Baker Goodchild
Baker Goodchild is a UK mailing house, founded 1995 in Birmingham, providing end-to-end direct mail, transactional mail, print, postage optimisation, and data cleansing services to 600+ regulated and enterprise clients, supported by proprietary CRiSP, RightTrack, and ADPS tooling plus the frankk. self-serve platform.
- Company typePrivate
- Founded1995
- HeadquartersBirmingham, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Baker Goodchild does
Baker Goodchild Direct Marketing Ltd is a UK-based mailing house established in 1995, operating from a single Birmingham production facility and serving more than 600 businesses across regulated and high-volume communications sectors. Its core offerings cover direct mail, transactional mail, print production (up to 1.2 million pages per day), postage optimisation, data cleansing, and automation/API integration, delivered end-to-end in-house from creative and data processing through fulfilment and postage.
The technology stack combines Canon imagePRESS V1350 and varioPRINT 140 presses with Ricoh Pro C7500 series production hardware, layered with proprietary software including the CRiSP carrier optimisation tool, RightTrack Mailmark-based delivery prediction platform, and the in-house Automated Data Processing System (ADPS). Variable Data Printing enables per-recipient personalisation of text, imagery, and offers from client data. The company also operates frankk., a proprietary web-to-print SaaS platform providing a self-serve channel for SMB and individual senders.
Revenue is generated on a per-job, per-page, or per-record transaction basis across six streams: direct mail, transactional mail, print services, postage services, data cleansing, and the frankk. self-serve platform. Pricing is quote-based, with a 1,000-item minimum, sold through dedicated enterprise account teams, inside sales via a 0800 number, and online quote requests. Primary vertical focus areas are financial services and debt recovery, with secondary coverage of public sector, charities, retail, telecoms/utility, automotive, property, travel, education, and leisure. The business holds ISO 9001, 14001, 27001, 45001, and 50001 certifications, Cyber Essentials Plus, FSC and carbon-neutral status, and memberships in DMA, BPIF, MCA+, and IPIA.
Baker Goodchild firmographics
Firmographics- Name
- Baker Goodchild
- Legal name
- Baker Goodchild Direct Marketing Ltd
- Website
- https://bakergoodchild.co.uk
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Baker Goodchild is a UK mailing house, founded 1995 in Birmingham, providing end-to-end direct mail, transactional mail, print, postage optimisation, and data cleansing services to 600+ regulated and enterprise clients, supported by proprietary CRiSP, RightTrack, and ADPS tooling plus the frankk. self-serve platform.
- Ownership category
- akta.pro rank
Where Baker Goodchild is headquartered
LocationHeadquarters
- HQ city
- Birmingham
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Baker Goodchild business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Direct Mail Services: End-to-end direct mail campaign services including creative, data, print, fulfilment and postage. Revenue generated per project/job based on volume, personalisation, and complexity.
- Transactional Mail Services: Print, process and post critical communications such as statements, invoices, debt recovery letters, and utility bills. Priced per communication item with volume-based discounts.
- Print Services: In-house high-volume print production at up to 1.2 million pages per day, with no minimum order quantity, generating revenue per page or per print job.
- Postage Services: Postal optimisation and sortation services leveraging carrier relationships to secure bulk postage discounts. Revenue derived from the cost differential between retail and bulk postage rates.
- Data Cleansing Services: Data cleaning, deduplication, validation and segmentation services for mailing lists, charged per record processed or as part of bundled service packages.
- frankk. Self-Serve Platform: frankk. is a web-to-print SaaS platform enabling customers to self-manage print and mail orders directly through the platform, generating revenue per transaction processed.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | No tiered pricing structure publicly available — all pricing is quote-based tailored to volume, complexity, and service requirements. |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Baker Goodchild product offering
Product offeringCore offering
Baker Goodchild is a UK mailing house that delivers end-to-end direct mail, transactional mail, high-volume print production, postage optimisation, data cleansing, and automation/API integration services. It operates an in-house Birmingham production facility with up to 1.2 million pages per day capacity, supported by the proprietary CRiSP carrier optimisation tool, RightTrack tracking platform, and ADPS automation system. The company also offers frankk., a self-serve web-to-print SaaS platform for businesses to create, personalise, and order direct mail online.
Product overview
Baker Goodchild is a UK-based mailing house offering a unified suite of print, mail, and postal services. The core offering comprises Direct Mail Services, Transactional Mail Services, Automation & Integration Services, Postage Services, Data Cleansing Services, and Print Services—all handled in-house from creative and data processing through to print, fulfilment, and postage. The company also operates frankk., a proprietary web-to-print SaaS platform for self-service mail ordering, alongside internal tools including CRiSP (carrier optimisation) and RightTrack (mail tracking). The portfolio is unified by in-house automation and API integration capabilities that connect client systems to the production workflow.
Differentiator
Problem solved
Functional benefit
Brands
- frankk: A desktop-to-doorstep direct mail platform allowing users to create, manage, and send business mail from a web-based platform.
Products and services
- Direct Mail Services End-to-end direct mail campaign management covering creative design, data processing, print production, fulfilment, and postage, targeted at UK businesses running marketing campaigns needing personalised mail at scale.
- Transactional Mail Services Print, processing and posting of critical business communications such as statements, invoices, debt recovery letters, and utility bills for regulated industries; ISO 27001 and Cyber Essentials Plus certified for secure handling.
- Automation & Integration Services API integration and automation capabilities that connect client systems to Baker Goodchild's production workflow, reducing manual processing, cutting costs, and removing risk of human error; supports QR codes, PURLs, and CRM integrations.
- Postage Services In-house sortation and postage optimisation services using the proprietary CRiSP carrier optimisation tool to find the best postage rates across a network of carriers, with reported savings of up to 40% for switching businesses.
- Data Cleansing Services Mailing list cleaning, deduplication, validation, and segmentation services to ensure data accuracy, improve campaign effectiveness, and ensure GDPR-compliant data handling for UK businesses.
- Print Services High-quality in-house print production for direct mail campaigns, financial statements, compliance documents, brochures, catalogues, postcards, and leaflets, with full-colour capacity of up to 1.2 million pages per day and no minimum order quantity.
- frankk. Web-to-Print SaaS Platform Desktop-to-doorstep self-serve direct mail SaaS platform that enables customers to create, personalise, and send business mail through a user-friendly web interface without engaging the sales team; targeted at SMBs and individuals needing on-demand mailings.
Quantifiable outcome
- Up to 40% postage cost savings for businesses switching to Baker Goodchild
- +4 more outcomes
Companies that use Baker Goodchild
Customer profileNamed customers14 records
Segments12 records
Ideal customer profiles5 records
Baker Goodchild technology and API
TechnologyTechnology focussed No
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature5 records
Baker Goodchild partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- CanoncoreCanon imagePRESS V1350 and varioPRINT 140 presses installed at Baker Goodchild's Birmingham facility as part of a strategic production technology upgrade, significantly increasing production capacity and efficiency while enhancing print quality. Combined with Canon's PRISMA software, these presses create a deeply connected end-to-end workflow.
- RicohcoreRicoh Pro C7500 series production presses installed as part of a deepening partnership, achieving 400% productivity uplift. Speciality toner options including gold and neon enable premium finishes. Simplified workflows and self-maintenance features reduce operational burden. This partnership has been featured in Ricoh's own case studies.
- Royal MailcoreBaker Goodchild works closely with Royal Mail to ensure smooth transition during USO reform. Uses Royal Mail's postal network for mail delivery and accesses DSA (Downstream Access) bulk postage discounts through Royal Mail's network. Engages directly with Royal Mail to gather data on walk patterns and delivery routes for accurate campaign planning.
- frankk.corefrankk. is a Baker Goodchild company — a web-to-print SaaS platform that Baker Goodchild developed and operates as a self-serve channel for direct mail ordering. It integrates with Baker Goodchild's production infrastructure.
Scale indicators6 records
Recent moves5 records
Expansion highlights5 records
Baker Goodchild competitors and assessment
Company assessmentBroad incumbents
- HH Global: HH Global is a large global marketing services group offering outsourced print, direct mail, and creative production for major brands. It operates as a broader incumbent with wider portfolio capabilities than Baker Goodchild, but overlaps on direct mail production and campaign execution.
- Communisis: Communisis is a UK-headquartered customer communications and marketing production company (now part of HH Global), specialising in transactional print and customer communications management for regulated industries, overlapping with Baker Goodchild's financial services and utilities business.
Emerging players
- Stamps.com: Stamps.com (now part of Auctane) provides USPS postage, mailing, and shipping software solutions for SMBs and enterprises, offering overlapping postage optimisation and mailing automation capabilities with Baker Goodchild's CRiSP and API-driven mail services.
- Lob: Lob is a US-based SaaS platform providing direct mail automation via API, enabling businesses to programmatically send postcards, letters, and mailers. It overlaps with Baker Goodchild's frankk. platform and API integration capabilities but serves a digitally-native customer base.
- Click2Mail: Click2Mail is a US web-to-print and direct mail SaaS platform that enables SMBs and individuals to upload, personalise, and mail documents online, comparable to Baker Goodchild's frankk. self-serve offering.
- Postable: Postable is a US-based online direct mail service for small businesses, enabling customers to send postcards and letters via a self-serve web platform, comparable to Baker Goodchild's frankk. self-serve model targeting SMB customers.
Direct peers
- The Mailing House: The Mailing House is a UK mailing house offering direct mail, fulfilment, and postage services to businesses, competing directly with Baker Goodchild in the mid-market and SMB segments of UK direct mail.
- Whistl: Whistl is one of the UK's largest mailing houses, offering end-to-end direct mail, transactional mail, and door-drop media services to enterprise clients. It directly competes with Baker Goodchild across the same regulated B2B segments including financial services, retail, and public sector.
- Springfields Premier Xpress (SPX): Springfields Premier Xpress (SPX) is a UK print and mail fulfilment provider offering direct mail, transactional mail, and high-volume print production, directly comparable to Baker Goodchild's enterprise print and mail services.
- Citipost Mail: Citipost Mail is a UK-based mailing house providing direct mail, transactional mail, and postal optimisation services, directly comparable to Baker Goodchild's transactional and regulated-industry mail offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Baker Goodchild social profiles
Digital presenceBaker Goodchild compliance and trust
Trust signalCompliance9 records
Baker Goodchild financial estimates
Financial estimateRevenue estimate
Valuation estimate
Baker Goodchild leadership team
Management profileNumber of profiles
Profiles1 record
Baker Goodchild funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Baker Goodchild 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 Baker Goodchild
What does Baker Goodchild do?
Baker Goodchild is a UK mailing house that delivers end-to-end direct mail, transactional mail, high-volume print production, postage optimisation, data cleansing, and automation/API integration services. It operates an in-house Birmingham production facility with up to 1.2 million pages per day capacity, supported by the proprietary CRiSP carrier optimisation tool, RightTrack tracking platform, and ADPS automation system. The company also offers frankk., a self-serve web-to-print SaaS platform for businesses to create, personalise, and order direct mail online.
Is Baker Goodchild a public or private company?
Baker Goodchild is a private company. It is classified as unknown and is currently operating.
When was Baker Goodchild founded?
Baker Goodchild was founded in 1995. It employs 11 to 50 people.
Where is Baker Goodchild based?
Baker Goodchild is headquartered in Birmingham, United Kingdom, in the Europe region.
How does Baker Goodchild make money?
Six revenue lines are on record. Direct Mail Services are the primary driver. The others are transactional Mail Services, print Services, postage Services, data Cleansing Services and frankk. Self-Serve Platform.
Who are Baker Goodchild's main competitors?
Broad incumbents on record are HH Global and Communisis. Emerging players are Stamps.com, Lob, Click2Mail and Postable. Direct peers are The Mailing House, Whistl, Springfields Premier Xpress (SPX) and Citipost Mail.
Does Baker Goodchild have an API?
Yes. Baker Goodchild offers automation and API integration capabilities that connect seamlessly with existing systems. The company develops bespoke APIs for clients (e.g., connecting to HubSpot for real-time data collection), enabling automated data processing, secure file transfers, and triggered communications. API integration reduces manual processing, cuts costs, and removes human error by pulling live customer data securely, validating records before production, applying suppression rules, generating audit trails, and triggering communications automatically.