Baker Richards

What Baker Richards does

Baker Richards Consulting Ltd is a Cambridge-headquartered, employee-owned consulting and software firm founded in 2003 by Tim Baker and Debbie Richards, which transitioned to employee ownership under an employee ownership trust in 2020. The firm specialises in helping cultural organisations and visitor attractions — including theatres, opera houses, orchestras, dance companies, museums, galleries, and heritage sites — grow earned income, optimise pricing, develop audience strategy, and improve financial sustainability. It claims to have worked with more than 800 organisations worldwide, with named enterprise clients such as the National Theatre, Glyndebourne Festival Opera, Sydney Dance Company, Malmö Stadsteater, the V&A, the New York Philharmonic, the Met Opera, the Royal Shakespeare Company, and the Roman Baths (Bath and North East Somerset Council).

The company's offerings span three revenue streams: (1) consulting and advisory engagements covering earned income growth, pricing strategy, audience segmentation, membership/subscription optimisation, and business planning; (2) software subscriptions, principally the Advantage Dashboard — a data visualisation and reporting tool integrated with Spektrix ticketing data — and the Segmentation Engine, distributed exclusively to Tessitura Network CRM users, plus a Revenue Management Application; and (3) market research services, including the proprietary Patron Preference Analysis methodology. Underlying technology is SQL-based data processing, data visualisation, and behavioural segmentation against CRM and ticketing datasets; integration with Tessitura and Spektrix forms the technical backbone of the SaaS products.

The go-to-market is sales-led and consultative, targeting senior executives at cultural organisations via direct outreach, referrals, content marketing (an extensive Insights blog), industry events and conferences (Ticketing Professionals Conference, Business of the Arts Summit, SOLT/UK Theatre), webinars, and partnerships with industry bodies and software platforms. Pricing is bespoke and quote-based for consulting and research, and subscription-based for software; specific tiers are not publicly disclosed. Baker Richards also operates UK Heritage Pulse with Indigo Ltd for the National Lottery Heritage Fund, Historic England, and DCMS, and has associate-led presence in Australia/New Zealand and the United States.

Name

Baker Richards

Legal name

Baker Richards Consulting Ltd

Website

https://baker-richards.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

11–50 employees

Short description

Baker Richards is a Cambridge-based, employee-owned consulting and software firm that helps cultural organisations and visitor attractions globally grow earned income through pricing strategy, audience segmentation, and data analytics tools.

Ownership category

akta.pro rank

Headquarters

HQ city

Cambridge

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Consulting and Advisory Services: Expert analysis and strategy engagements helping cultural organisations grow earned income, optimise pricing, and develop data-driven commercial strategies. Includes primary research, segmentation projects, and business planning.
2. Software Subscriptions (Advantage Dashboard): SaaS-style subscription to the Advantage Dashboard providing ongoing access to data analytics, reporting tools, and insights. Supported by onboarding, customisation, and continuous development.
3. Market Research Services: Primary research services including surveys, qualitative research, patron preference analysis, and data processing on behalf of clients who are Data Controllers. Revenue is generated through project-based engagements.
4. Software Products: Other software products including the Segmentation Engine (Tessitura integration) and the Revenue Management Application.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Baker Richards is a consulting and software firm that helps cultural organisations and visitor attractions grow earned income through expert analysis, proprietary research methodologies, and dedicated software tools. Their core offerings include the Advantage Dashboard (a revenue and sales analytics SaaS product), the Segmentation Engine (audience segmentation software with Tessitura integration), the Revenue Management Application, and bespoke consulting services built on the proprietary Patron Preference Analysis methodology. They serve performing arts organisations, museums, galleries, and heritage attractions across the UK and internationally.

Product overview

Baker Richards offers a portfolio of consulting, research, and software products for cultural organisations and visitor attractions. The core software products include the Advantage Dashboard (a data analytics and reporting tool integrated with Spektrix) and the Segmentation Engine (available exclusively to Tessitura CRM users). These are complemented by service offerings including the Uplift Earned Income programme and Expert Analysis & Strategy consulting services. The company focuses on data-driven approaches to admissions pricing, segmentation, memberships, subscriptions, donations, and sales forecasting.

Differentiator

Problem solved

Functional benefit

Brands

• Advantage Dashboard: Clear, immediate insight for audience and revenue growth - a software dashboard providing data analytics for cultural organisations.
• Uplift Earned Income
• UK Heritage Pulse

Products and services

• Advantage Dashboard

Quantifiable outcome

• Revenue increase of 15% (£2.33m) at Roman Baths in 2019, with web sales doubling and visitor numbers increasing 2.4%
• +5 more outcomes

Named customers28 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

17 partnerships are on record, tiered core, supporting and minor.

• Jacobson Consulting Applications, Inc.coreTechnology or IntegrationBaker Richards uses Jacobson Consulting Applications as a development partner for software products. Jacobson has offices at 575 8th Avenue, Floor 21, New York, NY, 10018, USA. Data processing involving Jacobson is carried out securely in accordance with binding contractual clauses.
• Mailchimp (Intuit)supportingTechnology or IntegrationMailchimp is used as the third-party email service provider for Baker Richards' newsletter and update communications. All subscriber information is maintained and managed through Mailchimp's platform.
• Google (Google Analytics)supportingTechnology or IntegrationGoogle Analytics is used for web analytics to evaluate use of Baker Richards' websites and compile usage reports. Google may transfer information to third parties where required by law.
• Leadfeeder (Liidio Oy)supportingTechnology or IntegrationLeadfeeder is used for web analytics to identify visits from business networks, complementing Google Analytics data.
• SpektrixcoreTechnology or IntegrationThe Advantage Dashboard integrates with Spektrix ticketing systems. Baker Richards has developed the capability to interpret Spektrix data within the Dashboard, providing daily-updated insights, census mapping, and reporting. Spektrix is the primary ticketing platform for many UK performing arts organisations.
• Tessitura NetworkcoreTechnology or IntegrationThe Segmentation Engine is an exclusive product available only to Tessitura Network CRM users. This partnership gives Baker Richards distribution through Tessitura's installed base of major cultural organisations. Baker Richards is listed as a partner providing Segmentation Engine functionality on the Tessitura ecosystem.
• Cause4supportingStrategic or Co-development PartnerBaker Richards partnered with Cause4 (an ACE-funded organisation) to create the Uplift Earned Income programme, supporting managers of funded arts organisations to develop commercial strategy.
• New Jersey Theatre AllianceminorStrategic or Co-development PartnerBaker Richards worked with New Jersey Theatre Alliance and partners to extend the Arts Pay survey to a US context, creating a baseline of statewide compensation data for arts positions in New Jersey.
• Indigo LtdcoreStrategic or Co-development PartnerBaker Richards and Indigo Ltd co-operate UK Heritage Pulse, a nationwide panel of professionals and volunteers working in the heritage sector, operated for the National Lottery Heritage Fund, Historic England, and DCMS.
• One Further (Insights Alliance)coreStrategic or Co-development PartnerBaker Richards is part of the Insights Alliance with Indigo Ltd and One Further, delivering the Culture Restart audience research programme and Experience Surveys capturing audience sentiment pre and post-visit.
• Society of London Theatre (SOLT) and UK TheatrecoreStrategic or Co-development PartnerBaker Richards provided analysis supporting SOLT and UK Theatre's annual 'Theatre in the UK' state of the industry report. Baker Richards CEO Robin Cantrill-Fenwick previously created the Business of the Arts Summit at Arts Professional and the Cultural Enterprises Academy at the Association for Cultural Enterprises.
• Arts ProfessionalsupportingGTM or Marketing PartnerBaker Richards CEO Robin Cantrill-Fenwick created the Business of the Arts Summit at Arts Professional. Arts Professional publishes Baker Richards content including the Arts Pay survey and regular thought leadership articles.
• Tzo Zen Ang (Associate)minorOthersTzo Zen Ang is an Associate based in Sydney, Australia, strengthening Baker Richards' ability to serve the cultural sector in Australia and New Zealand. Brings expertise in strategy, operations, organisation and revenue growth.
• Jane Macpherson (Associate)minorOthersJane Macpherson is an Associate bringing expertise in audience strategy, marketing, and organisational development to Baker Richards' work with cultural organisations. Over 20 years of experience in marketing and communications across the arts.
• Leah Hodder (Associate)minorOthersLeah Hodder is founder and director of The Goldie Collective and an Associate of Baker Richards. She brings audience-focused approach to cultural organisations across Scotland and the North of England.
• Sarah Chambers (Associate)minorOthersSarah Chambers is an Associate for audience development and client engagement. Her collaboration with Baker Richards enhances the joint offer around audience development and segmentation practice.
• Robbie Kings (Associate)minorOthersRobbie Kings is an Associate and Senior Consultant at Baker Richards with over 20 years of experience in arts marketing and communications across UK cultural sector.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Patternmakers: UK cultural-sector strategy consultancy working with museums, galleries, theatres and heritage attractions on audience development and commercial strategy — closely comparable to Baker Richards' consulting practice.
• Morris Hargreaves McIntyre: UK-based cultural sector strategy and audience research consultancy working with theatres, museums, galleries and heritage sites — directly comparable in client base, services and methodology.
• National Arts Strategies: US-based organisation providing leadership development and strategic programmes for arts and cultural leaders — directly comparable in addressing the commercial and leadership challenges of cultural organisations.
• The Audience Agency: UK non-profit providing audience insight, segmentation and data tools to arts and cultural organisations, including the Audience Finder programme — overlapping directly with Baker Richards' audience research and segmentation offerings.
• TRG Arts: US-headquartered consultancy serving performing arts organisations with pricing, subscription strategy, and revenue management advisory — the closest international analogue to Baker Richards' core consulting proposition.
• Indigo Ltd: UK heritage-sector research and strategy consultancy; co-operator with Baker Richards of UK Heritage Pulse and partner in the Insights Alliance. Highly comparable in sector, services and client base.

Emerging players

• Capacity Interactive: US digital marketing and analytics agency focused on performing arts organisations, with comparable audience insight and digital advertising capabilities — partial overlap with Baker Richards' segmentation and audience development work.

Broad incumbents

• Spektrix: UK-focused ticketing and CRM platform widely used by performing arts organisations; Baker Richards' Advantage Dashboard integrates with Spektrix data, making it both a partner and the broader incumbent in the ticketing ecosystem.
• Tessitura: Largest CRM platform dedicated to arts and cultural organisations; Baker Richards' Segmentation Engine is exclusively distributed through Tessitura Network members, making it both a partner and the dominant incumbent in the same customer base.

Others

• One Further: Cultural sector research and insights firm; partner alongside Baker Richards and Indigo Ltd in the Insights Alliance delivering Culture Restart and Experience Surveys — adjacent/ecosystem peer rather than direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/BakerRichards
• LinkedInlinkedin.com/company/baker-richards-consulting-ltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Baker Richards