaviour in real-time. The solution combines behavioural, transactional, and third-party data with AI models to create holistic player profiles, built on Google Cloud's AI infrastructure.
- OptimovecoreLeanConvert is Optimove's first personalisation consultancy as a Solution Partner. The partnership combines LeanConvert's customer experience, analytics and engineering expertise with Optimove's Customer-Led Marketing platform and OPTI-X personalisation solution to help organisations optimise customer journeys and drive revenue growth.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
LeanConvert competitors and assessment
Company assessmentDirect peers
- WiderFunnel: WiderFunnel is a North American conversion rate optimisation agency offering experimentation, personalisation and customer journey consulting. It is a direct services-led competitor to LeanConvert with comparable methodology and enterprise client focus.
- CXL: CXL is a conversion optimisation consultancy and education company offering experimentation, personalisation and analytics services to enterprise marketing teams. It competes directly with LeanConvert for CRO engagements and shares the same target buyer profile.
- Invesp: Invesp is a conversion optimisation consultancy delivering experimentation, UX and personalisation services. It targets a similar enterprise e-commerce and lead-generation client base as LeanConvert.
- The Conversion: The Conversion is a CRO agency offering A/B testing, personalisation and analytics services to e-commerce and SaaS brands. Its managed-services model and vertical mix closely mirror LeanConvert's positioning.
Broad incumbents
- IBM iX (IBM Consulting): IBM iX is a large digital experience consultancy delivering personalisation, experimentation and data-driven CX programmes. It overlaps with LeanConvert on enterprise CX optimisation work but at much greater scale.
- Deloitte Digital: Deloitte Digital delivers large-scale customer experience, personalisation and marketing transformation engagements. It competes with LeanConvert on enterprise transformation programmes, particularly in regulated industries.
- Accenture Song: Accenture Song is the digital experience arm of Accenture, offering personalisation, marketing transformation and CRO services to global enterprises. It represents a large-incumbent alternative for clients evaluating LeanConvert.
- DEPT: DEPT is a large global digital agency offering experience design, CRO and personalisation at enterprise scale. It is a broader incumbent that competes for the same enterprise optimisation RFPs LeanConvert targets.
Others
- Dynamic Yield: Dynamic Yield is a personalisation and experimentation platform that is both a partner and adjacent competitor. LeanConvert delivers services on top of Dynamic Yield, while Dynamic Yield's own services team can substitute for LeanConvert on personalisation engagements.
Emerging players
- SplitBase: SplitBase is a CRO and personalisation agency focused on e-commerce brands, using experimentation and customer-journey analytics. It competes with LeanConvert on e-commerce engagements with overlapping tooling (e.g., Dynamic Yield, Optimizely).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
LeanConvert social profiles
Digital presenceLeanConvert financial estimates
Financial estimateRevenue estimate
Valuation estimate
LeanConvert leadership team
Management profileNumber of profiles
Profiles3 records
LeanConvert funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
LeanConvert M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about LeanConvert
What does LeanConvert do?
LeanConvert is a conversion rate optimisation (CRO) consultancy that delivers managed services across five core practices: Experimentation (A/B and multivariate testing), CX Optimisation (customer journey improvement), Personalisation (adaptive experiences at scale), Research (user insights), and Data & Analytics. Engagements are delivered as embedded teams using a credit-based pricing model, working alongside enterprise clients across e-commerce, gambling, luxury, real estate, B2B, and travel. The firm is technology-agnostic, selecting best-fit platforms from partners such as Optimove, Dynamic Yield, Optimizely, Salesforce, Bloomreach, Quantum Metric, and Fullstory.
Is LeanConvert a public or private company?
LeanConvert is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was LeanConvert founded?
LeanConvert was founded in 2016. It employs 11 to 50 people.
Where is LeanConvert based?
LeanConvert is headquartered in London, United Kingdom, in the Europe region.
How does LeanConvert make money?
One revenue line is on record: managed Services and Consulting.
Who are LeanConvert's main competitors?
Direct peers on record are WiderFunnel, CXL, Invesp and The Conversion. Broad incumbents are IBM iX (IBM Consulting), Deloitte Digital, Accenture Song and DEPT. Dynamic Yield is listed as an others. SplitBase is listed as an emerging player.
Does LeanConvert have an API?
No public API is recorded for LeanConvert.
What industry is LeanConvert in?
LeanConvert's product category is Conversion Rate Optimisation Consulting. Its primary akta.pro industry code is BPAFAFAG, Personalization, Testing & Conversion Rate Optimization (CRO), with a secondary code of BPAHACAG, Customer, Marketing & Sales Consulting. Its NAICS code is 541613 and its SIC code is 8742.