The Amber Group
The Amber Group is a privately-held UK consultancy that delivers communications training, coaching, and CIPD-qualified HR advisory services to PR/creative agencies and corporate clients, with growing digital e-learning and AI-enabled products under the AmberGo brand.
- Company typePrivate
- Founded-
- HeadquartersSouthwater, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingServices
What The Amber Group does
The Amber Group is a privately-held UK professional-services firm (Co. Reg. No. 6490415, England) headquartered in Southwater, West Sussex, specialising in communications training, coaching, and HR advisory for PR/creative agencies and corporate clients. Its service portfolio spans bespoke in-person training (media training, presentation skills, storytelling, bid support, persuasive writing, people management, Insights Discovery), individual and team coaching, CIPD-qualified HR support (policy, employment law, restructuring), and independent client-satisfaction audits conducted by ex-journalists. The firm operates through a senior team of seven named professionals including Ken Deeks MBE and Richard Baines, with marketing channels built around LinkedIn newsletters (Agency Edge, Conscious Communications), thought-leadership blogging, PRCA speaking, and direct enterprise relationships; client logos include Accenture, Xerox, Channel 5, EMAP, PageGroup, Freud Communications, Wild Card, AD Communications, and Alfred London.
The underlying technology stack combines licensed Insights Discovery personality-profiling methodology (a Jung-based four-colour-energy model) with proprietary training IP (COCO AI-prompting framework, AEIOU feedback model) and, from September 2024, AmberGo — a self-serve e-learning platform (course.ambergo.co.uk) selling modules such as 'Communicating for Business Impact' and 'Presenting with Impact' at £100 per head. More recent additions include a beta-stage AI Constructive Feedback avatar tool delivering scenario-based practice, a 'You're the Boss' agency leadership simulation game, and GEO and AI-critical-thinking workshops for PR agencies — signalling a pivot from purely high-touch consultancy toward recurring digital and AI-enabled learning products.
Revenue mechanics are split between professional-services engagements (bespoke training, coaching, HR retainers — quote-based, typically multi-year with named clients), managed-services HR support, and a nascent subscription/unit-priced e-learning stream. The GTM is enterprise field sales plus a self-serve digital channel; pricing on most offerings is not publicly disclosed and is tailored to scope, group size and duration. There is no evidence of external funding, and the firm operates as an independent, founder-led limited company serving predominantly UK clients with international remote delivery via AmberGo.
The Amber Group firmographics
Firmographics- Name
- The Amber Group
- Legal name
- The Amber Group
- Website
- https://ambergroup.co.uk
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- The Amber Group is a privately-held UK consultancy that delivers communications training, coaching, and CIPD-qualified HR advisory services to PR/creative agencies and corporate clients, with growing digital e-learning and AI-enabled products under the AmberGo brand.
- Ownership category
- akta.pro rank
The Amber Group industry classification
Industry- Product category
- Professional Training and Development Services
- NAICS
- Educational Support Services (61171), Human Resources Consulting Services (541612)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Training Delivery Services (Onsite/Virtual Instruction, Workshops, Coaching) (BPAEANAN)
- akta.pro secondary industry
- Data, Analytics & AI Training (BI, Data Engineering, ML/GenAI) (BPAEANAH)
Keywords
Where The Amber Group is headquartered
LocationHeadquarters
- HQ city
- Southwater
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
The Amber Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Training Courses: In-person and online training programmes across various topics including media training, presentation skills, storytelling, persuasive writing, bid support, people management, Insights Discovery, and AI prompting. Delivered as bespoke workshops tailored to client needs.
- Coaching Services: Goal-based individual and team coaching to help professionals achieve high performance, build leadership skills, and develop attributes for career advancement.
- HR Support Services: Strategic and practical HR advice from CIPD-qualified consultants. Includes ongoing HR partnership, policy development, remote team management guidance, and employment law compliance support.
- AmberGo E-learning: Digital training platform selling individual course modules at £100 per head. First module 'Communicating for Business Impact' launched, with additional modules including Presenting with Impact, Constructive Feedback, and Handling Difficult Conversations.
- Client Satisfaction Audits: Independent telephone survey-based client satisfaction assessments for agencies, conducted by ex-journalists. Followed by 3-4 page reports identifying relationship strengths and areas for improvement.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Communicating for Business Impact - Foundational business communication e-learning |
| Unit Pricing | Pay-as-you-go | Presenting with Impact - Presentation skills e-learning module |
| Other | Multi-year contract | Customised In-Person Training Programmes |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels7 records
The Amber Group product offering
Product offeringCore offering
The Amber Group provides specialised training, coaching, and HR support services to PR and creative agencies as well as corporate clients across the UK and internationally. Deliverables include bespoke in-person workshops (media training, presentation skills, bid support, storytelling, persuasive writing, people management), Insights Discovery personality profiling workshops, goal-based individual and team coaching, CIPD-qualified HR advisory, and the AmberGo self-paced e-learning platform offering digital modules at £100 per head.
Product overview
The Amber Group offers a portfolio of professional development solutions comprising AmberGo (digital e-learning platform with modules like Communicating for Business Impact and Presenting with Impact), Insights Discovery® (behavioural assessment tool using a four-colour energy model), classroom-based training courses (Bid Support, Media Training, Storytelling, Presentation Skills, People Management), individual coaching programmes, HR advisory services from CIPD-qualified consultants, and Client Satisfaction Audits. The offering serves PR agencies and corporate clients across the UK and internationally.
Differentiator
Problem solved
Functional benefit
Brands
- AmberGo: Digital communications training platform designed to equip professionals with essential communication skills to drive business success
- Insights Discovery
Products and services
- Training Courses Classroom and workshop-based professional development programmes covering bid support, media training, persuasive writing, presentation training, storytelling, people management, line management, time management, performing under pressure, and consulting with impact. Tailored to client needs and delivered to PR agencies and corporate clients.
- Coaching Services Goal-based individual development programmes to help professionals achieve high performance and build skills for career advancement. Delivered as one-to-one executive coaching and team coaching sessions.
- HR Support Services Strategic and practical HR advisory services from CIPD-qualified consultants providing support on policies, restructuring, remote team management, and employment compliance. Targeted at PR agencies and corporate clients.
- Insights Discovery Workshops Psychology-based personal development tool using a four-colour energy model (Fiery Red, Sunshine Yellow, Earth Green, Cool Blue) to increase self-awareness, build understanding of others, and develop skills to adapt interactions for success. Delivered via workshops and team profiling engagements.
- AmberGo E-Learning Platform Digital communications training platform providing self-paced e-learning modules for business professionals to develop essential communication skills. Modules include Communicating for Business Impact and Presenting with Impact, with structured content, self-assessments, and certification.
- Client Satisfaction Audits Independent telephone survey-based audit service helping agencies understand client satisfaction through qualitative interviews, providing actionable insights and relationship recommendations.
- You're the Boss Leadership Simulation Team-based agency leadership simulation game where participants make decisions across quarters covering new business strategy, staffing, quality, marketing, technology, and staff well-being to build commercial awareness.
Quantifiable outcome
- Byte Night charity raised over £10m for Action for Children over 20 years
- +2 more outcomes
Companies that use The Amber Group
Customer profileNamed customers12 records
Segments3 records
Ideal customer profiles3 records
The Amber Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature4 records
The Amber Group partnerships and signals
Strategic signalScale indicators4 records
Recent moves6 records
Expansion highlights5 records
The Amber Group competitors and assessment
Company assessmentDirect peers
- The Media Coach: UK consultancy providing media training, presentation coaching, and interview preparation to executives and PR professionals. Directly competes with Amber's media training and presentation skills offerings.
- PR Academy UK: UK-based training provider offering professional development courses and accreditations targeting PR and communications professionals. Overlaps with Amber's core training courses and serves the same PR agency segment.
- Maguire Training: UK-based soft-skills and management training provider offering bespoke in-house workshops for corporate clients. Competes with Amber in people management, line management, and leadership development courses.
Broad incumbents
- Insights Group (Insights Discovery): Global licensor and operator of the Insights Discovery personality profiling system Amber uses. Operates a global accreditation network of practitioners who deliver Insights workshops, functioning both as upstream supplier and competitor.
- Croner (HR consultancy): UK HR consulting, advisory, and managed services firm providing employment law and HR support to SMEs. Directly competes with Amber's HR Support Services arm and offers a much larger geographic and product footprint.
- Dale Carnegie Training UK: Internationally established leadership, sales, and communications training franchise. Targets similar corporate audiences with presentation and personal development courses but offers a broader catalog rather than specializing in PR agencies.
- Wilson Learning UK: Global learning and development provider focused on sales, leadership, and interpersonal skills. Competes with Amber's consultative selling and people management training, with deeper resources but less PR-sector specialization.
Regional players
- Talking Talent: Coaching and leadership development firm serving communications, marketing, and PR sectors. Comparable coaching methodology and corporate client base, with stronger focus on executive coaching than training delivery.
Emerging players
- Influence Hub: Specialist learning platform for PR and communications professionals offering structured CPD courses. Targets the same audience as Amber's training catalogue with a self-serve, content-led model similar to AmberGo.
- Kademy: Digital-first learning platform targeting creative and marketing agencies, offering curated training content. Overlaps with AmberGo's productized digital training ambition but emphasizes content aggregation rather than bespoke delivery.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
The Amber Group social profiles
Digital presenceThe Amber Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
The Amber Group leadership team
Management profileNumber of profiles
Profiles7 records
The Amber Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
The Amber Group 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 The Amber Group
What does The Amber Group do?
The Amber Group provides specialised training, coaching, and HR support services to PR and creative agencies as well as corporate clients across the UK and internationally. Deliverables include bespoke in-person workshops (media training, presentation skills, bid support, storytelling, persuasive writing, people management), Insights Discovery personality profiling workshops, goal-based individual and team coaching, CIPD-qualified HR advisory, and the AmberGo self-paced e-learning platform offering digital modules at £100 per head.
Is The Amber Group a public or private company?
The Amber Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was The Amber Group founded?
The Amber Group was founded in -1. It employs 1 to 10 people.
Where is The Amber Group based?
The Amber Group is headquartered in Southwater, United Kingdom, in the Europe region.
How does The Amber Group make money?
Five revenue lines are on record. Training Courses are the primary driver. The others are coaching Services, HR Support Services, amberGo E-learning and client Satisfaction Audits.
Who are The Amber Group's main competitors?
Direct peers on record are The Media Coach, PR Academy UK and Maguire Training. Broad incumbents are Insights Group (Insights Discovery), Croner (HR consultancy), Dale Carnegie Training UK and Wilson Learning UK. Talking Talent is listed as a regional player. Emerging players are Influence Hub and Kademy.
Does The Amber Group have an API?
No public API is recorded for The Amber Group.
What industry is The Amber Group in?
The Amber Group's product category is Professional Training and Development Services. Its primary akta.pro industry code is BPAEANAN, Training Delivery Services (Onsite/Virtual Instruction, Workshops, Coaching), with a secondary code of BPAEANAH, Data, Analytics & AI Training (BI, Data Engineering, ML/GenAI). Its NAICS code is 61171 and its SIC code is 8742.