Real World Group

What Real World Group does

Real World Group is a UK-headquartered occupational psychology and leadership assessment firm, founded in 2001 as a spin-out from the University of Leeds by Professor Beverly Alimo-Metcalfe and Dr John Alban-Metcalfe. The company builds behaviour-based 360-degree feedback, selection, team and culture diagnostic instruments (TLQ360, Real World Leader, Executive/High-Performing/Hybrid Team 360, FRS360, iGovernance, EDI+, Embracing Diversity Inventory, My Experience Matters) on its proprietary Engaging Leadership model — a four-domain, 14-dimension, 98-behaviour framework derived from research involving 6,500+ participants and continuously validated through peer-reviewed longitudinal studies.

The business monetises through two reinforcing streams: direct consulting engagements with large organisations (NHS Foundation Trusts, local authorities, fire and rescue services, police forces, and selected private-sector clients) and a global licensed partner channel of accredited consulting firms and coaches in markets including Canada, Australia, Singapore, Russia, Switzerland, Japan and China. Diagnostic licensing, partner accreditation, executive coaching, workshops and bespoke development programmes form the core revenue mix; the firm also holds places on UK public sector procurement frameworks (Bloom, YPO DPS, East of England Collaborative DPS, Manchester City Council L&D Framework) that channel demand into OJEU-compliant tenders.

The company is privately held, family-connected at leadership level (the founders' daughter, Juliette Alban-Metcalfe, serves as CEO), and operates with a small senior team supported by an international partner network. Quantified client outcomes cited in case material include an estimated £12.5 million in savings over 18 months at Merseyside Police, 1,700 managers developed with Surrey County Council, and over 250 leaders developed at a UK health and social care regulator. The firm's defensibility rests on the longitudinal validation of its research base, accredited partner lock-in, and procurement-framework access rather than on disclosed financial scale.

Name

Real World Group

Legal name

Real World Group Limited

Website

https://realworld-group.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Real World Group is a UK-based occupational psychology firm that builds evidence-based 360-degree leadership, team, board and culture diagnostics on its Engaging Leadership model, selling directly to NHS trusts, councils, fire services and selected private clients and licensing the tools through a global network of accredited consulting partners.

Ownership category

akta.pro rank

Product category

Leadership Assessment & Organisational Development

NAICS

Management Consulting Services (54161), Professional, Scientific, and Technical Services (541)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Leadership Assessment, 360 Feedback & Development Planning (EDABAAAK)

akta.pro secondary industries

Change Management & Transformation Leadership (EDABAAAD), Team Leadership & High-Performance Teams (EDABAAAH), Corporate & Leadership Development (BPACANAA)

Keywords

• Leadership assessment tools
• 360 degree feedback
• Executive coaching services
• Organisational development
• Psychometric diagnostics

Headquarters

HQ city

Leeds

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Diagnostic Tool Licensing & Accreditation: Real World Group licenses its proprietary assessment tools to accredited partners (consulting firms and coaches) who apply them with their own clients. Organisations can also obtain direct accreditation to apply the tools internally, significantly cutting costs and upskilling internal people. Revenue is generated through accreditation fees, licensing fees, and tool usage charges.
2. Consulting & Professional Services: Direct consulting engagements with client organisations including leadership development programmes, executive coaching, culture change interventions, and facilitated workshops. Delivered by Chartered Occupational Psychologists and expert consultants.
3. Leadership Development Programmes: Structured leadership development programmes including workshops, masterclasses, and bespoke development programmes that translate diagnostic insights into measurable improvements in performance, engagement, and wellbeing.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels11 records

Core offering

Real World Group sells proprietary, evidence-based leadership and team diagnostic instruments (TLQ360, Real World Leader, team/board 360s, FRS360, culture/EDI surveys) built on its Engaging Leadership Model. These assessments are licensed to accredited partner firms and sold to organisations, and are paired with consulting, executive coaching, workshops and bespoke leadership development programmes that translate diagnostic insights into measurable performance, engagement and wellbeing improvements.

Product overview

Real World Group offers a comprehensive suite of evidence-based leadership and team diagnostic tools designed for selection, development and culture transformation. The portfolio centres on the Engaging Leadership Model, which encompasses four domains and 14 dimensions assessing 98 behaviours. Individual assessment tools include the Real World Leader (RWL) for selection and self-assessment, and the TLQ360 for 360-degree feedback. Team and board-level products include Executive Team 360, High Performing Team 360, Hybrid Team 360, FRS360 for Fire & Rescue Services, and iGovernance 360 for governance. Culture surveys include the Embracing Diversity Inventory, My Experience Matters Culture & Change Survey, and EDI+ Diagnostic Survey. These diagnostics are complemented by development services including Leadership Development Workshops and Executive Coaching. The tools are available in multiple languages including Mandarin Chinese, German, French and Russian, with a global partner network across Canada, Australia, Singapore, Russia and Switzerland.

Differentiator

Problem solved

Functional benefit

Products and services

• Real World Leader (RWL) Selection Tool

Quantifiable outcome

• Merseyside Police estimated £12.5 million in cost savings over 18 months from improved leadership, diversity, inclusion and engagement following Real World Group's diagnostic and development programme.
• +4 more outcomes

Named customers21 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Eight partnerships are on record, tiered notable and core.

• Sequoia GroupnotableChannel Partner/ Reseller/ DistributorSequoia Group is a consulting firm that has adopted Real World Group's evidence-based Engaging Leadership approach for their own consulting solutions. Described as a transformative partnership spanning several years.
• Compass Partnership LtdnotableChannel Partner/ Reseller/ DistributorCompass Partnership Ltd, a management consultancy, engaged Real World Group on multiple occasions for diagnostic assessment and development support, and subsequently recommended their services to other consulting firms.
• Global Network of Licensed PartnerscoreChannel Partner/ Reseller/ DistributorLicensed and accredited consulting firms and independent coaches based globally (including Canada, Australia, Singapore, Russia, Switzerland, Japan, China) who apply Real World Group diagnostic tools with their own clients. Many use tools in English; others benefit from translated versions in Mandarin Chinese, German, French, and Russian.
• Women in the Fire Service (WFS)notableGTM or Marketing PartnerReal World Group partnered with Women in the Fire Service to deliver an exclusive webinar on Enhancing Culture & Leadership in Fire and Rescue Services, promoting inclusive evidence-based leadership.
• The Christie NHS Foundation TrustnotableStrategic or Co-development PartnerPartnership to transform NHS executive recruitment using the Real World Leader diagnostic, embedding structured behavioural criteria and transparent feedback mechanisms. Shortlisted for HSJ Partnership Awards 2026.
• North West Employers OrganisationnotableStrategic or Co-development PartnerJointly exhibited with North West Employers Organisation at the Local Government Association Annual Conference 2024. Previously co-delivered leadership development programmes including Blackpool Council engagement.
• PPMA (Public Services People Managers Association)notableGTM or Marketing PartnerStrategic sponsor and exhibitor at PPMA Annual Conference. Partnership includes white paper collaboration (e.g., 'Surviving and Thriving through Disruption') and webinar co-creation. Real World Group shortlisted for PPMA Excellence in People Management Awards 2026.
• Chartered Institute of Personnel and Development (CIPD)notableStrategic or Co-development PartnerCIPD published an overview report on Engaging Leadership and its impact through practical application. Real World Group co-authors contribute to CIPD publications and events including the CIPD Centenary Conference.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Gallup: Global analytics and advisory firm offering leadership and employee engagement assessments (e.g., CliftonStrengths, Q12). Competes with Real World Group in culture surveys and engagement diagnostics for large organisations including public sector.
• Egon Zehnder: Global executive search and leadership advisory firm with proprietary leadership assessment tools. Overlaps with Real World Group on executive-level leadership evaluation and board advisory, though Egon Zehnder's primary focus is executive search.
• SHL (now part of CEB/Gartner): Major provider of psychometric and leadership assessments including 360 tools and selection instruments. Competes with Real World Group's RWL and TLQ360, particularly in selection and senior leader development, but with a broader assessment portfolio.
• Center for Creative Leadership (CCL): One of the largest and most established leadership development research institutions globally. Competes with Real World Group across 360 feedback instruments, leadership programmes, and executive education, but with a much broader portfolio spanning multiple industries and geographies.
• BTS Group: Global leadership development and strategy execution consultancy providing leadership assessments, simulations, and coaching. Competes with Real World Group in executive development and culture transformation engagements.
• Korn Ferry: Global organisational consulting firm offering leadership assessment, executive coaching, and talent management. Overlaps directly with Real World Group in 360-degree feedback and leadership development but at much larger scale and as part of a broader consulting portfolio including executive search.

Direct peers

• Hogan Assessments: Provider of personality-based leadership assessments and 360-degree feedback tools widely used in leadership selection and development. While personality-based rather than behaviour-based, it competes directly with Real World Group for the same corporate and public sector assessment budgets.
• DDI (Development Dimensions International): Specialist leadership and assessment provider offering behaviour-based leadership diagnostics, 360 feedback, and development programmes. Closely comparable to Real World Group in research-led methodology and target buyer (HR and L&D leaders in large enterprises and public sector).
• People Development Workshop (PDW): UK leadership development consultancy offering 360 feedback, leadership programmes, and team development. Comparable in size, market focus (UK public sector and corporate), and consulting-led delivery model.

Regional players

• Roffey Park: UK-based leadership and organisational development institute offering leadership programmes and research-backed development. Direct peer in the UK public sector and executive development market, with comparable academic research heritage.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/realworldgroup
• YouTubeyoutube.com/channel/UCqhqpyS5F_FNnzgq-6tNzcw
• LinkedInlinkedin.com/company/real-world-group
• Instagraminstagram.com/realworld_group

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Real World Group