Brands with Values
Brands with Values is a London-based culture consultancy and software firm whose Culture Decoder™ platform helps large enterprises, public-sector bodies, and law firms map, measure, and transform workplace culture through values-based assessments and long-term change engagements.
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Brands with Values does
Brands with Values is a London-based, privately-held consulting and software company founded in 2014 that helps large organizations map, measure, and transform workplace culture. Its core product, Culture Decoder™, is a values-based decision engine that combines academic values research with proprietary algorithms to deliver an authentic map of organizational culture, highlight values hindering cultural health, track the distance between leadership and the broader organization, and verify whether stated company values are lived in practice. The platform is sold as a six-module suite (Mirror, Health, Roadmap, Team, Distance, Values) and is bundled with three tiers of professional services: Decode Your Culture (assessment), Culture Change (long-term transformation partnership), and Business Change (support for M&A, rapid growth, and rationalization).
The company generates revenue through three streams: annual or multi-year Culture Decoder platform subscriptions, long-term culture-change consulting engagements, and the No Turning Back (NTB) ambassador program — a subscription-based inclusive-culture certification bundled with recruitment commitments through partner F1 Recruitment. Its go-to-market is enterprise-focused and consultative, with a demo-driven sales process targeting FTSE-grade corporates, major public-sector bodies, and law firms. Brand awareness is built primarily through co-branded research reports with PwC UK, The Lawyer, Management Today, Campaign, INvolve, Change the Ratio, Oystercatchers, and Green Park, including annual culture indices for the legal, creative, and broader UK economy.
The company is founder-led by four self-styled "Culture Hackers" (Martin Roach, Adrian Walcott, Mike Amato, Danny Brown) and operates from Somerset House in central London with 11-50 employees. Customers include NHS, Foreign & Commonwealth Office, BNP Paribas, PwC, ASOS, boohoo, The FA, Network Rail, Clyde & Co, Mediacom, Trowers & Hamlins, Pan Macmillan, The Open University, Capital City College Group, and the World Bank, spanning financial services, retail, government, healthcare, rail infrastructure, publishing, education, and creative industries. No external funding, ownership changes, or revenue figures are publicly disclosed.
Brands with Values firmographics
Firmographics- Name
- Brands with Values
- Legal name
- Brands with Values
- Website
- https://brands.withvalues.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Brands with Values is a London-based culture consultancy and software firm whose Culture Decoder™ platform helps large enterprises, public-sector bodies, and law firms map, measure, and transform workplace culture through values-based assessments and long-term change engagements.
- Ownership category
- akta.pro rank
Brands with Values industry classification
Industry- Product category
- Organizational Culture Analytics
- NAICS
- Advertising, Public Relations, and Related Services (5418)
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Organizational Culture & Values-Based Leadership (EDABAAAE)
- akta.pro secondary industries
- Brand Guidelines, Governance & Brand Management (BPAFAEAF), Brand Strategy & Identity Systems (MPAAAEAA)
Keywords
Where Brands with Values is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Brands with Values business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Culture Decoder Platform Subscription: Annual or multi-year subscription access to Culture Decoder platform for culture assessment, pulse surveys, and analytics. Organizations pay for ongoing access to the platform to continuously measure and track culture metrics.
- Culture Consulting Services: Long-term partnership consulting engagements for culture change, business change (M&A, growth, rationalisation), and organizational transformation. Professional services delivered alongside the platform.
- No Turning Back (NTB) Ambassador Program: Inclusive culture certification and benchmarking program where organizations commit to culture audits and inclusive recruitment practices, gaining access to the NTB logo for recruitment activities.
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Brands with Values product offering
Product offeringCore offering
Brands with Values operates the Culture Decoder™ platform, a values-based decision engine that maps, measures, and aligns organizational culture with business strategy through values-based questioning and proprietary algorithms. The company pairs the platform with long-term culture and business change consulting (Decode Your Culture, Culture Change, Business Change for M&A and growth scenarios) and runs the No Turning Back (NTB) inclusive culture ambassador program.
Product overview
Brands with Values offers a unified platform called Culture Decoder™ along with associated consulting services and industry research initiatives. The core product is a values-based decision engine comprising six integrated modules: Culture Decoder Mirror (for seeing culture clearly), Culture Decoder Health (for identifying hindering values), Culture Decoder Roadmap (for cultural transformation planning), Culture Decoder Team (for cross-functional team creation), Culture Decoder Distance (for tracking leadership alignment), and Culture Decoder Values (for verifying lived values). The company also provides consulting services for culture decoding, culture change, and business change support. Additionally, Brands with Values produces industry-specific culture research reports including the UK Work Culture and Productivity Study (in partnership with PwC), The Lawyer's Culture Index, Culture and Inclusion Index, and sector-specific studies for creative industries.
Differentiator
Problem solved
Functional benefit
Brands
- Culture Decoder: Values-based decision engine that provides an authentic map of organizational culture and people, offering insights into cultural alignment and areas requiring attention.
- No Turning Back (NTB)
Products and services
- Culture Decoder™ Platform Values-based decision engine that maps, measures, and aligns workplace culture with business strategy for large enterprises and public sector organizations undergoing transformation.
- Culture and Business Change Consulting Long-term partnership consulting engagements covering culture decoding, culture change programs, and business change support for M&A, rapid growth, and rationalisation.
- No Turning Back (NTB) Ambassador Program Inclusive culture certification and benchmarking program where organizations commit to culture audits and inclusive recruitment practices with partner recruiters, gaining use of the NTB logo.
Quantifiable outcome
- 44% of legal employees selected Honest as their top Personal Value (from The Lawyer's Culture Index)
- +2 more outcomes
Companies that use Brands with Values
Customer profileNamed customers17 records
Segments4 records
Ideal customer profiles4 records
Brands with Values technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature7 records
Brands with Values partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered flagship and core.
- PwC UKflagshipStrategic partnership for UK Work Culture and Productivity Study 2026. PwC UK co-branded the research using Brands with Values' Culture Decoder platform to study the relationship between workplace culture and productivity across UK businesses. The partnership positions Brands with Values as a credible research partner for large-scale corporate culture studies.
- The LawyercoreMedia partnership for The Lawyer's Index of Culture 2022 - first legal industry cultural health check. The Lawyer provided the media platform and audience access while Brands with Values provided the Culture Decoder methodology and analysis. Partnership resulted in published research on legal industry culture trends.
- Management TodaycoreMulti-year media partnership for Culture and Inclusion Index 2021 and COVID-19 Culture & Inclusion Study 2020. Management Today provided editorial platform and audience reach for culture research findings, building Brands with Values' thought leadership positioning in UK business media.
- INvolvecorePartnership for Culture and Inclusion Index 2021, focused on diversity and inclusion benchmarking in UK organizations.
- Change the RatiocorePartnership for Culture and Inclusion Index 2021, focused on race and ethnicity representation in UK workplaces.
- Campaign MagazinecorePartnership for Creative Industries Culture Index 2020, studying culture health in agencies and brand-side marketing teams. Campaign provided media platform for research dissemination to creative industries audience.
- OystercatcherscorePartnership for Creative Industries Culture Index 2020, bringing agency expertise and network to the culture benchmarking initiative.
- Green ParkcorePartnership for COVID-19 Culture & Inclusion Study 2020, bringing executive search and leadership expertise to the pandemic-era culture research.
- F1 RecruitmentcoreKey partner in No Turning Back initiative. F1 Recruitment provides diverse candidate portfolios (20%+ BAME for permanent, 35%+ for contract) that ambassador companies commit to using. The partnership creates a complete ecosystem for inclusive hiring - culture measurement (Brands with Values) plus diverse recruitment (F1 Recruitment).
- BAME2020coreCo-founder Adrian Walcott's organization. BAME2020 is a multi-award-winning social enterprise focused on BAME representation in business. Strategic alignment through shared mission of inclusive workplaces and co-sponsorship of No Turning Back initiative.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
Brands with Values competitors and assessment
Company assessmentDirect peers
- Peakon (Workday): Peakon, now part of Workday, is an enterprise employee listening platform that measures engagement, culture, and DEI. It competes with Culture Decoder on continuous culture measurement and benefits from Workday's HR-system distribution.
- Great Place to Work UK: Great Place to Work UK provides workplace culture certification and benchmarking, closely mirroring the No Turning Back ambassador/certification model and the legal-and-creative industry culture indices Brands with Values publishes.
- Glint (LinkedIn): Glint, acquired by LinkedIn, provides employee engagement and culture analytics for large enterprises. Its people analytics capability and LinkedIn distribution make it a close competitor to Culture Decoder's enterprise culture measurement pitch.
- Culture Amp: Culture Amp is a venture-backed employee engagement and culture feedback platform used by thousands of enterprises. It directly competes with Culture Decoder on culture and values measurement, with a broader product surface and global sales reach.
Emerging players
- Humu: Humu is an AI-driven people platform that nudges employees and managers to improve culture. It overlaps with Culture Decoder on the culture-improvement outcome, though it focuses on behavioral nudges rather than values-based diagnosis.
- OC Tanner: OC Tanner provides employee recognition and culture-strength assessment tools used by large enterprises. It shares the culture-measurement and culture-improvement category with Culture Decoder, though anchored in recognition rather than values diagnosis.
Broad incumbents
- Gallup: Gallup's Q12 and State of the Global Workplace research are widely used culture and engagement benchmarks. Gallup overlaps with Culture Decoder's evidence-based culture measurement approach but operates at much larger scale with global consulting practices.
- Qualtrics (EmployeeXM): Qualtrics EmployeeXM is a broad employee and customer experience platform from a large, established vendor. It overlaps with Culture Decoder on culture and engagement measurement but addresses many adjacent use cases, making it a broader incumbent rather than a direct specialist.
- Willis Towers Watson: WTW's Human Capital and Transformation practice delivers culture diagnostics and change management consulting to multinationals. It overlaps with Brands with Values' consulting-plus-platform model but within a much broader HR consulting portfolio.
- Mercer: Mercer's culture, engagement, and organizational change consulting compete with Brands with Values for enterprise culture transformation mandates. Mercer offers global delivery scale that Brands with Values' 11-50 person team cannot match.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Brands with Values social profiles
Digital presenceBrands with Values financial estimates
Financial estimateRevenue estimate
Valuation estimate
Brands with Values leadership team
Management profileNumber of profiles
Profiles4 records
Brands with Values funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Brands with Values 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 Brands with Values
What does Brands with Values do?
Brands with Values operates the Culture Decoder™ platform, a values-based decision engine that maps, measures, and aligns organizational culture with business strategy through values-based questioning and proprietary algorithms. The company pairs the platform with long-term culture and business change consulting (Decode Your Culture, Culture Change, Business Change for M&A and growth scenarios) and runs the No Turning Back (NTB) inclusive culture ambassador program.
Is Brands with Values a public or private company?
Brands with Values is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Brands with Values founded?
Brands with Values was founded in 2014. It employs 1 to 10 people.
Where is Brands with Values based?
Brands with Values is headquartered in London, United Kingdom, in the Europe region.
How does Brands with Values make money?
Three revenue lines are on record. Culture Decoder Platform Subscription is the primary driver. The others are culture Consulting Services and no Turning Back (NTB) Ambassador Program.
Who are Brands with Values's main competitors?
Direct peers on record are Peakon (Workday), Great Place to Work UK, Glint (LinkedIn) and Culture Amp. Emerging players are Humu and OC Tanner. Broad incumbents are Gallup, Qualtrics (EmployeeXM), Willis Towers Watson and Mercer.
Does Brands with Values have an API?
No public API is recorded for Brands with Values.
What industry is Brands with Values in?
Brands with Values's product category is Organizational Culture Analytics. Its primary akta.pro industry code is EDABAAAE, Organizational Culture & Values-Based Leadership, with a secondary code of BPAFAEAF, Brand Guidelines, Governance & Brand Management. Its NAICS code is 5418 and its SIC code is 7311.