Advise HR Limited

What Advise HR Limited does

Advise HR Limited is a privately held, founder-owned HR consultancy firm based in Wigston, Leicestershire, United Kingdom. Founded in 2015 by Cherie Dunmore — a CIPD-qualified practitioner with HR Advanced Employment Law credentials and over 17 years of senior HR management experience — the firm provides outsourced HR consultancy, employment law support, and change management services primarily to UK small and medium-sized businesses and start-ups. Advise HR has no proprietary technology platform; service delivery is entirely human-led, conducted on-site or by phone on a flexible, ad-hoc engagement basis.

The company's offering is structured around three service pillars: PROTECT (foundational HR — audits, employment contracts, employee handbooks, policies, right-to-work compliance checks, and ad-hoc HR advice for businesses setting up HR for the first time); PERFORM (employment relations and performance management — disciplinary and grievance handling, absence management, appraisals, coaching and mentoring, tribunal preparation, and settlement agreements); and PLAN (strategic HR for change — TUPE, mergers and acquisitions HR support, restructuring, redundancy planning, recruitment process review, and pay and benefits development). Revenue is generated via quote-based, consumption-driven professional services engagements, with no publicly disclosed pricing tiers.

The go-to-market approach is direct sales-led, relying on the company website, personal referrals, and named client testimonials (including from Pep&Co, Simple Marketing Consultancy, and Well / former Co-operative Pharmacy). The firm operates from a single headquarters in Wigston and serves clients primarily within England, with geographic concentration in the Leicestershire/Leicester region. There is no evidence of institutional investment, external funding, subsidiaries, partnerships, or channel-based distribution.

Name

Advise HR Limited

Legal name

Advise HR Limited

Website

https://advisehrconsultancy.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Advise HR Limited is a founder-owned UK HR consultancy, founded in 2015 and based in Wigston, Leicestershire, providing outsourced HR advisory, employment law support, and change management services on an ad-hoc basis to small businesses and start-ups.

Ownership category

akta.pro rank

Product category

HR Consulting Services

NAICS

Human Resources Consulting Services (541612), Management Consulting Services (54161)

SIC

Services-Management Consulting Services (8742), Services-Management Services (8741)

akta.pro primary industry

HR Policy, Governance, Compliance & Risk Advisory (BPACAJAF)

akta.pro secondary industries

HR Service Delivery, Shared Services & HR Operating Model Advisory (BPACAJAE), M&A HR Advisory (Due Diligence, Integration, Carve-outs) (BPACAJAL)

Keywords

• HR consultancy services
• Employment law advice
• Outsourced human resources
• HR change management
• Tribunal preparation support

Headquarters

HQ city

Wigston

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales

Revenue model

1. HR Consultancy Services: Revenue is generated through ad-hoc and project-based HR consultancy engagements. Services are offered on a flexible basis — businesses can engage for a few hours per week or for specific projects such as HR audits, disciplinary processes, TUPE transfers, mergers and acquisitions support, and restructuring. The model is consumption-based, with clients paying for the hours or specific engagements they require, without the need for a full-time HR hire.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Advise HR Limited is an outsourced HR consultancy that delivers ad-hoc and project-based human resources support to UK businesses. Services are structured under three pillars — PROTECT (foundational HR setup, contracts, handbooks, policies, and compliance), PERFORM (employment relations, disciplinary, absence, tribunal and settlement support), and PLAN (TUPE, M&A, restructuring, redundancy, and strategic HR planning) — and are consumed flexibly without requiring clients to hire a full-time HR function.

Product overview

Advise HR Limited operates as a traditional HR consultancy firm rather than a software platform. The company offers three integrated service pillars: PROTECT (foundational HR setup and compliance), PERFORM (ongoing employment relations and performance management), and PLAN (strategic HR planning for business change). Services are delivered on an ad-hoc, part-time, or project basis, providing flexibility for businesses that do not need or cannot justify a full-time in-house HR team.

Differentiator

Problem solved

Functional benefit

Products and services

• PROTECT – HR Foundation Services

Quantifiable outcome

• Helped Pep&Co (a retail start-up) recruit 500 associates and efficiently manage associated HR issues
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators2 records

Recent moves3 records

Broad incumbents

• Peninsula Group: One of the largest UK employment law and HR advisory firms, serving SMBs and mid-market clients — overlaps directly with Advise HR's service offering but at much greater scale and broader geographic reach.
• XpertHR: UK subscription-based HR information, employment law and good-practice service for HR professionals — broader and more information-led than Advise HR but competes for the same HR advisory budget.
• Moorepay: UK payroll and HR services provider covering payroll processing, HR admin, auto-enrolment and advisory — adjacent to Advise HR's HR operations and compliance work but with a stronger software/PEO orientation.
• IRIS HR: UK provider of HR, payroll and compliance software and services to SMB and mid-market employers — broader portfolio player that overlaps with Advise HR's HR admin and compliance remit at greater scale.

Emerging players

• Breathe: UK HR software platform aimed at SMBs with built-in document templates, employee records and basic compliance tooling — an emerging tech-enabled alternative that could overlap with Advise HR's PROTECT pillar.
• Employment Hero: HR and payroll platform expanding in the UK that bundles automated HR documentation with advisory add-ons — represents the tech-enabled advisory hybrid that could pressure traditional consultancies like Advise HR.

Direct peers

• WorkNest: UK HR, employment law and health & safety consultancy offering outsourced HR support to SMBs — directly comparable service portfolio and customer segment to Advise HR.
• Croner (BrightHR): Established UK provider of HR, employment law and health & safety advisory to businesses, now part of BrightHR — comparable in HR advisory and compliance focus, though operates at significantly larger scale.
• HR Dept: UK HR consultancy franchise network providing outsourced HR support to SMBs across employment law, policies, disciplinary and restructuring — directly comparable to Advise HR's PROTECT/PERFORM/PLAN pillars and target segment.
• Citation: UK HR and health & safety consultancy serving SMBs with employment law advice, HR documentation and ongoing support — closely comparable service mix and customer base to Advise HR.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 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 Advise HR Limited