What Untold Insights Ltd does

Untold Insights Ltd is a London-based growth consultancy founded in 2019 that helps technology and consumer-facing companies decode digital customer behavior. The firm operationalizes a proprietary Jobs to Be Done (JTBD) research methodology—augmented with behavioral science frameworks (cognitive bias identification, System 1 vs System 2 analysis, choice architecture, nudge design)—to map buying journeys, surface unmet needs, and produce narrative-driven strategic recommendations for product, brand, and marketing decisions.

Its core technology is SegmentAI, an AI-powered platform (announced October 2023, currently pre-launch) that converts research-backed customer segments into interactive conversational AI personas. The flagship demo persona, "Avery," is a Gen Z consumer built on primary survey data collected from over 1,000 UK and US respondents. Behind the platform, the company delivers an expanding portfolio of professional services: JTBD research, product strategy, marketing research, training workshops, plus three AI-wrapped service lines (Marketing + AI, Product Innovation + AI, Innovation Sprints + AI).

Revenue is generated predominantly through project-based professional services engagements sold via a consultative, sales-led motion ("Schedule a call" / "Contact us" CTAs), with quote-based pricing and multi-year contract cadences. A subscription/recurring revenue stream is planned through SegmentAI once it is commercially released. The customer base spans enterprise and startup segments across fintech (Wise), enterprise software (Oracle POS/Retail), digital banking (Shoal), financial software (Quicken), healthtech (Thriva), sustainability-focused brands (Pawprint), and business aviation (Avinode). Distribution is direct, with thought leadership (LinkedIn, blog, reports, case studies) and earned media (Business Insider feature, October 2023) serving as top-of-funnel demand generation.

Name

Untold Insights Ltd

Legal name

Untold Insights Ltd

Website

https://untoldinsights.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Untold Insights Ltd is a London-based growth consultancy that uses a proprietary Jobs to Be Done methodology and the upcoming SegmentAI platform to help technology, fintech, and consumer-facing companies understand digital customer behavior and craft product and marketing strategies.

Ownership category

akta.pro rank

Product category

Market Research & Strategy Consulting

NAICS

Professional, Scientific, and Technical Services (54), Web Search Portals, Libraries, Archives, and Other Information Services (5192)

SIC

Services-Management Consulting Services (8742), Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Data, Analytics & AI Consulting (BPAHAEAF)

akta.pro secondary industries

Generative AI & LLM Solutions Services (RAG, Agents, Copilots) (BPAEAHAG), Recommendation & Discovery Engines (content/product) (BPAMAAAG)

Keywords

• Customer research services
• Product strategy consulting
• Jobs to be done research
• Market segmentation analysis
• Behavioral science research

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Research and Consulting Services: Project-based consulting engagements delivering Jobs to Be Done research, customer segmentation, product strategy, and marketing research services. engagements follow a structured process: Intro Call, Scope Alignment, Agreement & Kickoff, Discovery, Collaborative Learning, and Rapid Activation.
2. Training Workshops: Inspiring workshops for tech product professionals on Jobs to Be Done methodology and customer-led growth strategies.
3. SegmentAI Platform (Upcoming): Upcoming SaaS platform that will enable businesses to interact with AI-powered customer personas, bringing market research segments to life for team engagement and ideation.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Untold Insights Ltd is a growth consultancy that delivers Jobs to Be Done customer research, product strategy, marketing research, and training workshop services to technology product companies. The firm augments these consulting engagements with an upcoming AI-powered platform called SegmentAI that enables businesses to interact directly with AI-generated customer personas trained on proprietary primary research data.

Product overview

Untold Insights Ltd is a growth consultancy specializing in customer-led growth strategies, operating as a unified service offering rather than a software platform. The core portfolio centers on the SegmentAI platform (launching soon), an AI-powered solution that enables businesses to interact with conversational customer personas rather than reviewing traditional data reports. Supporting the platform are professional services including Jobs to Be Done research, product strategy, marketing research, and training workshops. AI-enhanced offerings include Marketing + AI, Product Innovation + AI, and Innovation Sprints + AI, which combine human expertise with AI-powered analysis. The company also offers Avery as a demo AI Gen Z persona to showcase the SegmentAI platform's capabilities. All services are delivered through the Jobs to Be Done methodology framework, positioning Untold as a consultancy-first organization with AI augmentation.

Differentiator

Problem solved

Functional benefit

Brands

• SegmentAI: AI-powered platform that bridges data and real-world insights, helping businesses understand and connect with their audiences through interactive AI personas.

Products and services

• SegmentAI An AI-powered platform that bridges quantitative data and real-world customer insights, enabling businesses to interact directly with AI-generated customer personas. The platform brings market segments to life through conversational interfaces, allowing teams to query customer segments in real-time for marketing ideation, product feedback, and strategic insights.
• Research (Jobs to Be Done) A research methodology service that maps customer buying journeys, identifies unmet needs, and analyzes the competitive landscape to help businesses uncover underserved market opportunities using the Jobs to Be Done framework.
• Product Strategy Strategic consulting service helping businesses position products effectively in the market, ensuring strong value propositions and leading features that connect directly to customer needs.
• Marketing Research Customer-led research service that uncovers emotional buying drivers to help businesses craft more effective marketing messaging and value propositions.
• Training Workshops Workshops for tech product professionals designed to enhance skills in customer understanding, Jobs to Be Done methodology, and product innovation.
• Marketing + AI AI-driven marketing strategy service that leverages the SegmentAI platform to craft marketing strategies through conversational AI, rapid ideation, and customer-led data analysis.
• Product Innovation + AI AI-powered product innovation service that helps businesses leap ahead of competition through rapid ideation sprints powered by AI analysis of customer insights.
• Innovation Sprints + AI Collaborative innovation workshop format combining AI-powered brainstorming sessions with team creativity to generate new product and marketing ideas.

Quantifiable outcome

• Led to $200m acquisition deal for Avinode (business aviation client)
• +3 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature4 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• AnswerLab: Customer experience and user research consultancy serving enterprise digital teams. Similar buyer (product/marketing leaders), similar research methodology, similar enterprise focus.
• IDEO: Global design and innovation consultancy combining human-centered research with strategy and product design. Comparable mix of JTBD-style research, enterprise client base, and behavioral insight.
• Prophet: Growth and brand strategy consultancy combining customer insights with marketing and digital transformation. Overlaps with Untold's product-strategy and customer-led marketing research offerings.
• ReD Associates: Strategy consultancy that combines qualitative social-science research with business strategy for major brands. Highly comparable to Untold Insights' JTBD-led, narrative-driven research approach and similar enterprise client base.
• Strategyn: Originator of the Jobs to Be Done methodology and an outcomes-driven innovation consultancy. Direct methodological peer to Untold's JTBD-centric service offering.

Broad incumbents

• Kantar: Global market research and insights firm offering segmentation, brand research, and customer strategy at massive scale. Competes for the same enterprise research budgets as Untold.
• McKinsey & Company (QuantumBlack / Insights): Global management consultancy with extensive customer research, growth strategy, and AI capabilities. Competes for enterprise strategy mandates similar to Untold's engagements.
• Frog Design (Capgemini Engineering): Large design and innovation consultancy offering research, strategy, and product design to enterprise. Overlaps with Untold's strategy and customer-research practice at greater scale and broader portfolio.

Emerging players

• Dovetail: AI-enabled user research and customer-insight platform. Closest SaaS analog to Untold's SegmentAI roadmap, with similar target buyer (product and research teams) and overlapping value proposition.
• Hotjar: Digital customer-insight platform providing behavior analytics, surveys, and persona tools for product and marketing teams. Comparable SaaS-style customer insight category to SegmentAI.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/untoldinsights

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 Untold Insights Ltd