Ethical Healthcare

What Ethical Healthcare does

Ethical Healthcare (legally Ethical Healthcare Consulting Ltd.) is a UK-based health informatics consultancy founded in 2016 by Thomas Webb, headquartered in Leeds and operating exclusively across England (with one engagement in Jersey). The firm provides digital transformation consulting services to NHS organisations — acute, community, mental health, and ambulance trusts, Integrated Care Systems and Boards, and national bodies such as NHS England and the Department of Health and Social Care — and, more recently, to digital health SMEs seeking NHS market entry. Its service portfolio is organised around four pillars: Transformation (system consolidation and strategy), Usability and Optimisation (EPR optimisation and clinical-system usability), Deployment (procurement and implementation of EPRs, diagnostics, and corporate systems), and Innovation and Partnerships (supporting health-tech innovators through NHS procurement and adoption). A flagship research asset is the NHS Supported People EPR Usability Survey, designed and delivered in partnership with NHS England and KLAS Research, which reached 23,622 NHS staff in 2024 and provides the largest clinical user research dataset in the NHS. The firm also operates Minerva, a 10-month women's leadership development programme priced at £3,500 plus VAT per participant.

The company is privately held with no disclosed external funding, founder-led with a leadership team drawn entirely from senior NHS backgrounds (former CDIOs, CIOs, CNIOs, and Chief Nurses), and a broader network of roughly 25 associates. Its commercial model is professional services — quote-based, project-based consulting engagements scoped and delivered by the core team plus variable associate capacity, supplemented by the fixed-price Minerva programme. GTM is sales-led and relationship-driven: direct outreach to NHS organisations, thought leadership through research publications and case studies, and presence at healthcare technology conferences such as Rewired and HIMSS23Europe. Customer outcomes documented in case studies include £850k+ procurement savings for Northumbria Healthcare NHS Trust, 1,250 virtual ward bed capacity across Greater Manchester, 110 NHS services mapped for Oxford Health, and national EPR usability research across 40+ NHS organisations. The firm positions itself as a values-driven, non-profit-aligned alternative to traditional consultancies, with explicit emphasis on reinvesting expertise back into the NHS rather than extracting profit.

Name

Ethical Healthcare

Legal name

Ethical Healthcare Consulting Ltd.

Website

https://ethicalhealthcare.org.uk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Ethical Healthcare is a UK health informatics consultancy founded in 2016 that provides digital transformation, EPR usability, deployment, and innovation advisory services to NHS trusts, ICBs, NHS England, and digital health innovators across England.

Ownership category

akta.pro rank

Product category

Healthcare IT Consulting

NAICS

Other Scientific and Technical Consulting Services (54169)

SIC

Services-Health Services (8000), Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Governance, Risk & Compliance (GRC) + HIPAA/HITRUST/ISO Readiness (HLACAJAJ)

akta.pro secondary industries

Consent, Preference & Data Rights Management (incl. HIPAA/GDPR support) (HLACAIAG), Care Team Collaboration, Secure Messaging & Clinical Communication within EHR (HLACAAAK)

Keywords

• Digital health consulting
• NHS transformation services
• EPR implementation support
• Clinical safety consulting
• Health informatics advisory

Headquarters

HQ city

Matfen

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Healthcare Consulting Services: Professional consulting services for digital health transformation, including EPR implementation support, usability optimisation, deployment, transformation strategy, and innovation partnerships. Revenue is generated through project-based consulting engagements with NHS organisations, ICBs, and healthcare providers.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels6 records

Core offering

Ethical Healthcare is a health informatics consultancy that delivers digital transformation services to NHS organisations, Integrated Care Systems, and digital health innovators. Its work spans EPR (Electronic Patient Record) implementation, usability optimisation, clinical safety assessment, deployment and procurement support, and behaviour change campaigns. The firm supplements consulting with two additional offerings: the Minerva women's leadership development programme and the national EPR Usability Survey research programme conducted in partnership with NHS England and KLAS Research.

Product overview

Ethical Healthcare offers a portfolio of consulting services for NHS digital transformation, organized into four main service areas: Transformation (system integration and consolidation), Usability and Optimisation (EPR optimisation and clinical system improvement), Deployment (EPR, diagnostics and corporate system implementation), and Innovation and Partnerships (supporting digital health innovators). Additional offerings include the Minerva Leadership Programme for women in healthcare, and the EPR Usability Survey research programme conducted with NHS England and KLAS Research. The firm provides hands-on digital transformation support rather than a software product platform.

Differentiator

Problem solved

Functional benefit

Brands

• Minerva: A leadership development programme for women working towards or entering senior leadership positions, lasting 10 months with face-to-face and virtual learning opportunities, coaching, and networking support.

Products and services

• Transformation

Quantifiable outcome

• Up to £1m per year saved in staff turnover through improved EPR usability
• +8 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered flagship, core and minor.

• NHS EnglandflagshipStrategic or Co-development Partner · 1 January 2024Commissioned Ethical Healthcare to design and deliver the first ever NHS Supported People EPR Usability Survey in partnership with KLAS Research. Survey reached 23,622 NHS staff across all settings in England.
• KLAS ResearchflagshipStrategic or Co-development Partner · 1 January 2021Partnership to design, develop and run the NHS Supported People EPR Usability Survey. Enables international benchmarking through KLAS Arch Collaborative programme.
• Royal CollegescoreGTM or Marketing PartnerNational advocacy campaign partners for EPR usability research. Royal Colleges supported outreach to clinical leaders to encourage participation in survey and raise awareness.
• WeNursesminorGTM or Marketing PartnerAdvocacy partner for national EPR usability survey campaign, supporting social media outreach and nursing community engagement.
• Digital Health NetworkcoreGTM or Marketing PartnerPartnership for national advocacy campaign, enabling engagement with CIOs and CCIOs across NHS digital leadership community.
• NHS Digital AcademycoreGTM or Marketing PartnerPartner in advocacy campaign for EPR usability survey, helping reach digital health leaders and clinical informatics professionals.
• techUKcoreStrategic or Co-development PartnerJoint workshops with EPR suppliers on areas of unmet need identified through usability survey results. Enables constructive engagement between NHS and technology suppliers.
• uPerformminorStrategic or Co-development PartnerJoint presentation at HIMSS23Europe on EMR training impacts. uPerform sponsored the presentation on clinician adoption, proficiency and satisfaction.
• 6BcoreImplementation/ SI/ Consulting PartnerPartnership with 6B and their integration partner to deliver interoperability review for NHS Dorset ICB across the Dorset ICS.
• McMillan AssociatescoreImplementation/ SI/ Consulting PartnerCo-delivery partner for Minerva women's leadership development programme. Zoe Nicholl from McMillan Associates co-leads the programme alongside Dr Amanda Thornton from Ethical Healthcare.
• Kaleidoscope CFAminorImplementation/ SI/ Consulting PartnerVideo production partner for PCN innovation case study project. Produced long-form video for NHS England South East primary care transformation programme.
• Health Innovation ManchestercoreStrategic or Co-development PartnerCommissioned Ethical Healthcare to design and deliver virtual wards behaviour change and communications campaign across Greater Manchester, achieving 1,250 bed capacity.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Deloitte: Big 4 firm with a dedicated UK NHS and healthcare digital transformation practice covering strategy, procurement, and EPR-related advisory. Comparable in transformation and procurement consulting but serves broader markets and competes from a global delivery platform.
• PA Consulting: Global innovation and transformation consultancy with a strong NHS and healthcare technology practice covering digital strategy, EPR, and clinical innovation. Overlaps with Ethical Healthcare's NHS-focused transformation work but operates as part of a much broader portfolio across industries.
• Accenture: Global consulting firm with a substantial UK NHS digital health practice covering EPR implementations, cloud transformation, and large-scale change programmes. Overlaps with Ethical Healthcare's transformation, deployment, and optimisation services but operates across broader industries and at significantly larger scale.

Direct peers

• NHS Arden & GEM Commissioning Support Unit: NHS-owned Commissioning Support Unit providing digital, data, and transformation consultancy services to NHS organisations. Comparable as an NHS-affiliated advisory body competing for similar digital transformation and procurement support mandates.
• Ideal Health: UK healthcare consultancy specialising in EPR implementation, clinical engagement, and digital transformation for NHS organisations. Directly comparable in service portfolio (EPR deployment, usability, change management) and target customer segment (NHS Trusts and ICSs).
• BJSS: UK IT consultancy with a significant healthcare and NHS practice delivering digital transformation, EPR integration, and data platform programmes. Comparable in NHS-focused digital delivery, though typically operating at larger scale and contract size than Ethical Healthcare.
• Apira: UK health informatics consultancy offering digital strategy, EPR implementation, and data services to NHS and healthcare organisations. Similar scale and customer base, with comparable focus on NHS digital transformation programmes and clinical system deployment.
• Stalis: UK health data and informatics consultancy providing EHR data migration, integration, and analytics services to NHS Trusts and healthcare providers. Comparable in NHS-facing informatics consulting with overlap in EPR deployment and clinical system optimisation.
• Channel 3 Consulting: UK-based, NHS-focused digital health transformation consultancy of comparable size. Provides similar services around EPR implementations, digital strategy, and procurement support for NHS Trusts and ICSs, making it the closest direct competitor in scope, customer base, and delivery model.
• ReStart Consulting: UK-based health informatics consultancy focused on EPR/EHR implementations, interoperability, and digital transformation across NHS and broader healthcare. Comparable in delivery of technical and change-management consulting for EPR programmes.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/ethicalhealthuk
• LinkedInlinkedin.com/company/ethical-healthcare-consulting-cic

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 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 Ethical Healthcare