Wadds Inc.
Wadds Inc. is a UK-based boutique professional advisory firm founded in 2022 that serves PR agencies and in-house communications teams through training courses, executive coaching with DISC profiling, an invitation-only peer advisory group (PRogress), and collaborative industry research.
- Company typePrivate
- Founded2022
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Wadds Inc. does
Wadds Inc. is a UK-registered professional advisory firm founded in 2022 by Stephen Waddington, a former CIPR President and PhD researcher at Leeds Business School. The firm serves two primary customer segments: in-house communications directors seeking to elevate the comms function into a strategic management discipline, and PR agency founders and leaders seeking to build differentiated, future-proof market propositions. Its portfolio of services comprises three structured online training courses (Communications Management and Leadership, Financial Literacy for Communicators, and AI for Public Relations) priced at £495-£850+VAT per participant with cohorts capped at 6-8, executive coaching with DISC profiling accredited by the Coaching Academy, and bespoke in-house training programmes.
Revenue is generated across four streams: professional training (one-time course fees and bespoke in-house delivery), advisory and coaching (consulting and executive coaching engagements), PRogress membership (invitation-only recurring peer advisory group chaired by Alison Clarke), and research and reports (collaborative publications with CIPR, PRCA, AMEC, PR Network, NewsWhip, Vuelio, and Brew). The business operates from two UK offices in Newcastle upon Tyne (HQ) and London, with broader EMEA reach via online delivery and international research collaborations.
Distribution is direct and dual-track: a self-serve online store for public cohorts and direct enterprise sales for private delivery, PRogress membership, and coaching. The go-to-market is content-led and community-driven, anchored on Stephen Waddington's industry standing, a Substack newsletter read by 5,000+ practitioners, 50+ authored/edited publications, and active participation in CIPR and PRCA panels. The company's growth signals include an expanding research partnership roster (2022-2025) and productized extension into AI governance advisory through the proprietary Seven-Stage AI Adoption Framework.
Wadds Inc. firmographics
Firmographics- Name
- Wadds Inc.
- Legal name
- Wadds Inc.
- Website
- https://wadds.co.uk
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Wadds Inc. is a UK-based boutique professional advisory firm founded in 2022 that serves PR agencies and in-house communications teams through training courses, executive coaching with DISC profiling, an invitation-only peer advisory group (PRogress), and collaborative industry research.
- Ownership category
- akta.pro rank
Where Wadds Inc. is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Wadds Inc. business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Training Programmes: Online training courses delivered to small cohorts (maximum 6-8 participants). Courses include Communications Management and Leadership (£850+VAT full day), Financial Literacy (£495+VAT half day), and AI for Public Relations (£850+VAT full day). Courses can also be delivered privately to in-house teams and agencies.
- Advisory Services: Professional advisory services for agencies and in-house communications teams covering management consulting, strategic planning, and execution support. Services include executive coaching and team profiling.
- PRogress Membership: Closed peer-to-peer advisory group membership for agency founders and leaders, by invitation only. Creates recurring community engagement and potential for further service uptake.
- Research & Reports: Publishing sector insight and reports for clients, often in collaboration with industry partners. Reports are published through various channels including Wadds Inc., Vuelio, NewsWhip, Brew, AMEC, and academic publishers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Communications Management and Leadership - One-day online course |
| One time/ perpetual license | Pay-as-you-go | Financial Literacy for Communicators - Half-day online course |
| One time/ perpetual license | Pay-as-you-go | AI for Public Relations - One-day online course |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Wadds Inc. product offering
Product offeringCore offering
Wadds Inc. provides professional advisory services to PR/creative agencies and in-house corporate communications teams, including structured online training courses (Communications Management and Leadership, Financial Literacy for Communicators, and AI for Public Relations), executive coaching with DISC team profiling, an invitation-only peer-to-peer advisory group (PRogress), bespoke in-house training programmes, and published industry research and reports. All public courses are delivered online to small cohorts of 6-8 participants at price points ranging from £495+VAT (half day) to £850+VAT (full day).
Product overview
Wadds Inc. is a professional advisory firm for agencies and communications teams, offering a portfolio of professional services including three structured training courses (Communications Management and Leadership, Financial Literacy for Communicators, and AI for Public Relations), executive coaching with DISC profiling, the PRogress peer-to-peer advisory group for PR agency leaders, and published research and reports. The company also provides bespoke in-house training programs for organizations. All courses are delivered online with maximum eight participants per cohort.
Differentiator
Problem solved
Functional benefit
Brands
- PRogress: A closed peer-to-peer advisory group for agency founders and leaders in the public relations industry. Membership is by invitation only.
Products and services
- Communications Management and Leadership Course One-day online training course that reframes communications as a management discipline, covering organisational sensemaking, geopolitical and reputational risk, AI governance, and behavioural planning for senior PR practitioners. Maximum 6 participants per cohort, priced at £850+VAT per participant.
- Financial Literacy and Management for Communicators Course Half-day online training course building financial fluency for senior communicators, covering P&L, balance sheet, cash flow statements, budget defence, and business case development for communications investment. Maximum 8 participants per cohort, priced at £495+VAT per participant.
- AI for Public Relations Course One-day online training course covering three strategic imperatives: embedding AI into workflows, understanding how AI shapes reputation, and advising on ethics, governance, and trust. Based on the book 'AI for Public Relations' by Ben Verinder and Stephen Waddington. Maximum 8 participants per cohort, priced at £850+VAT per participant, delivered with CPD certificate of completion.
- Executive Coaching and Team Profiling Executive coaching service that helps individuals improve goal setting, develop strengths-based mindset, accelerate performance, and increase confidence. Includes DISC personality profiling accredited by the Coaching Academy, with reports covering communication preferences, task accomplishment styles, stress responses, and motivational factors.
- PRogress Advisory Group Closed peer-to-peer advisory group for agency founders and leaders in the public relations industry, providing business and leadership development through networking and shared expertise. Membership is by invitation only, with chairs Alison Clarke and Stephen Waddington.
- Research and Reports Industry research and reports published by Wadds Inc., including sector insight publications covering AI in public relations, crisis communications, measurement and evaluation, ESG, diversity, and management communications. Published in collaboration with CIPR, PRCA, AMEC, Vuelio, NewsWhip, Brew, and academic publishers.
- In-house Training Programmes Bespoke private in-house training programmes delivered to client teams and agencies, with content developed to align with client objectives, capability frameworks, and strategic priorities.
Quantifiable outcome
- Participants report transformed understanding of senior comms leadership role
- +1 more outcomes
Companies that use Wadds Inc.
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Wadds Inc. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Wadds Inc. partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- CIPR (Chartered Institute of Public Relations)coreProfessional body partnership for research including the Missing Women Study and AI tools impact assessment. Stephen Waddington is former President (2014) and Honorary Fellow of the CIPR.
- PR NetworkcoreCollaborative research partnership for 'People, Pressure and Purpose in International Public Relations' report exploring pressures facing communications professionals internationally.
- BrewminorResearch collaboration for 'Pints & Profits' annual reports tracking digital visibility and online performance of UK pub and bar sector.
- NewsWhipminorResearch collaboration on influence through insight reports exploring management role of corporate communications and digital transformation of the function.
- VueliominorWhite paper publishing partner for reports on crisis communications, PR management, and ESG topics. Multiple collaborative research reports published through Vuelio platform.
- AMEC (International Association for Measurement and Evaluation of Communication)minorEditor for 'Setting the Agency Agenda in Measurement and Evaluation' - a collection of practitioner essays on best practice for PR measurement and evaluation.
- PRCA (Public Relations and Communications Association)coreOngoing collaboration including Data Literacy in PR research, PRCA pitch framework development, and industry standards work. Sarah Waddington CBE serves as Interim CEO of PRCA.
- Socially MobilecoreCommunity interest company co-founded by Stephen Waddington and Sarah Waddington CBE in 2021. Supports public relations practitioners in increasing earning potential through management training, particularly for those from lower socio-economic backgrounds and underrepresented groups. Wadds Inc. collaborates on research including the Missing Women Study.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Wadds Inc. competitors and assessment
Company assessmentDirect peers
- PRmoment: A UK PR industry platform combining news, events, awards, and training programmes for communications professionals. Comparable because PRmoment monetises the same senior-practitioner audience through events and training in adjacent niches to Wadds Inc.'s portfolio.
- CIPR (Chartered Institute of Public Relations): The chartered professional body for UK public relations practitioners, offering CPD, training, qualifications, and member services to the same senior in-house and agency audience Wadds Inc. serves. Comparable because both operate at the intersection of PR professional development and senior-practitioner education.
- AMEC (International Association for Measurement and Evaluation of Communication): The international industry body for PR measurement and evaluation, offering frameworks, training, and practitioner resources to communications leaders. Comparable to Wadds Inc. because AMEC is both a research partner and an adjacent provider of structured learning and standards for senior PR practitioners.
- PRCA (Public Relations and Communications Association): The UK trade association for PR agencies and communications teams, delivering training, accreditation, member services, and industry standards to overlapping customers. Comparable to Wadds Inc. because both target senior PR leaders with structured development and credentialing offerings.
- PR Academy: A UK-based training provider delivering accredited PR qualifications and short courses to practitioners moving into senior roles. Comparable because PR Academy competes directly with Wadds Inc.'s training courses for the same upskilling-into-leadership budget.
Broad incumbents
- Brunswick Group: A global advisory firm focused on critical communications, public affairs, and stakeholder engagement for corporations and boards. Comparable to Wadds Inc. as a large, established player in strategic communications advisory serving C-suite and senior communications clients.
- Kekst CNC: An international strategic communications advisory firm supporting senior leadership on corporate reputation, M&A, and crisis. Comparable to Wadds Inc. as a broader incumbent operating in strategic communications advisory for senior decision-makers.
- FTI Consulting (Strategic Communications): A global professional services firm whose Strategic Communications segment advises senior corporate leaders on reputation, crisis, and public affairs. Comparable to Wadds Inc. as a broader incumbent in the senior communications advisory space, though at vastly greater scale and scope.
- Ketchum: A global communications agency with established training, research, and leadership development programmes; Stephen Waddington was previously Chief Engagement Officer at Ketchum. Comparable as a broad incumbent in PR that also invests in senior-practitioner education and industry thought leadership.
- Edelman: A global communications marketing firm with dedicated training, research, and thought leadership programmes for the communications profession. Comparable to Wadds Inc. as a broader incumbent that produces industry-level research, training, and senior-practitioner content at much greater scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Wadds Inc. social profiles
Digital presenceWadds Inc. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wadds Inc. leadership team
Management profileNumber of profiles
Profiles3 records
Wadds Inc. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wadds Inc. 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 Wadds Inc.
What does Wadds Inc. do?
Wadds Inc. provides professional advisory services to PR/creative agencies and in-house corporate communications teams, including structured online training courses (Communications Management and Leadership, Financial Literacy for Communicators, and AI for Public Relations), executive coaching with DISC team profiling, an invitation-only peer-to-peer advisory group (PRogress), bespoke in-house training programmes, and published industry research and reports. All public courses are delivered online to small cohorts of 6-8 participants at price points ranging from £495+VAT (half day) to £850+VAT (full day).
Is Wadds Inc. a public or private company?
Wadds Inc. is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wadds Inc. founded?
Wadds Inc. was founded in 2022. It employs 1 to 10 people.
Where is Wadds Inc. based?
Wadds Inc. is headquartered in London, United Kingdom, in the Europe region.
How does Wadds Inc. make money?
Four revenue lines are on record. Training Programmes are the primary driver. The others are advisory Services, PRogress Membership and research & Reports.
Who are Wadds Inc.'s main competitors?
Direct peers on record are PRmoment, CIPR (Chartered Institute of Public Relations), AMEC (International Association for Measurement and Evaluation of Communication), PRCA (Public Relations and Communications Association) and PR Academy. Broad incumbents are Brunswick Group, Kekst CNC, FTI Consulting (Strategic Communications), Ketchum and Edelman.
Does Wadds Inc. have an API?
No public API is recorded for Wadds Inc..