What Bob's Business does

Bob's Business is a UK-based cybersecurity awareness training provider founded in 2007 and headquartered in Barnsley, South Yorkshire. The company delivers interactive, web-based eLearning designed to teach employees how to identify and respond to cyber threats, with a stated goal of building a lasting security-aware culture rather than delivering tick-box compliance. Its platform combines SCORM-compliant courses, an integrated learning management system, phishing simulation tooling, and animated storytelling content built around relatable characters (including the brand mascot 'Bob'), with assessments grounded in behavioural science and psychology principles.

The product suite is organised under five branded lines: Bob's Compliance (regulatory training covering GDPR, ISO 27001, ISO 14001 and PCI-DSS), Bob's Culture (behavioural change programmes), Bob's Phishing (simulated phishing), Bob's Experiences (animated interactive learning) and Bob's Bespoke (custom content design). The flagship Think Before You Click programme, developed for HM Government, is described as award-winning and has trained over 70,000 staff and third-party IT providers. The company monetises through subscription-based recurring annual contracts with custom enterprise pricing tied to organisation size and module selection, sold via a direct enterprise field sales motion that includes phone-based engagement, demo booking, and a multi-channel inbound marketing programme spanning content, social, email and SEO. Customers span UK public sector (government, councils, housing associations), education, healthcare, legal, technology and non-profit verticals.

Name

Bob's Business

Legal name

Bob's Business Limited

Website

https://bobsbusiness.co.uk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Bob's Business is a UK-based cybersecurity awareness training company founded in 2007 that delivers interactive eLearning, phishing simulations and compliance courses to public sector, education, housing, healthcare and enterprise customers via a subscription platform.

Ownership category

akta.pro rank

Product category

Cybersecurity Awareness Training

NAICS

Computer Training (61142), Computer Training (611420), Professional and Management Development Training (611430), Software Publishers (5132)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Cybersecurity Training & Awareness Programs (BPAEANAF)

akta.pro secondary industries

Cybersecurity Learning Platforms (EDAFANAF), Core Digital Curriculum & Courseware (Full Programs & Units) (EDAFACAA), Educational Digital Courseware & Learning Platforms (LMS-Integrated) (MPAJABAH)

Keywords

• Cybersecurity awareness training
• Phishing simulation platform
• Compliance eLearning
• Security culture training
• SCORM learning management

Headquarters

HQ city

Barnsley

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Cybersecurity eLearning Subscriptions: Subscription-based access to cybersecurity training courses, phishing simulations, compliance training and policy management modules. Customers subscribe for ongoing access with regular reinforcement training.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Bob's Business provides a modular cybersecurity awareness eLearning platform offering subscription-based training courses, phishing simulations, compliance training, and policy management tools for organisations. Their content combines behavioural science and psychology principles with animated storytelling to drive security culture change rather than tick-box compliance, delivered through SCORM-compliant courses that integrate with existing learning management systems.

Product overview

Bob's Business offers a modular eLearning cybersecurity training platform with five core branded products: Bob's Compliance (regulatory compliance training), Bob's Culture (culture change programmes), Bob's Phishing (phishing simulation), Bob's Experiences (animated storytelling-based learning), and Bob's Bespoke (custom content development). These core products deliver training across four main categories: Cybersecurity Awareness, Phishing Simulations, Compliance Training, and Policy Management. The platform is delivered through a Learning Management System and supports Online Learning and Course Design services. The Think Before You Click programme represents a notable award-winning anti-phishing initiative developed for HM Government.

Differentiator

Problem solved

Functional benefit

Brands

• Bob's Compliance: Compliance training product
• Bob's Culture
• Bob's Phishing
• Bob's Experiences
• Bob's Bespoke
• Think Before You Click

Products and services

• Bob's Compliance Compliance training solution covering regulatory requirements including GDPR, ISO 27001, ISO 14001, and PCI-DSS standards for organisations requiring structured compliance education.
• Bob's Culture Cybersecurity training programme designed to build organisational culture change and embed lasting security awareness across the workforce using behavioural science principles.
• Bob's Phishing Phishing simulation and awareness training solution that helps organisations identify, respond to, and report phishing threats through simulated attacks and education.
• Bob's Experiences Interactive eLearning experiences using animated characters and storytelling to make cybersecurity training engaging and memorable for employees.
• Bob's Bespoke Custom course design service allowing organisations to develop tailored cybersecurity training content to meet specific organisational needs and risks.
• Think Before You Click Award-winning simulated phishing programme developed for HM Government incorporating education, awareness, and testing elements to train staff and third-party IT service providers on phishing threats.
• Learning Management System Platform for managing and delivering eLearning content, tracking learner progress, and reporting on training completion across organisations.

Quantifiable outcome

• 74% average reduction in risk for clients using their training solutions
• +2 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Global Cyber AllianceminorStrategic or Co-development PartnerBob's Business displays the Global Cyber Alliance logo on their website footer, indicating a partnership or collaborative relationship in the fight against cyber threats. The nature of the partnership appears to be aligned around shared goals of improving cybersecurity awareness.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• MetaCompliance: UK and Ireland-based cybersecurity awareness, phishing simulation, and policy management platform that competes head-to-head with Bob's Business in the UK public sector, education, and mid-market segments.
• CybSafe: UK-based cyber risk and awareness platform focused on behavioral metrics and security culture analytics. Directly competes with Bob's Culture methodology in the UK mid-market.
• Cofense: Phishing-specific detection, simulation, and awareness platform with strong enterprise presence. Competes with the Bob's Phishing and Think Before You Click products.
• KnowBe4: Market-leading security awareness and phishing simulation platform with an extensive content library and AI-driven training. Directly competes with Bob's Business in the same buyer segment and product category, but at vastly larger scale.
• Hoxhunt: Gamified, behavior-driven security awareness and phishing simulation platform. Competes with Bob's Business by also emphasizing engagement and measurable behavior change over tick-box compliance.
• Terranova Security: Cybersecurity awareness training and phishing simulation provider with multilingual content library. Directly competes for the same enterprise compliance-driven training budgets.

Broad incumbents

• Proofpoint Security Awareness: Broader email security and compliance vendor offering a security awareness training product within its enterprise platform. Competes for the same enterprise buyer but with a much larger security suite attached.
• Sophos Phish Threat: Major endpoint and network security vendor offering phishing simulation and awareness training as part of its broader portfolio. Competes indirectly with Bob's Business in the same IT buyer segment.

Emerging players

• SANS Institute: Established cybersecurity training organization offering awareness, compliance, and technical training. Competes for security awareness budgets with deeper technical curriculum; partial overlap with Bob's Business compliance focus.
• InfoSec Institute: Cybersecurity training and awareness provider with an IQ Cyber Security awareness product. Partial overlap with Bob's Business in regulated training, primarily focused on skills development.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks4 records

Key highlights7 records

Customer concentration

• Xx.com/bobsbusinessuk
• YouTubeyoutube.com/channel/UCQaKyckI8G35cTcRyHben4g
• Facebookfacebook.com/bobsbusinessuk
• LinkedInlinkedin.com/company/bobsbusinessuk

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

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 Bob's Business