Orangutan

What Orangutan does

Orangutan TM Ltd is a UK-based B2B consultancy founded in 1995 by Tim Peniston-Bird that designs and manages incentive, loyalty, customer acquisition, lead generation, and customer retention programmes for enterprise clients. The company operates from offices in Exeter (headquarters), London, and Edinburgh, and serves a marquee client roster spanning automotive (Honda, BMW, Ford, Mitsubishi, Audi, Toyota, Volkswagen), technology (Microsoft, HP, Toshiba, Acer), consumer goods (P&G, Wella, PURE), financial services (Barclays, Barclaycard, GE Money), insurance (Allianz, AXA, BUPA), telecommunications (Orange, BT, Sky, Vodafone), hair and beauty, affordable housing, membership organisations, and not-for-profit sectors.

The company's core technology combines behavioural psychology-driven programme design with a stack of white-label components: a branded mobile app for iPhone and Android, a membership web portal, and a multi-channel lead generation platform with CRM, email, SMS, social media, landing page, and survey integrations. Programmes are positioned as bespoke based on audience psychology rather than off-the-shelf solutions, with reward sourcing supported by reported bulk buying power that delivers 150% greater reward value than client budgets.

Orangutan monetises primarily through bespoke professional services engagements, often structured as multi-year contracts, with a secondary self-serve SAAS offering on a pay-per-sale basis for word-of-mouth marketing. Pricing is not publicly disclosed and is provided on request following a free 30-minute strategy consultation. The company is privately held with no disclosed external funding, no subsidiaries, and no acquisitions, functioning as a founder-led boutique consultancy with 11-50 employees.

Name

Orangutan

Legal name

Orangutan TM Ltd

Website

https://orangutan.co.uk

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Orangutan TM Ltd is a UK-based boutique consultancy founded in 1995 that designs and manages bespoke incentive, loyalty, customer acquisition, and customer retention programmes for enterprise clients across automotive, financial services, technology, and other sectors, using behavioural psychology and supporting technology platforms.

Ownership category

akta.pro rank

Headquarters

HQ city

Redhill

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consulting and Professional Services: Strategy consulting engagements for incentive and loyalty programme design, implementation, and management. Pricing appears project-based with custom scope.
2. SAAS Self-Serve Platform: Self-serve word-of-mouth marketing SAAS offered on a pay-per-sale basis, allowing clients to launch and manage programmes independently.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

Orangutan is a UK-based strategic consultancy that designs and manages behavioural psychology-driven incentive and loyalty programmes for enterprise clients. Its offering combines programme strategy, customer acquisition and retention services, and dedicated account management, supported by proprietary technology including white-label mobile apps, membership web portals, and a lead generation platform.

Product overview

Orangutan is a strategic consultancy offering a portfolio of incentive, loyalty, and sales growth programmes rather than a unified software product. The core offerings include Sales Incentives, Customer Loyalty Programmes, Customer Acquisition, Lead Generation, Customer Referrals, Subscriptions/Membership, Customer Retention, and Business Support services. These are delivered through consulting engagements and managed programmes. Supporting technology includes a White Label Mobile App (iPhone/Android) and Membership Web Portal for branded loyalty delivery, plus a Lead Generation Platform with CRM, email, and social media integration. The company also offers sector-specific solutions for Automotive, Finance & Banking, Insurance, Telecommunications, Hair & Beauty, Affordable Housing, and Not-for-Profit industries.

Differentiator

Problem solved

Functional benefit

Products and services

• Sales Incentive Programmes Behavioural psychology-driven incentive programmes designed to drive sales performance for enterprise brand clients across multiple verticals.
• Customer Loyalty Programmes Loyalty programme design and management for enterprise clients, leveraging behavioural psychology to increase customer retention and repeat purchases.
• Customer Acquisition Programmes Customer acquisition services that combine incentive design with lead generation capabilities to grow a brand's active customer base.
• Lead Generation Services Lead generation programmes that deliver qualified sales leads to enterprise clients using Orangutan's proprietary lead generation platform and incentive mechanics.
• Customer Referral Programmes Referral programme design that uses incentives to turn existing customers into acquisition channels for enterprise brand clients.
• Subscription / Membership Programmes Subscription and membership programme design and management for enterprise clients, supported by white-label mobile apps and web portals.
• Customer Retention Programmes Retention programme design focused on reducing churn and extending customer lifetime value for enterprise brand clients.
• Strategy Consulting Strategic consultancy services covering sales channel acquisition, programme design, and behavioural insight-led marketing strategy for enterprise clients.
• White-Label Mobile App Branded white-label mobile application provided to enterprise clients to host their incentive, loyalty, membership, or subscription programme.
• Membership Web Portal White-label web portal that hosts programme membership, redemption, and engagement functionality for enterprise clients' incentive and loyalty programmes.
• Lead Generation Platform Proprietary platform used to run lead generation campaigns and deliver qualified prospects to enterprise clients as part of acquisition and incentive programmes.

Quantifiable outcome

• Sales increases ranging from 47% to 2000% for various client programmes
• +4 more outcomes

Named customers29 records

Segments10 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• ITA Group: ITA Group designs and manages enterprise sales-incentive, channel-loyalty and engagement programmes for global brands, making it the closest direct peer to Orangutan's bespoke incentive and loyalty consulting model.
• Brierley+Partners: Brierley+Partners is a loyalty and CRM strategy firm serving global brands, directly comparable to Orangutan's enterprise loyalty programme design and customer retention work.
• HMI Performance Incentives: HMI Performance Incentives specialises in incentive programme design and management for sales channels, dealers and employees, mirroring Orangutan's core sales-incentive consulting focus.
• HelloWorld: HelloWorld (formerly ePrize) delivers promotional marketing, loyalty and customer engagement programmes, overlapping directly with Orangutan's customer acquisition, referrals and incentive offerings.
• Kognitiv (formerly Aimia): Kognitiv operates enterprise loyalty technology and programme services, overlapping with Orangutan's subscription, membership and loyalty programme consulting.
• Maritz: Maritz is a long-established incentive, loyalty and engagement solutions provider serving large enterprises; it competes head-to-head with Orangutan for enterprise incentive and loyalty programme mandates.
• TLC Marketing: TLC Marketing is a global loyalty, incentive and engagement agency designing bespoke campaigns for major brands, comparable in scope to Orangutan's consulting-led incentive and loyalty offering.

Broad incumbents

• Blackhawk Network: Blackhawk Network is a large, established incentive and branded payments provider; it competes in adjacent incentive/reward distribution rather than bespoke programme design but targets the same enterprise buyers.
• Merkle: Merkle is a large data-driven marketing and customer experience agency that includes loyalty, CRM and customer engagement services within a much broader portfolio, competing for some of Orangutan's enterprise mandates.
• ICF Next: ICF Next provides marketing, loyalty and engagement consulting as part of a broader advisory portfolio, competing for enterprise loyalty and customer engagement work.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/orangutanuk1
• Facebookfacebook.com/orangutanuk
• LinkedInlinkedin.com/company/orangutan-tm-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Orangutan