ICE Creates

What ICE Creates does

ICE Creates is a UK-based behaviour change professional services firm founded in 1999 and headquartered in Birkenhead, Wirral. The company delivers end-to-end behaviour change solutions — spanning insight research, social marketing, digital platform development, organisational development and integrated healthy lifestyle services — primarily to NHS bodies, integrated care boards, local authorities and public health teams. Its service lines are organised around four pillars: Lifestyle Improvement & Wellbeing Services, Behavioural Insight Research & Design, Social Marketing & Engagement, and Leadership & Organisational Development.

ICE operates a hybrid services-plus-digital-platform model. Core digital assets include the Advice ASAP urgent care signposting tool (winner of a CIPR PRide Gold Award in 2016 and credited with ~13,400 fewer A&E attendances and £1.5m redirected to primary care), Best-you (a person-centred lifestyle platform with 240,000+ completed journeys), Vax Chat (a behaviourally-informed vaccination conversation training programme that has trained 3,000+ individuals), Stop For Life (regional stop-smoking services in Oxfordshire, Devon, Sandwell and Dorset), LivLife Liverpool (weight management launched in 2024), and Help me quit (an AI-enabled stop-smoking app launched in Wales in 2026). The company partners with Oracle Cerner (HealtheIntent) for predictive analytics and runs a Virtual Graphic Scribing service used by clients including Accenture. Delivery is supported by five regional offices across England (Wirral, Cumbria, Coventry, West Bromwich, Exeter).

ICE generates revenue primarily through commissioned professional services contracts with UK public sector buyers, awarded via multi-year tender processes. Pricing is quote-based and not publicly disclosed. The company is privately held, B Corp certified (2025-2026) and holds ISO 9001, ISO 27001, Cyber Essentials Plus and Living Wage Employer accreditations. Its operating geography is concentrated in England with a recent entry into Wales, and there is no indication of institutional investment, M&A activity or restructuring.

Name

ICE Creates

Legal name

ICE Creates Ltd

Website

https://icecreates.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

251–500 employees

Short description

ICE Creates is a UK-based behaviour change professional services firm that designs and delivers insight-led health, wellbeing and organisational change programmes for NHS bodies, integrated care boards and local authorities, supported by proprietary digital platforms such as Advice ASAP, Best-you, Vax Chat and Stop For Life.

Ownership category

akta.pro rank

Headquarters

HQ city

Birkenhead

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Behaviour Change Consulting Services: ICE Creates generates revenue through commissioned consulting projects for public sector clients including NHS bodies, local authorities, and public health teams. Projects include behaviour change programmes, organizational development, and health improvement services delivered through long-term contracts and programme commissions.
2. Training and Capability Building: Revenue generated from upskilling programmes for local teams, CPD modules, and coaching/supervision frameworks delivered to public sector clients.
3. Digital Product Development: Design and delivery of user-centred platforms and apps (including smoking cessation and healthy lifestyle tools) that meet NHS standards for security, accessibility, and clinical quality.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

ICE Creates delivers end-to-end behaviour change consulting and programme delivery to NHS bodies, local authorities, and public health teams across the UK. Its core offerings span lifestyle improvement and wellbeing services, behavioural insight research and design, social marketing and engagement, and leadership and organisational development, delivered alongside proprietary digital platforms such as Best-you, Advice ASAP, Vax Chat, Stop For Life, and the Help me quit app.

Product overview

ICE Creates is a behaviour change company operating as a services-led organisation with embedded digital platforms. Their core offerings span four service areas: Lifestyle Improvement & Wellbeing Services, Behavioural Insight Research & Design, Social Marketing & Engagement, and Leadership & Organisational Development. These services are supported by digital products including the Best-you (Puffel) health and wellbeing platform, the Advice ASAP urgent care digital tool, Vax Chat vaccine conversation training programme, and Stop For Life smoking cessation services across multiple UK regions. ICE Creates blends human-centred design, applied behavioural science, and creative delivery with data-informed decision-making to deliver measurable outcomes for NHS bodies, local authorities, and public health teams.

Differentiator

Problem solved

Functional benefit

Brands

• Best-you: Person-centred health and wellbeing information, goal setting and target attaining platform
• Vax Chat
• Stop For Life
• ASAP (Advice ASAP)

Products and services

• Lifestyle Improvement & Wellbeing Services

Named customers11 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature3 records

Partnerships

Three partnerships are on record, tiered supporting and core.

• Oracle CernersupportingTechnology or IntegrationICE Creates used Oracle Cerner's HealtheIntent predictive analytics platform to identify and target residents most likely to benefit from vaccination campaigns, enabling data-driven targeting of at-risk populations.
• NHS Bodies (Multiple Trusts and ICBs)coreStrategic or Co-development PartnerLong-standing partnerships with NHS England, NHS trusts, integrated care boards, and clinical commissioning groups across the UK for delivery of behaviour change programmes and health improvement services.
• Local AuthoritiescoreStrategic or Co-development PartnerPartnerships with councils including Gloucestershire County Council, Birmingham City Council, Rochdale Borough Council, and others for public health and community engagement programmes.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Behavioural Insights Team (BIT): BIT is a global social purpose company applying behavioural science to public policy, with deep UK central and local government work. It is the most direct behavioural-science peer to ICE Creates in the UK public sector and competes for the same behavioural insight, nudge, and programme evaluation contracts.
• The Campaign Company: UK behaviour change consultancy delivering public sector campaigns, insight, and co-design work for government and health clients. Closely comparable to ICE Creates on services (campaigns, social marketing, engagement) and on the NHS / local authority buyer profile.
• Thinks Insight & Strategy: UK-based insight consultancy working on social, public policy and behaviour change research for government and third-sector clients. Overlaps with ICE Creates on research-led public sector engagement and on the application of behavioural science to policy problems.
• BritainThinks: Insight and strategy consultancy focused on UK public policy, behaviour change and public engagement. A direct peer for qualitative research, co-design and campaign insight work commissioned by government, NHS and charity clients.
• Whyfield: Independent UK behaviour change consultancy delivering insight, evaluation and campaign work for public sector and health clients. Comparable to ICE Creates on services offered (behaviour change insight, social marketing, evaluation) and on the SME, services-led profile.

Broad incumbents

• PwC UK (Public Sector): Big-4 firm with a sizable UK public sector and health practice covering strategy, transformation and behavioural insight. Competes with ICE Creates for larger, integrated commissioning contracts and brings much broader capability but less specialisation in behaviour change.
• Deloitte UK (Public Sector Health): Global professional services firm with a UK public sector health practice covering transformation, analytics and population health. A broad incumbent that overlaps with ICE Creates on insight-driven public health engagements and competes for larger, multi-year framework contracts.
• Ipsos UK (Public Affairs): Global market and social research firm with a UK public affairs and healthcare practice. Overlaps with ICE Creates on public sector research, evaluation, and behaviour change measurement, though Ipsos is far larger and more generalist.
• Kantar Public (UK): Kantar's public sector division provides social research, behavioural insight and evaluation for UK government and health clients. A broad incumbent peer to ICE Creates in public sector research and behaviour change evidence work.
• EY UK (Public Sector Health): Big-4 advisory firm with a UK public sector and health practice spanning transformation, analytics and policy advisory. Competes with ICE Creates for larger integrated care and prevention contracts while offering broader consulting capabilities.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/icecreatesmedia
• Facebookfacebook.com/ice-creates-ltd-286484008169889
• LinkedInlinkedin.com/company/ice-2
• Instagraminstagram.com/icecreates
• Xx.com/ice_creates

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

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 ICE Creates