The lang cat
The Lang Cat is a UK financial services consultancy offering a subscription due diligence SaaS (Analyser), market intelligence reports, and PR, regulatory, and bespoke research services to financial advisers, platforms, and financial services firms across the UK.
- Company typePrivate
- Founded2010
- HeadquartersEdinburgh, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What The lang cat does
The Lang Cat is a UK-based financial services insight and communications consultancy headquartered in Edinburgh, Scotland, founded in 2010 by Mark Polson. The company serves three primary customer segments — financial advisers (IFAs), investment platforms, and financial services firms — through an integrated offering that combines subscription technology, proprietary research, and professional services. Its core technology product, Analyser, is a cloud-based SaaS platform that supports platform and MPS suitability due diligence at both firm and client level, providing a repeatable process to evidence client suitability; a complementary Regulatory Tracker product extends into ongoing regulatory monitoring. The business generates revenue through three streams: subscription access to the Analyser platform and proprietary reports, professional services including research, PR and communications, and regulatory and public affairs consulting, and sales of research publications such as the annual State of the Platform Nation and quarterly Platform Market Scorecard. Pricing is not publicly disclosed.
The go-to-market is sales-led and UK-focused, combining direct digital sales of Analyser subscriptions with field-based professional services engagement. Demand generation is anchored on flagship events (Catwalk annual conference and HomeGame regional series), content marketing (blog, newsletter, podcast, YouTube), and earned media coverage, including two HeadlineMoney PR Agency of the Year awards in 2024 and 2026. A proprietary adviser panel of 1,300-1,600 members underpins the company's market intelligence and is a central differentiator versus generalist competitors. Named enterprise relationships include Irish Life, illustrating cross-sell from PR through to consultancy. The Lang Cat Ltd is a privately held Scottish-registered company with no disclosed external investors, parent company, or M&A activity.
The lang cat firmographics
Firmographics- Name
- The lang cat
- Legal name
- The Lang Cat Ltd
- Website
- https://langcatfinancial.co.uk
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The Lang Cat is a UK financial services consultancy offering a subscription due diligence SaaS (Analyser), market intelligence reports, and PR, regulatory, and bespoke research services to financial advisers, platforms, and financial services firms across the UK.
- Ownership category
- akta.pro rank
The lang cat industry classification
Industry- Product category
- Financial Services Communications & Research
- NAICS
- Advertising, Public Relations, and Related Services (5418), Marketing Research and Public Opinion Polling (541910), Other Management Consulting Services (541618), Software Publishers (513210)
- SIC
- Services-Management Consulting Services (8742), Services-Engineering, Accounting, Research, Management (8700)
- akta.pro primary industry
- Fieldwork & Data Collection (Online Panels, CATI/CAPI, Fieldwork) (MPAAALAD)
- akta.pro secondary industry
- Real-Time Market Data Feeds & Terminals (FSAFAIAA)
Keywords
Where The lang cat is headquartered
LocationHeadquarters
- HQ city
- Edinburgh
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
The lang cat business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Subscription Services (Analyser): Subscription-based access to the Analyser platform providing due diligence tools, platform market scorecards, and industry reports.
- Professional Services: Research and consultancy engagements, PR and communications services, and regulatory/public affairs consulting for financial services clients.
- Reports and Research Publications: Market intelligence reports including State of the Platform Nation and quarterly Platform Market Scorecards.
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
The lang cat product offering
Product offeringCore offering
The Lang Cat is a financial services insight and communications consultancy that sells subscription access to its Analyser SaaS platform (platform and MPS suitability due diligence), regulatory tracking tools, and recurring research reports (State of the Platform Nation, Platform Market Scorecard). It also delivers bespoke Research & Consultancy, PR & Communications, and Regulatory & Public Affairs services to UK financial advisers, platforms, and asset managers. Its market intelligence is powered by a proprietary 1,300-1,600-strong adviser panel.
Product overview
The lang Cat is a financial services insight and communications consultancy offering a suite of products and services. The core offering consists of Analyser (a subscription-based platform for platform and MPS suitability and due diligence), Regulatory Tracker (a regulatory monitoring tool), and Research & Consultancy services including published reports such as State of the Platform Nation and Platform Market Scorecard. The company also provides PR & Communications and Regulatory & Public Affairs advisory services. Research capabilities are powered by a proprietary adviser panel of approximately 1,300 members. The products operate as complementary tools within The lang Cat's ecosystem, with Analyser serving as the primary technology platform and reports/trackers providing ongoing market intelligence.
Differentiator
Problem solved
Functional benefit
Brands
- Analyser: Platform and MPS suitability and due diligence tool for financial advisers
- Regulatory Tracker
- State of the Platform Nation
- Platform Market Scorecard
Products and services
- Analyser
Quantifiable outcome
- 88% of advisers needed to apologise to at least one client on behalf of a platform in the last 12 months, 91% of advisers impacted daily by poor platform service
Companies that use The lang cat
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
The lang cat technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
The lang cat partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- ParmenionminorCollaborated on white paper research titled 'The Impact of Poor Service', providing research findings about platform service standards and adviser experience. The research revealed that 88% of advisers needed to apologise to clients on behalf of platforms and 91% are impacted daily by poor service delivery.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
The lang cat competitors and assessment
Company assessmentDirect peers
- Fundscape: UK platform market data and analytics provider tracking platform inflows/outflows, directly comparable to the Platform Market Scorecard product.
- Boring Money: UK financial services research and insight consultancy serving providers and advisers, overlapping on primary research, panels and communications.
- The Wriglesworth Consultancy: Specialist UK financial services PR and communications agency, competing directly on media relations and marcomms for financial firms.
- MRM: UK marketing, reputation and money communications agency for financial services clients, a direct PR/comms competitor.
- NextWealth: UK research and consultancy firm focused on the financial advice and wealth market, competing directly on adviser-panel-driven insight and consultancy.
- Platforum: UK platform and fund distribution research house providing platform market analysis and rankings, squarely overlapping with The Lang Cat's platform-market reporting.
- Defaqto: UK provider of financial product ratings and due-diligence/research tools for advisers, directly overlapping with The Lang Cat's Analyser platform and adviser-facing market intelligence.
Broad incumbents
- Lansons: Established UK financial and corporate communications agency with a large financial services practice, overlapping on PR and public affairs but broader in scope.
- Morningstar: Global investment data, research and ratings provider whose fund/platform data and due-diligence tools overlap with Analyser but as part of a far larger portfolio.
Emerging players
- Consumer Intelligence: UK financial services market insight and data provider using consumer/panel research, overlapping with The Lang Cat's research and benchmarking work.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
The lang cat social profiles
Digital presenceThe lang cat financial estimates
Financial estimateRevenue estimate
Valuation estimate
The lang cat leadership team
Management profileNumber of profiles
Profiles1 record
The lang cat funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The lang cat 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 The lang cat
What does The lang cat do?
The Lang Cat is a financial services insight and communications consultancy that sells subscription access to its Analyser SaaS platform (platform and MPS suitability due diligence), regulatory tracking tools, and recurring research reports (State of the Platform Nation, Platform Market Scorecard). It also delivers bespoke Research & Consultancy, PR & Communications, and Regulatory & Public Affairs services to UK financial advisers, platforms, and asset managers. Its market intelligence is powered by a proprietary 1,300-1,600-strong adviser panel.
Is The lang cat a public or private company?
The lang cat is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The lang cat founded?
The lang cat was founded in 2010. It employs 11 to 50 people.
Where is The lang cat based?
The lang cat is headquartered in Edinburgh, United Kingdom, in the Europe region.
How does The lang cat make money?
Three revenue lines are on record. Subscription Services (Analyser) is the primary driver. The others are professional Services and reports and Research Publications.
Who are The lang cat's main competitors?
Direct peers on record are Fundscape, Boring Money, The Wriglesworth Consultancy, MRM, NextWealth, Platforum and Defaqto. Broad incumbents are Lansons and Morningstar. Consumer Intelligence is listed as an emerging player.
Does The lang cat have an API?
No public API is recorded for The lang cat.
What industry is The lang cat in?
The lang cat's product category is Financial Services Communications & Research. Its primary akta.pro industry code is MPAAALAD, Fieldwork & Data Collection (Online Panels, CATI/CAPI, Fieldwork), with a secondary code of FSAFAIAA, Real-Time Market Data Feeds & Terminals. Its NAICS code is 5418 and its SIC code is 8742.