What Plain Numbers does

Plain Numbers is a UK-based private limited company (THE PLAIN NUMBERS PROJECT LIMITED), founded in 2021 and headquartered in Lewes, East Sussex, that helps organisations improve customer understanding of numerical information in communications. Its core offering is the Plain Numbers Method, a proprietary, validated framework addressing the numbers themselves, the words around them, and how easy communications are to act on. The framework is differentiated by its emphasis on measured comprehension rather than perceived clarity, and is backed by multiple Randomized Controlled Trials, including a 1,000+ participant study with Cadent Gas showing customer comprehension nearly tripled from 20% to 56%.

The company monetises through a portfolio of B2B services delivered via direct, multi-year partnerships with organisations in regulated sectors. Revenue streams include practitioner training, ongoing practitioner and organisation support (recurring subscriptions), the Plain Numbers Community, and The Plain Numbers Mark certification, with pricing quote-based and not publicly disclosed. The go-to-market is sales-led, focused on compliance, communications, and vulnerable customer teams. Named customers include Nationwide, Santander, Aviva, Bupa, Octopus Energy, Thames Water, Cadent, Legal & General, StepChange, Citizens Advice, Clearscore, NewDay, and Mercedes-Benz Financial Services. Sectors served include financial services, utilities (energy and water), insurance, healthcare, debt advice, credit services, and the public sector.

In March 2024, the UK's Financial Conduct Authority formally partnered with Plain Numbers and named the methodology by name in Consumer Duty guidance as a validated approach for addressing numeracy as a consumer vulnerability. The Utility Regulator is the first regulator to partner with the company. With approximately 10 employees and no disclosed external funding, the company operates as an independent, self-sustaining business anchored in regulatory endorsement, multi-year enterprise partnerships, and a growing certified practitioner community.

Name

Plain Numbers

Legal name

THE PLAIN NUMBERS PROJECT LIMITED

Website

https://plainnumbers.org.uk

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Plain Numbers helps UK regulated-sector enterprises improve customer understanding of numerical communications through a proprietary, RCT-validated methodology, delivered via B2B training, support, community, and certification services.

Ownership category

akta.pro rank

Headquarters

HQ city

Lewes

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Training Services: Training in the Plain Numbers Method for compliance, communications and vulnerable customer teams across regulated sectors including financial services, utilities and public sector.
2. Practitioner Support: Ongoing support services for trained practitioners to embed customer understanding into organizational processes and communications.
3. Community: Community access and resources for Plain Numbers Practitioners and Champions.
4. Certification: The Plain Numbers Mark certification for organizations demonstrating excellence in customer number understanding.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Plain Numbers provides training, support, and certification services built around the proprietary Plain Numbers Method, which helps regulated organizations improve how customers understand numerical information in communications such as statements, letters, and digital content. Offerings target financial services, utilities, and public sector organizations, with a focus on boosting actual customer comprehension (rather than perceived clarity) and supporting vulnerable consumer outcomes.

Product overview

Plain Numbers offers a suite of services centered on the Plain Numbers Method—a validated approach to improving customer understanding of numerical information. The core portfolio includes practitioner training (equipping individuals with skills to apply the method), practitioner support (ongoing assistance for trained practitioners), organisation support (embedding customer understanding into organizational processes), a community network for peer learning, and The Plain Numbers Mark (a certification for compliant organizations). The services are designed for compliance, communications, and vulnerable customer teams across regulated sectors including financial services, utilities, and public sector.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Customer comprehension nearly tripled from 20% to 56% in Cadent Gas study
• +3 more outcomes

Named customers10 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

36 partnerships are on record, tiered core and minor.

• Financial Conduct Authority (FCA)coreStrategic or Co-development PartnerAn initial cohort of FCA Communications team colleagues completed Plain Numbers training. The FCA is using the methodology to review their house style guidelines and embed principles into how the FCA communicates risk, evidence and regulatory expectations as standard. FCA named Plain Numbers by name in Consumer Duty guidance as a validated method.
• Cadent GascoreStrategic or Co-development PartnerCollaborated on a Randomized Controlled Trial with over 1,000 participants testing the Plain Numbers Method on Cadent's connections quote for new customers. Demonstrated nearly tripled comprehension rates (20% to 56%).
• Thinks InsightminorStrategic or Co-development PartnerResearch specialists partnered with Plain Numbers and Cadent Gas for the Randomized Controlled Trial research methodology.
• Nationwide Building SocietycoreStrategic or Co-development PartnerUK's biggest building society partnered on a three-year basis to help customers understand the cost of borrowing. Featured in Consumer Duty best practice discussions with the FCA.
• Utility RegulatorcoreStrategic or Co-development PartnerFirst regulator to partner with Plain Numbers, signaling regulatory commitment to customer number understanding in the utilities sector.
• Thames WatercoreStrategic or Co-development PartnerWater company partner working to enhance customer communications to make it easier to detect leaks. Multiple case studies showing improved customer understanding.
• StepChange Debt CharitycoreStrategic or Co-development PartnerDebt charity partner demonstrating how clear communication cut debt plan dropouts by redesigning the entire client journey. Featured in FCA Consumer Duty discussions.
• Santander UKcoreStrategic or Co-development PartnerBanking partner using Plain Numbers thinking to turn website visitors into engaged customers through clearer number communication.
• AvivacoreStrategic or Co-development PartnerInsurance partner with case study on improving customer understanding of income protection statements for informed decision-making.
• BupacoreStrategic or Co-development PartnerFirst healthcare provider to be Plain Numbers Certified. One-year partnership reflection showed embedding the Approach across their business.
• Anglian WatercoreStrategic or Co-development PartnerWater company partner committed to championing easy to read communications through partnership with Plain Numbers.
• ClearscorecoreStrategic or Co-development PartnerCredit services partner with case studies showing improved customer understanding of balance transfer offers and APR communication.
• Citizens AdvicecoreStrategic or Co-development PartnerDebt advice organization providing feedback on training and supporting vulnerable customers through clearer number communication.
• Octopus EnergycoreStrategic or Co-development PartnerEnergy supplier partner with case study on improving customer understanding of monthly energy email updates.
• ScottishPowercoreStrategic or Co-development PartnerEnergy supplier championing easy to read communications through partnership with Plain Numbers.
• CadentcoreStrategic or Co-development PartnerOne of the UK's largest gas distribution networks partnering to enhance customer communications. RCT study showed nearly tripled comprehension.
• Legal & GeneralcoreStrategic or Co-development PartnerFinancial services partner committed to improving customer understanding of their products.
• RothesaycoreStrategic or Co-development PartnerThree-year partnership announced, building customer understanding capabilities into the organization's operations.
• Jaja FinancecoreStrategic or Co-development PartnerCredit provider increasing customer conversions with clearer numbers. First credit provider to join Plain Numbers Community.
• NewDaycoreStrategic or Co-development PartnerFirst credit provider to be Plain Numbers Certified, demonstrating excellence in customer number understanding.
• VisaminorStrategic or Co-development PartnerPartnership to enhance inclusivity and empower vulnerable communities through better number communication.
• Business StreamcoreStrategic or Co-development PartnerWater sector partner committed to improving customer communication understanding.
• Welsh WatercoreStrategic or Co-development PartnerWater company partner dedicated to improving customer understanding of their communications.
• OSB GroupcoreStrategic or Co-development PartnerSpecialist mortgage lender partnering to improve customer communication understanding.
• Yorkshire Building SocietycoreStrategic or Co-development PartnerBuilding society partner committed to improving member understanding through clearer number communication.
• PayCaptainminorStrategic or Co-development PartnerFirst payroll provider to become a Plain Numbers Partner, extending methodology to payroll communications.
• Policy ExpertminorStrategic or Co-development PartnerInsurance comparison site partnering to improve customer understanding of insurance communications.
• Registry TrustminorStrategic or Co-development PartnerPartner working to improve customer understanding of registry and credit information communications.
• Browne JacobsonminorStrategic or Co-development PartnerFirst law firm to partner with Plain Numbers, bringing methodology to legal context communications.
• Manchester Credit UnionminorStrategic or Co-development PartnerFirst credit union in the sector to become a Plain Numbers Partner, extending reach to smaller financial institutions.
• The West BromminorStrategic or Co-development PartnerFirst building society to embrace Plain Numbers methodology for customer communication improvement.
• Money and Pensions ServicecoreStrategic or Co-development PartnerGovernment-backed service partnership to improve money and pensions communication understanding across UK consumers.
• Mercedes-Benz Financial Services UKminorStrategic or Co-development PartnerAutomotive finance partner committed to improving customer understanding of financial product communications.
• Policy in PracticeminorStrategic or Co-development PartnerPolicy and practice organization working to improve understanding of benefits and policy communications.
• ABIcoreStrategic or Co-development PartnerAssociation of British Insurers extended their Advisory partnership, marking one year of Plain Numbers Partnerships in Insurance and Long-Term Savings sector.
• Fidelity InternationalminorImplementation/ SI/ Consulting PartnerImplementation Partner bringing Plain Numbers methodology to investment and pension communications.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Emphasis: Corporate language services and writing training firm serving enterprises across regulated industries. Comparable to Plain Numbers in delivering B2B communications capability uplift to client teams and embedding plain language practices into client organisations.
• Content Design London: UK consultancy specialising in content design and clear communications for public-sector and regulated clients. Comparable mission (making complex information understandable) and similar customer base in UK regulated and public-sector organisations.
• The Writer (formerly The Write Stuff): UK-based B2B plain language and clear communications consultancy offering training and editorial services to regulated and corporate clients. Highly comparable to Plain Numbers in target market (UK regulated sectors), service type (language/communications training) and B2B sales motion.

Broad incumbents

• Siegel+Gale: Global brand strategy and simplicity consulting firm with a strong plain-language and customer-clarity practice. Comparable as an established incumbent offering clearer-communication consulting at scale, though serving a broader portfolio of brand and strategy work beyond numeracy.
• Accenture Song (Customer Communications practice): Global consulting firm with a large customer experience and communications practice serving financial services and utilities. Comparable in serving the same UK regulated customer base for customer-communication transformation, though as part of a much broader portfolio.
• Kantar (Customer Experience & Communications): Global research and consulting firm with customer experience and communications advisory work for regulated industries. Comparable customer base (UK FS, utilities) and ability to measure customer comprehension, though operating at much larger scale and broader scope.

Emerging players

• Center for Plain Language: US-based non-profit promoting plain language across government, business and legal sectors. Comparable mission and adjacent content/training offerings, though primarily US-focused and operating as a non-profit rather than a commercial consultancy.
• Easy Read UK / Accessible Information providers: UK accessible information providers producing easy-read versions of complex documents for vulnerable audiences. Comparable mission (making information understandable for vulnerable customers) and partially overlapping regulated-sector customers.
• National Numeracy: UK charity focused on improving adult numeracy across the population. Comparable domain (numeracy) and partially overlapping audience (organisations seeking to address low customer numeracy), though operating as a non-profit advocacy/training body rather than a B2B consultancy.

Others

• Reading Agency: UK charity improving literacy and reading skills. Adjacent thematic connection (addressing comprehension barriers) and similar cross-sector partnerships with public bodies, but not a commercial peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/plain-numbers

Compliance1 record

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 Plain Numbers