Social Mobility Pledge

Name

Social Mobility Pledge

Legal name

Crowne Associates Ltd

Website

https://socialmobilitypledge.org

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

The Social Mobility Pledge is a UK-based charity coalition founded in 2018, encouraging 800+ businesses and universities to commit to social mobility principles across outreach, access, recruitment, and career progression, collectively covering 8 million employees and students.

Ownership category

akta.pro rank

Product category

Social Mobility Advocacy

NAICS

Social Advocacy Organizations (81331), Human Rights Organizations (813311), Social Advocacy Organizations (8133)

SIC

Services-Social Services (8300), Services-Membership Organizations (8600)

akta.pro primary industry

College Access, Scholarships & Student Success Nonprofits (BPAGADAE)

akta.pro secondary industries

Social Justice & Human Rights Grantmaking Foundations (BPAGAKAN), Dropout Prevention, Alternative Education & Re-Engagement Nonprofits (BPAGADAL)

Keywords

• Social mobility campaign
• Workforce diversity coalition
• Social impact advocacy
• Corporate responsibility pledge
• Employment equity programs

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Coalition Membership: The Social Mobility Pledge operates as a free coalition campaign. Organizations join voluntarily at no cost to commit to social mobility principles covering outreach, access, recruitment, and progression. The organization is run by This Is Purpose (part of Crowne Associates) and appears to be funded through the founders' involvement and partner contributions rather than direct revenue generation.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

The Social Mobility Pledge is a free coalition campaign where businesses and universities voluntarily commit to a four-pillar framework—Outreach (partnering with schools), Access (work experience and apprenticeships), Recruitment (fair, name-blind practices), and Progression (career advancement, added in 2024). The campaign provides signatories with a network, downloadable pledge assets, advisory Opportunity Action Plans, and access to the coalition's events and content. It is operated by This Is Purpose, part of Crowne Associates Ltd.

Product overview

The Social Mobility Pledge operates as a campaign coalition rather than a traditional software product. Its core offering is the Social Mobility Pledge itself—a commitment framework where organizations pledge to three (later four) pillars: outreach (partnering with schools), access (work experience and apprenticeships), recruitment (fair hiring practices), and progression (2024 addition). The organization supplements this with downloadable certificate and logo assets for signatories, an Opportunity Action Plans advisory service for deeper organizational commitment, and the forthcoming Open Door recruitment platform. No technology product or SaaS platform is offered—the organization functions as a policy and advocacy coalition connecting businesses and universities.

Differentiator

Problem solved

Functional benefit

Products and services

• Social Mobility Pledge

Quantifiable outcome

• 800+ organizations globally have made their Social Mobility Pledge
• +2 more outcomes

Named customers8 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

32 partnerships are on record, tiered core and minor.

• Sutton TrustcoreStrategic or Co-development PartnerSince 1997, The Sutton Trust has worked to address low levels of social mobility, championing social mobility from birth to the workplace. They run engaging programmes in partnership with universities and employers that give students practical advice.
• The Big IssuecoreStrategic or Co-development PartnerFrom an award-winning magazine offering employment opportunities to people in poverty, to a multi-million pound social investment business supporting enterprise to drive social change. For over 25 years The Big Issue Group has strived to dismantle poverty through creating opportunity.
• Social Mobility CommissioncoreStrategic or Co-development PartnerThe Social Mobility Commission monitors progress towards improving social mobility in the UK and promotes social mobility in England. Its responsibilities include publishing an annual report, carrying out research, and providing advice to ministers.
• Speakers for SchoolscoreStrategic or Co-development PartnerFounded in 2011 by ITV's Political Editor Robert Peston, Speakers for Schools aims to end educational inequality by giving all young people access to the same prestigious networks available to top fee-paying schools through talks and work experience programmes.
• The Careers & Enterprise CompanycoreStrategic or Co-development PartnerThe national organisation established by government in 2015 with the mission to prepare and inspire young people for the fast-changing world of work by linking schools and colleges to employers through the Enterprise Adviser Network and Careers Hubs.
• Inspiring the FuturecoreStrategic or Co-development PartnerGives young people the opportunity to meet face-to-face with role models doing interesting, exciting jobs. Using their online match-making platform, they connect schools and colleges with appropriate volunteers from a range of sectors.
• British Chambers of CommerceminorStrategic or Co-development PartnerThe BCC sits at the heart of a business network spanning the length and breadth of the UK, with links to markets across the world. Chambers provide a voice to the business communities they represent.
• Social Mobility Business Partnership (SMBP)minorStrategic or Co-development PartnerDedicated to broadening access to the legal and accountancy professions by delivering work insight, skills training, and ongoing coaching support to secondary state school students from low income backgrounds.
• Young EnterpriseminorStrategic or Co-development PartnerMakes the connection between school and the world of work, enabling young people to develop knowledge and attitudes needed to succeed, building on 8 key skills: Communication, Confidence, Financial Capability, Initiative, Organisation, Problem-solving, Teamwork and Resilience.
• upReachminorStrategic or Co-development PartnerA charity that works in close partnership with employers and universities to improve access to professional jobs by supporting disadvantaged undergraduates with an intensive programme of support.
• Clean SheetminorStrategic or Co-development PartnerA charity with one purpose: to support people with convictions into employment, training or volunteering. They work with Employers to guide their members into sustainable employment.
• Career ReadyminorStrategic or Co-development PartnerBelieves every young person should have the skills, confidence and opportunity to enjoy a rewarding future. Works across the UK to connect disadvantaged young people with the world of work.
• DLA PipercoreStrategic or Co-development PartnerPartner organization that worked with the Social Mobility Pledge on a Levelling Up Law initiative and launched a Social Mobility Insight Report in February 2020.
• Sainsbury'scoreStrategic or Co-development PartnerMajor UK retailer and partner organization committed to the levelling up agenda and social mobility through the Social Mobility Pledge.
• United UtilitiescoreStrategic or Co-development PartnerPartner organization that launched the 'Opportunity on Tap' initiative in partnership with the Social Mobility Pledge, focusing on social mobility through their workforce and community programs.
• Standard Life AberdeencoreStrategic or Co-development PartnerPartner organization committed to social mobility, supporting over 1000 apprentices through various programmes and participating in the Edinburgh Guarantee Scheme.
• SSEcoreStrategic or Co-development PartnerPartner organization that published a report on reducing the opportunity gap and supporting the levelling up agenda in partnership with the Social Mobility Pledge.
• Amey plcminorStrategic or Co-development PartnerPartner organization of the Social Mobility Pledge committed to social mobility initiatives.
• University of Central LancashireminorStrategic or Co-development PartnerPartner university committed to social mobility through the Social Mobility Pledge.
• Compass GroupminorStrategic or Co-development PartnerPartner organization of the Social Mobility Pledge committed to social mobility initiatives.
• Curtins Consulting LtdminorStrategic or Co-development PartnerPartner organization of the Social Mobility Pledge committed to social mobility initiatives.
• Direct LineminorStrategic or Co-development PartnerPartner organization of the Social Mobility Pledge committed to social mobility initiatives.
• DraxminorStrategic or Co-development PartnerPartner organization that supported home learning for local schools by providing laptops with internet access during COVID-19.
• Everton FCminorStrategic or Co-development PartnerPartner organization of the Social Mobility Pledge committed to social mobility initiatives.
• Explore LearningminorStrategic or Co-development PartnerPartner organization of the Social Mobility Pledge committed to social mobility initiatives.
• Hogan LovellsminorStrategic or Co-development PartnerPartner organization of the Social Mobility Pledge committed to social mobility initiatives.
• MearsminorStrategic or Co-development PartnerPartner organization that developed a Social Impact Opportunity Action Plan, setting the standard on social impact.
• PersimmonminorStrategic or Co-development PartnerPartner organization that developed an Opportunity Action Plan focused on unlocking opportunity through their operations.
• Sewell GroupminorStrategic or Co-development PartnerPartner organization of the Social Mobility Pledge committed to social mobility initiatives.
• ShoosmithsminorStrategic or Co-development PartnerPartner organization that developed a Social Mobility Action Plan and has been a signatory since 2018.
• This Is PurposecoreImplementation/ SI/ Consulting PartnerThe organization that runs the Social Mobility Pledge campaign. Part of Crowne Associates, they manage the campaign operations, partner relationships, and campaign strategy.
• Working Options in EducationminorStrategic or Co-development PartnerA charity that helps young people (14-18) to aim high and fulfil their potential, focusing on engaging young people from high deprivation areas with employability and life skills programmes delivered in schools, colleges and online.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• The Prince's Trust: Major UK youth charity supporting education, employment, and enterprise for disadvantaged young people. It is a broad incumbent peer because it operates at much larger scale in the same social mobility / opportunity space, working with corporate partners and government on related programs.
• Business in the Community: UK business-led membership organization tackling inequality and social issues, including social mobility, through employer programs and campaigns. It is a broad incumbent peer because it competes for the same corporate CSR/DEI budgets and employer attention across overlapping themes.
• Social Mobility Commission: Statutory body that monitors and advises on social mobility in the UK. It is a broad incumbent peer because it operates across the same mission space, engages employers and universities, and is a listed strategic partner, while having a much wider formal remit including research and government advisory functions.

Direct peers

• Speakers for Schools: UK charity giving young people access to employer talks and work experience, founded by Robert Peston. It is a direct peer because it works with the same employer and university signatories to deliver social mobility outcomes, and is a core delivery partner of the Social Mobility Pledge.
• Social Mobility Foundation: UK charity that supports high-achieving students from low-income backgrounds into leading universities and professions through employer and university partnerships. It is a direct peer because it targets the same social mobility outcomes, often engaging the same FTSE-grade employer signatories.
• The Careers & Enterprise Company: Government-established organization linking schools and colleges to employers via the Enterprise Adviser Network and Careers Hubs. It is a direct peer because it serves the same employer-school connection function central to the Pledge's outreach and access pillars, and is a core strategic partner.
• upReach: UK charity supporting disadvantaged undergraduates into professional employment through employer and university partnerships. It is a direct peer because it works with the same employer signatories on access and progression outcomes, and is a listed delivery partner of the Social Mobility Pledge.
• Sutton Trust: UK charity focused on improving social mobility through research, programs, and policy, partnering with universities and employers. It is a direct peer because it operates in the same social mobility space, serves overlapping employer and university signatories, and is listed as a core strategic partner of the Social Mobility Pledge.
• Inspiring the Future: UK initiative connecting schools and colleges with employee volunteers from a range of sectors through an online match-making platform. It is a direct peer because it delivers on the Pledge's outreach pillar via the same employer-school model, and is a core delivery partner.
• Career Ready: UK charity connecting disadvantaged young people with the world of work through employer mentoring, internships, and masterclasses. It is a direct peer because it delivers on the same outreach and access pillars as the Pledge, and is a listed delivery partner.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/smpledge

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Social Mobility Pledge