What Cowry Consulting does

Cowry Consulting is a London-headquartered behavioural science consultancy founded in 2016, operating as a subsidiary of UK communications group VCCP Holdings Limited. The firm applies behavioural science, AI, and neurodesign methodologies — including EEG brainwave analysis and eye-tracking research — to help enterprises understand and influence how customers, employees and organisations make decisions. Its core technology stack centres on a suite of proprietary behavioural measurement and diagnostic frameworks, including ExperienceBQ (journey diagnostics), SegmentBQ (behavioural segmentation), ContextEQ (moment-of-choice optimisation), MemoryEQ (brand asset recall), ContentEQ (messaging clarity), Attention Mapping (AI-powered eye-tracking), and the Canvas/Conductor/Chorus platform for communications optimisation, all underpinned by branded methodologies such as C-Factors, SLICE, MINDSPACE, and EAST.

The company's offering spans six consulting verticals — Products & Propositions, Marketing & Communications, Digital & UX, Sales & Retention, Learning & Development, and Customer Service & Contact Centres — plus a Data & Insight practice covering biometric and psychometric research. A recurring revenue stream is generated through the Cowry Academy, a three-tier licensed training programme (Activate Foundation, Accelerate Masterclass, Apply Practitioner) sold on a cohort basis to enterprise clients. In 2024 Cowry launched Cowry Civic Solutions as a sister arm addressing the public sector, including charities, governments and international organisations. The firm has offices in London, New York, Singapore, Madrid, Prague, and Stoke-on-Trent and claims engagement across 18 countries.

Cowry's go-to-market is enterprise B2B professional services, monetised primarily through project-based consulting engagements supplemented by recurring Academy licensing. The client base of 25+ named enterprises spans financial services, retail, energy, utilities, travel, insurance, food & beverage, and public sector, including HSBC, Tesco, Amazon, Sky, British Gas, Aegon, Standard Life, OVO Energy, and the NHS. Pricing is not publicly disclosed. The firm has received three consecutive years of Financial Times UK Leading Consultancy recognition (2024-2026) and multiple industry awards, and operates without disclosed external funding as a self-funded unit within the VCCP Holdings group under CEO Ziba Goddard.

Name

Cowry Consulting

Legal name

VCCP Holdings Limited

Website

https://cowryconsulting.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Cowry Consulting is a London-based behavioural science consultancy (founded 2016, part of VCCP Holdings) that applies behavioural science, AI, and neurodesign to help enterprise clients across financial services, retail, energy, travel, insurance and the public sector improve customer decisions, sales, retention and digital experiences via project consulting and a licensed Academy training programme.

Ownership category

akta.pro rank

Product category

Management Consulting

NAICS

Management Consulting Services (54161), Marketing Consulting Services (541613)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Customer, Marketing & Sales Consulting (BPAHACAG)

akta.pro secondary industries

Financial Management & Performance Improvement Consulting (BPAHACAF), Operations & Process Improvement Consulting (BPAHACAB)

Keywords

• Behavioural science consulting
• Customer experience consulting
• Behavioural training programmes
• Neurodesign services
• Behavioural data insight

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Behavioral Science Consulting: Project-based consulting engagements applying behavioral science, AI, and design to solve complex business challenges across customer experience, sales, retention, digital, and communications
2. Cowry Academy Training: Capability building programmes including Foundation e-learning, Masterclass, and Practitioner courses delivered to organisations on a licence basis

Go-to-market motion1 record

Distribution channels1 record

Marketing channels9 records

Core offering

Cowry Consulting is a global behavioural science consultancy that sells project-based consulting engagements applying behavioural science, AI and neurodesign (including EEG brainwave analysis and eye-tracking) to solve customer experience, sales, retention, digital, communications and capability challenges. It complements this with the Cowry Academy training programme (Foundation, Masterclass, Practitioner), proprietary measurement frameworks (ExperienceBQ, SegmentBQ, ContextEQ, MemoryEQ, ContentEQ) and a public-sector sister arm called Cowry Civic Solutions.

Product overview

Cowry Consulting is a global behavioural science consultancy offering a portfolio of consulting services and training programmes. The core offering consists of consulting engagements across six business verticals: Products & Propositions, Marketing & Communications, Digital & UX, Sales & Retention, Learning & Development, Customer Service & Contact Centres, and Data & Insight. Supporting the consulting practice is the Cowry Academy, a three-tiered training programme comprising Foundation (Activate), Masterclass (Accelerate), and Practitioner (Apply) levels. Additional offerings include the Summer School (free student programme), Under the Hood career sessions, and Cowry Civic Solutions (public sector sister brand). The company also offers proprietary behavioural science frameworks including C-Factors, SLICE, MINDSPACE, and EAST.

Differentiator

Problem solved

Functional benefit

Brands

• Cowry Civic Solutions: Sister arm of Cowry Consulting focused on applying behavioural science to optimise public sector programme design and implementation for charities, governments and international organisations.

Products and services

• Cowry Academy - Activate (Foundation) Award-winning e-learning foundation course that introduces behavioural science fundamentals including the C-Factors mental shortcuts, System 1 & System 2 decision-making and ethics. Designed for psychology novices across business roles and delivered under organisation-wide licence (minimum cohort sizes, no individual licences).
• Cowry Academy - Accelerate (Masterclass) Three-pathway deep-dive masterclass programme (Teams, Leaders, Executives) covering behavioural models, biases, experimental design and ethics. Builds expert-level behavioural science capability through virtual or in-person facilitated sessions.
• Cowry Academy - Apply (Practitioner) Immersive practitioner programme where scholars apply behavioural science knowledge to a live work brief with expert consultant feedback and peer reviews. Includes a 1-day workshop and a 1-hour coaching session.
• Products & Propositions Consulting Behavioural intelligence consulting for product and proposition leaders covering proposition design, pricing and bundling, packaging and shelf design, naming and testing, and adoption and behaviour change.
• Marketing & Communications Consulting Behavioural science consulting for customer communications, digital experience, marketing and brand, and internal change communications. Includes Behavioural Toolkits and Evidence-led Iteration services.
• Digital & UX Consulting Behavioural science and neurodesign consulting to transform digital journeys, websites, apps, onboarding flows, self-serve journeys, and payment/checkout experiences for improved usability and conversion.
• Sales & Retention Consulting Behavioural science consulting for sales, retention and revenue teams to improve acquisition, conversion and loyalty through behaviourally intelligent experiences and conversation design.
• Learning & Development Consulting Capability programmes to create training that changes behaviour, supporting learning engagement, knowledge transfer, leadership capability, and sustained behaviour change through AI adoption support.
• Customer Service & Contact Centres Consulting Behavioural science consulting for contact centres covering conversation design, live chat and chatbots, physical environment, email and written comms, and quality and systems transformation.
• Data & Insight Consulting Transforms data into insight using behavioural intelligence, helping research and analytics teams uncover what drives behaviour through psychometric and biometric research techniques.
• Cowry Civic Solutions Sister arm of Cowry Consulting focused on applying behavioural science to optimise how charities, governments and international organisations work, extending private sector expertise to public sector challenges.

Quantifiable outcome

• 37:1 return on investment from behavioral capability programme (Aegon)
• +11 more outcomes

Named customers40 records

Segments9 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature14 records

Partnerships

One partnership is on record.

• IdomoocoreTechnology or IntegrationCowry partnered with Idomoo, a leader in personalised video technology, to create dynamic behaviourally-optimised pension video summaries for Aegon. The partnership combined Cowry's behavioral science expertise with Idomoo's personalised video technology to transform traditional pension statements into engaging digital experiences using customer-specific pension data.

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• C Space: Customer intelligence and insights agency using ongoing private communities and behavioral research to inform product and marketing decisions — comparable as an incumbent offering customer-behavior research adjacent to Cowry's segmentation and insight work.
• PA Consulting: Global consulting firm with a broad management consulting, technology, and innovation practice that increasingly applies behavioral science and design — comparable as an enterprise consulting incumbent that competes with Cowry for behavioral and CX mandates.
• IDEO: Global design and innovation consultancy applying human-centered and behavioral design to product, service, and digital experience work — comparable as a broad design-led incumbent that overlaps Cowry's Digital & UX and customer-experience offerings.
• McKinsey & Company: Global management consulting incumbent whose Behavioral Science and Customer practices compete with Cowry for enterprise behavioral transformation engagements — comparable as a broad incumbent entering Cowry's specialist niche.

Direct peers

• BEworks: Canada-founded commercial behavioral economics consultancy applying behavioral science to marketing, product design, and financial services — directly comparable to Cowry's customer, marketing, sales, and product-propositions practice.
• Irrational Group: Swiss/UK-rooted behavioral consulting firm applying behavioral science to marketing, product, and pricing decisions for major brands — directly comparable to Cowry's customer, marketing, and propositions consulting in financial services and consumer industries.
• ideas42: Nonprofit behavioral science consultancy applying insights from economics and psychology to global challenges across financial inclusion, health, and consumer finance — directly comparable to Cowry's behavioral economics approach across finance, retail, and public sector clients.
• PEAK Decision Science: Behavioral science consultancy focused on financial services and consumer engagement, applying research-driven insights to improve customer outcomes — closely comparable to Cowry's financial services specialization and behavioral diagnostic frameworks.
• The Behavioural Insights Team (BIT): UK-headquartered behavioral science consultancy originally spun out of the UK government that applies 'nudge' methodology to public-sector and enterprise clients — directly comparable in mission and methods to Cowry's behavioral science consulting and Cowry Civic Solutions public-sector work.
• The Decision Lab: Canadian applied behavioral science consultancy applying behavioral insights to business, public policy, and consumer challenges — directly comparable to Cowry in methodology, tools, and breadth of enterprise and public-sector use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/cowry-consulting
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• Facebookfacebook.com/Cowry-Consulting-1680409982243297

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 Cowry Consulting