What Good Innovation does

Good Innovation Ltd is a privately-held, London-based management consultancy founded in 2011 that exclusively serves the UK charity and non-profit sector. The firm helps charity leadership teams close the gap between their current operating state and their organisational mission, with a service portfolio organised around three core practices: Purpose & Strategy (defining organisational purpose, audiences, and future-focused strategy), Think Differently: Income (prioritising fundraising growth levers, designing delivery organisations, and launching new revenue initiatives), and Think Differently: Services (redesigning service delivery models to maximise reach and impact). These practices are supported by an Impact Innovation capability that draws on 14 years of accumulated sector experience and a sector-leading foresight function. The firm also operates Good Futures (goodfutures.co.uk) as a related brand focused on futures and foresight.

Delivery is structured around proprietary methodologies, notably Innovation Sprints (rapid experimentation and prototyping) and the Delivery Launchpad (an experimental-led, co-creative approach for designing new digital services), with projects formalised through Order Forms and governed by standard Terms & Conditions. Revenue is generated on a fee-for-service professional services basis, invoiced monthly with 30-day payment terms, and the firm does not offer a software product, platform, or licensing arrangement. The go-to-market motion is sales-led and relationship-driven, relying on sector reputation, referrals, thought leadership content (the Good Thinking blog, Mailchimp newsletter), and convening initiatives such as the AI Charity Collaboration and AI Futures Safari workshops. Disclosed client engagements include Macmillan Cancer Support, the National Autistic Society, Guy's and St Thomas' Charities, and Woodgreen, indicating a focus on large UK national charities alongside smaller charitable organisations. The company is a UK private limited company (company number 07552374) with 11-50 employees and no external institutional investment, parent company, or acquisition history disclosed.

Name

Good Innovation

Legal name

Good Innovation Ltd

Website

https://goodinnovation.co.uk

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Good Innovation is a London-based management consultancy founded in 2011 that exclusively serves UK charities and non-profits, helping leadership teams define strategy, grow sustainable income, and transform service delivery through structured innovation methodologies.

Ownership category

akta.pro rank

Product category

Charity Sector Management Consulting

NAICS

Management, Scientific, and Technical Consulting Services (5416), Professional and Management Development Training (61143)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Innovation Leadership & Leading Growth (EDABAAAO)

akta.pro secondary industries

Product Strategy & Discovery (Vision, Roadmapping, OKRs) (EDABAHAD), Creativity & Innovation Mindset (EDABAMAH)

Keywords

• Charity sector consulting
• Purpose and strategy advisory
• Income generation consulting
• Service transformation advisory
• Non-profit innovation programmes

Headquarters

HQ city

London

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

Revenue model

1. Consulting and Advisory Services: Good Innovation generates revenue through fee-for-service consulting engagements with charity and non-profit clients. Their Terms & Conditions reference 'Fees' defined in Order Forms, indicating project-based professional services billing. The company invoices clients for services rendered plus pre-approved expenses, with payment due within 30 days.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Good Innovation is a management consultancy exclusively serving UK charities and non-profit organisations. It delivers advisory and innovation programme work spanning purpose and strategy definition, income generation, service transformation, and capability building. Engagements are scoped per project via Order Forms and executed through structured methodologies including innovation sprints, co-creation workshops, and the experimental-led Delivery Launchpad approach.

Product overview

Good Innovation operates as a consultancy firm focused on the charity sector, offering a portfolio of advisory and delivery services rather than a software product. The core offering consists of Purpose & Strategy, Think Differently: Income, and Think Differently: Services—three interconnected service lines that help charities define their mission, grow sustainable revenue, and improve service delivery. These services are supported by the firm's Impact Innovation capability, which leverages 14 years of sector experience and foresight expertise. Delivery is facilitated through methodologies like Innovation Sprints and the Delivery Launchpad approach, which emphasize experimental, co-creative ways of developing new digital services.

Differentiator

Problem solved

Functional benefit

Products and services

• Purpose & Strategy Strategic consultancy engagement helping charity leadership teams define organisational purpose, identify target audiences, and design future-focused strategies that drive greater impact with available resources.
• Think Differently: Income Advisory service helping charity income and fundraising teams prioritise growth levers with confidence, design organisational structures to deliver them, and launch new initiatives that drive sustainable revenue growth.
• Think Differently: Services Consultancy helping charity services teams identify growth opportunities, redesign organisational delivery models, and design initiatives that maximise reach and impact for beneficiaries.
• Impact Innovation Foresight and innovation capability that helps charities bridge the gap between their current state and mission delivery, drawing on 14 years of sector expertise and a sector-leading foresight capability.

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Partnerships

One partnership is on record.

• Good FuturesminorStrategic or Co-development PartnerGood Futures (goodfutures.co.uk) is referenced as a related initiative or brand under the Good Innovation umbrella, focused on futures and foresight capabilities. It appears to be a sister brand rather than a third-party partnership.

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• New Philanthropy Capital (NPC): UK think tank and advisory body that helps charities and funders think through strategy, impact measurement and growth. NPC and Good Innovation both serve UK non-profits with strategic advisory, but NPC skews more toward research/insights while Good Innovation focuses on innovation delivery.
• Pro Bono Economics: UK charity that provides economic analysis and impact-evaluation advisory to non-profits. Like Good Innovation, it is a specialist UK non-profit-only advisor and frequently partners with charities on strategy and impact work.
• The Young Foundation: UK social innovation research and practice organisation that advises charities and public bodies on innovation and service design. Direct peer in the charity-sector innovation and service-transformation niche Good Innovation occupies.
• The Good Economy: UK-based social impact advisory that advises charities, social enterprises and impact investors on strategy, impact measurement and growth. Highly comparable specialist footprint and similar client mix of purpose-driven organisations.

Broad incumbents

• Deloitte UK — Not-for-profit practice: Big-4 firm serving UK non-profits with strategy, finance and digital transformation services. Overlaps with Good Innovation on charity strategy and innovation, but at a different scale and breadth.
• KPMG UK — Not-for-profit practice: Big-4 firm with a third-sector advisory practice offering strategy, technology and operational support to UK charities. Same buyer segment and overlapping service lines, but as part of a much broader portfolio.
• PwC UK — Not-for-profit practice: Big-4 firm with a dedicated UK charities and not-for-profit practice that competes for larger transformation mandates at major UK charities. Same buyer, broader portfolio, materially greater resource depth than Good Innovation.
• EY UK — Not-for-profit practice: Big-4 firm with a UK non-profit consulting practice advising on strategy, operations and digital for charities. Competes for the upper end of the same UK charity advisory market Good Innovation serves.

Others

• Big Society Capital (Better Society Capital): UK wholesale social investor that works with charities and social enterprises on capital and growth strategy. Adjacent rather than directly competitive: Good Innovation is the consultancy side of the same UK purpose-sector ecosystem, while Big Society Capital is the capital provider.
• CFG (Charity Finance Group): UK membership body that provides learning, resources and benchmarks to charity finance and leadership teams. Not a direct competitor for innovation projects, but addresses the same UK charity operational-improvement buyer that Good Innovation targets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Good Innovation