Investor in Customers

What Investor in Customers does

Investor in Customers (IIC) is a UK-based customer experience assessment and accreditation firm founded in 2005, operating from Loughton, Essex with a small team of 1-10 employees. The company delivers independent, multi-perspective CX evaluations through a tiered product portfolio: the entry-level A Company That Cares self-assessment, Health Check diagnostic surveys, the flagship Insight360 full 360-degree assessment that awards Gold, Silver, or Bronze accreditation, the Managed CX Programme for real-time ongoing surveys, and the CPD-accredited IIC Ambassador eLearning programme that certifies internal customer champions. Its methodology, refined over 20+ years, combines feedback from senior leaders, employees, and customers with an external IIC perception view to surface gaps between perceived and actual service delivery.

IIC generates revenue through quote-based, tiered pricing spanning one-time accreditation fees and annual subscriptions, targeting four primary segments: SMEs seeking differentiation, fast-growing businesses needing CX consistency, regulated firms (particularly UK Financial Services) requiring independent evidence for FCA Consumer Duty compliance, and larger organizations seeking benchmarking and action planning. Distribution is sales-led and consultative, using direct website, phone, and email engagement supplemented by thought-leadership content, case studies, and a self-serve eLearning platform delivered via clientclub.net. The company reports having assessed over 3 million people and approximately 70 UK firms holding Gold status, with long-tenured enterprise clients across Financial Services, Insurance, Manufacturing, Life Sciences, and Veterinary sectors including Ardonagh Group, QuestGates, AXA, Pennard Vets, and Biosynth.

The business model is asset-light professional services with no external funding, no parent company, and no disclosed acquisitions. AI-assisted tools support internal analysis, reporting, and content preparation under human review, but AI is not a differentiated product surface. Operational certifications include Cyber Essentials, ICO registration, and GDPR-compliant data handling. Ownership appears to be founder/management-led, with Tony Barritt as Managing Director since 2015 and Sharon Clapp as Operations Director.

Name

Investor in Customers

Legal name

Investor in Customers Limited

Website

https://investorincustomers.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Investor in Customers is a UK-based customer experience assessment and accreditation firm that provides independent multi-perspective CX evaluations, tiered accreditations (Gold/Silver/Bronze), and CPD-accredited eLearning to SMEs, regulated firms, and enterprises across Financial Services, Insurance, and other sectors.

Ownership category

akta.pro rank

Product category

Customer Experience Assessment & Accreditation Services

NAICS

Management Consulting Services (54161), Other Scientific and Technical Consulting Services (54169)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Customer Experience (CX) & Voice-of-Customer Analytics (BPAHALAK)

akta.pro secondary industries

Customer Experience (CX) & Service Excellence (EDABACAB), Customer Experience (CX) & Digital Experience (BPAHAEAC), Customer Experience (CX) & Voice of Customer (NPS/CSAT, Journey Research) (MPAAALAH)

Keywords

• Customer experience assessment
• CX accreditation services
• Customer feedback surveys
• CX training programmes
• Customer journey analytics

Headquarters

HQ city

Dorking

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Accreditation & Assessment Services: IIC generates revenue through customer experience accreditation and assessment services. Organizations pay for evaluations including A Company That Cares (entry-level), Health Check (diagnostic feedback), Insight360 (full 360-degree assessment with Gold/Silver/Bronze awards), and Managed CX programmes. Pricing is quote-based and tailored to organization size and service requirements.
2. IIC Ambassador eLearning Programmes: CPD-accredited eLearning programmes that train employees to become customer champions. The Customer Champion Award and upcoming Leader Award provide revenue through individual delegate certifications and organizational licensing. Programmes are delivered through a third-party platform (clientclub.net).
3. Award Merchandise & Recognition Products: IIC sells physical award items including framed certificates, crystal trophies, wall stickers, plaques, mugs, and word clouds to accredited organizations for showcasing their achievements.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Investor in Customers (IIC) provides independent customer experience (CX) assessment, accreditation and training services to UK and international organisations. Its portfolio spans entry-level self-evaluation (A Company That Cares), diagnostic surveys (Health Check), the flagship 360-degree Insight360 assessment with Gold/Silver/Bronze awards, ongoing Managed CX Programmes with real-time touchpoint feedback, and CPD-accredited IIC Ambassador eLearning that trains employees as customer champions. IIC combines customer, employee and management feedback with its own external perception view to surface gaps between perceived and actual service delivery.

Product overview

Investor in Customers (IIC) offers a suite of customer experience assessment, accreditation, and training services built around a consistent framework of independent evaluation and actionable insight. The core portfolio consists of five interconnected products: A Company That Cares (entry-level self-assessment accreditation); Health Check (diagnostic customer feedback survey); Insight360 (flagship comprehensive 360-degree assessment with Gold/Silver/Bronze awards); Managed CX Programme (real-time ongoing survey and monitoring service); and IIC Ambassador (CPD-accredited eLearning and certification programme). Together, these services form a progression pathway from basic recognition through to deep-dive analysis, continuous monitoring, and employee development, enabling organisations of different sizes and maturity to measure, improve, and demonstrate customer excellence.

Differentiator

Problem solved

Functional benefit

Brands

• A Company That Cares: Entry-level self-evaluation and recognition award for organisations demonstrating customer commitment, operated as a separate website at acompanythatcares.co.uk
• IIC Ambassador

Products and services

• A Company That Cares

Quantifiable outcome

• 95% of IIC customers would recommend the company to others
• +4 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• The CPD Accreditation GroupcoreStrategic or Co-development PartnerThe CPD Accreditation Group provides independent accreditation of IIC Ambassador eLearning programmes. This partnership validates the quality and professional development value of IIC's training offerings, enabling delegates to earn recognized CPD credits.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• MaritzCX: MaritzCX is a long-established CX research and advisory firm focused on customer experience measurement, voice of customer programmes, and CX strategy consulting — directly comparable to IIC's assessment, accreditation, and benchmarking offering.
• Forsta (formerly Confirmit): Forsta is a CX, VoC, and employee experience measurement platform with strong roots in market research and survey-based CX programmes — comparable to IIC's survey-driven Insight360 and Managed CX offerings.
• CFI Group: CFI Group is the firm behind the American Customer Satisfaction Index (ACSI) and provides customer satisfaction measurement and analytics globally — a directly comparable independent CX measurement and benchmarking business to IIC.
• Institute of Customer Service: The UK-based Institute of Customer Service runs the long-running UK Customer Satisfaction Index and Customer Service Accreditation programme, making it the most direct domestic competitor to IIC's Insight360 and Gold/Silver/Bronze award model. Both compete for the same UK CX accreditation budget.
• InMoment: InMoment is a CX intelligence platform combining VoC surveys, text and sentiment analytics, and benchmarking — overlapping with IIC's Managed CX real-time surveys and Insight360 multi-audience assessment capabilities.
• Walker Information: Walker Information is a US-headquartered customer experience research and benchmarking firm specialising in CX measurement, loyalty assessments, and industry benchmarking — closely aligned with IIC's Insight360 multi-stakeholder assessment methodology and IIC Index benchmarking.

Broad incumbents

• Qualtrics: Qualtrics is the largest enterprise experience management platform offering VoC, CX, and employee experience measurement at global scale — a much broader incumbent whose CX capabilities increasingly overlap with IIC's assessment offerings.
• Bain & Company: Bain & Company originated the Net Promoter System and runs a global CX practice offering CX strategy, measurement, and transformation consulting — directly comparable to IIC's NPS-rooted methodology and assessment offering at a much broader scale.
• KPMG (Customer Experience practice): KPMG's UK Customer Experience practice offers CX strategy, design, and measurement services to regulated enterprises — a broader incumbent whose regulated-industry CX work competes for the same UK FS and insurance clients as IIC.
• Medallia: Medallia is a large enterprise CX and VoC platform providing experience analytics across customer journeys — a broader incumbent whose CX measurement capabilities compete for the same enterprise budgets as IIC's Insight360 and Managed CX programmes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/IIC_UK
• Facebookfacebook.com/InvestorInCustomers
• LinkedInlinkedin.com/company/1147199

Compliance3 records

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 Investor in Customers