Betsmart Consulting
Betsmart Consulting is a UK-based compliance and AML advisory firm serving online and land-based gambling operators, local authorities, and RegTech providers through its tiered Prepsmart Assessment and Prepsmart Licensing platforms and bespoke transformation engagements across 26+ jurisdictions.
- Company typePrivate
- Founded2019
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Betsmart Consulting does
Betsmart Consulting is a privately-held UK-based advisory firm that provides compliance and anti-money laundering (AML) consulting services to the gambling industry. The company was formally established in 2023 (building on the Prepsmart Evaluation brand that had operated since around 2019), is headquartered in the United Kingdom, and operates with 11–50 employees under Founder & CEO Kirsty Caldwell. Its client base spans online and land-based gambling operators, RegTech providers, and UK local authorities across more than 26 jurisdictions including the UK, Ontario, Gibraltar, Malta, Curaçao, the Isle of Man, Ireland, the UAE, and New Zealand.
The firm monetises a portfolio of productised and bespoke professional services. The two anchor products are Prepsmart Assessment, a tiered regulatory-compliance assessment offering for gambling operators with Gold, Silver, Bronze packages and optional extras, and Prepsmart Licensing, a five-package assessment suite (Complete, Sustainable, Bespoke, Policy, Councillor Prep) designed exclusively for UK local authorities. Both platforms have been refined over six or more years and report an 82% repeat-customer rate. Around these products, Betsmart sells additional professional services including regulatory assessment preparation, post-assessment support, operational change programmes, RegTech advisory, compliance training, committee chairing, interim senior compliance resource provision, and licence application support. Revenue is generated through block-booked day draws, recurring retainers, and bespoke project engagements, all quote-based, with pricing not publicly disclosed.
Go-to-market is enterprise field sales targeting tier-1 and tier-2 operators and local authorities, complemented by participation in industry events (ICE, EGR, Gambling Business Group), a content-led marketing motion anchored by the Compliance Chatter blog and quarterly newsletter, and an annual "Betsmarties" industry awards program that has run for three consecutive years. The company is privately owned by its founder, has no disclosed institutional investors or subsidiaries, and won EGR Global's Corporate Services Supplier 2025 award.
Betsmart Consulting firmographics
Firmographics- Name
- Betsmart Consulting
- Legal name
- Bet Smart Consulting Ltd
- Website
- https://betsmartconsulting.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Betsmart Consulting is a UK-based compliance and AML advisory firm serving online and land-based gambling operators, local authorities, and RegTech providers through its tiered Prepsmart Assessment and Prepsmart Licensing platforms and bespoke transformation engagements across 26+ jurisdictions.
- Ownership category
- akta.pro rank
Betsmart Consulting industry classification
Industry- Product category
- Gambling Compliance Consulting
- NAICS
- Management Consulting Services (54161), Other Management Consulting Services (541618), Other Scientific and Technical Consulting Services (54169)
- SIC
- Services-Management Consulting Services (8742), Services-Management Services (8741)
- akta.pro primary industry
- Gaming Regulatory Consulting & Advisory (MPAEAOAA)
- akta.pro secondary industries
- AML/CTF Compliance Programs & Monitoring (MPAEAOAD), Lottery Regulatory, Compliance & Licensing Services (MPAEAFAK), Risk, Compliance & Internal Controls Consulting (BPAHACAJ), Fraud Risk & Financial Crime Controls Advisory (BPAKADAL)
Keywords
Where Betsmart Consulting is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Betsmart Consulting business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Professional Services - Block Booking: Pre-booked block of days which can be drawn down on as and when needed, without an expiry date. Flexible engagement model for ongoing compliance support.
- Retainer Services: Ring-fenced minimum days per month over a prolonged period for sustained compliance partnership.
- Bespoke Projects: Custom project-based engagements assessed based on requirements and desired outcomes.
- Prepsmart Assessment Packages: Tiered assessment packages (Bronze, Silver, Gold) with optional extras for gambling operators. Pricing not publicly disclosed, quote-based.
- Prepsmart Licensing Packages: Tiered licensing assessment packages (Complete, Sustainable, Bespoke, Policy, Councillor Prep) for local authorities.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Bronze Package - Entry-level regulatory guidance and compliance advice |
| Other | Multi-year contract | Silver Package - Robust support with detailed compliance reviews |
| Other | Multi-year contract | Gold Package - Most comprehensive with extensive regulatory oversight |
| Other | Multi-year contract | Optional Extras - Customizable add-on services |
| Other | Multi-year contract | Complete Prep - Full outsourcing for local authorities |
| Other | Multi-year contract | Sustainable Prep - Training and development approach for local authorities |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Betsmart Consulting product offering
Product offeringCore offering
Betsmart Consulting provides bespoke compliance and Anti-Money Laundering (AML) consulting services to online and land-based gambling operators and local authorities. Its core offerings are the proprietary Prepsmart Assessment packages (Gold, Silver, Bronze tiers for operators) and Prepsmart Licensing packages (Complete Prep, Sustainable Prep, Bespoke Prep, Policy Prep, Councillor Prep for local authorities), supported by a suite of advisory services covering regulatory assessment preparation, post-assessment support, operational change programmes, RegTech advisory, compliance automation, training, interim compliance resource, and licence application support across multiple jurisdictions.
Product overview
Betsmart Consulting offers a portfolio of compliance and Anti-Money Laundering (AML) services for the gambling industry. The core offerings are Prepsmart Assessment (for gambling operators) and Prepsmart Licensing (for local authorities), supported by a suite of advisory services including regulatory assessment preparation, post-assessment support, operational change programmes, RegTech advisory, compliance automation, training, and interim resource provision. The company serves online and land-based gambling operators and local authorities across multiple jurisdictions.
Differentiator
Problem solved
Functional benefit
Brands
- Prepsmart Assessment: Proprietary compliance assessment packages for gambling operators including Gold, Silver, and Bronze tiers with optional extras, providing regulatory assessment preparation and follow-up support.
- Prepsmart Licensing
- Betsmarties Awards
Products and services
- Regulatory Assessment Preparation Preparation services for gambling operators facing regulatory assessments with follow-up support including under enhanced supervision, delivered through block booking, retainer, or bespoke project engagements.
- Prepsmart Assessment Tiered compliance assessment packages (Gold, Silver, Bronze, Optional Extras) for gambling operators providing regulatory assessment preparation, AML reviews, customer reviews, compliance training review, risk model review, PML interviews, venue visits, full formal reporting, and follow-up support with an 82% return customer rate.
- Prepsmart Licensing Licensing assessment packages designed exclusively for UK local authorities to improve regulatory compliance, including The Complete Prep (full outsourcing), Sustainable Prep (training and development), Bespoke Prep, Policy Prep, and Councillor Prep, covering assessment documents, officer training, mentoring, debrief sessions, and reporting.
- Operational Change Programmes Designing and implementing end-to-end customer journey transformation and operational change programmes for gambling operators, targeting operational efficiency and consumer protection improvements.
- Interim Compliance Resource Provision of interim senior compliance resource cover for gambling operators requiring temporary senior compliance leadership, including acting as Head of Compliance or similar roles.
- Compliance Training Delivery of compliance training across all aspects and levels of gambling operations, covering AML, safer gambling, and regulatory requirements for operator staff.
- Compliance Committee Chairing Independent chairing of compliance and risk committees for gambling operators, providing external oversight and governance leadership.
- Licence Application Support Licence application support across all jurisdictions for gambling operators, including application preparation, regulatory engagement, and submission management.
- RegTech Advisory Comprehensive advisory around RegTech tools available in the market, helping gambling operators select, evaluate, and integrate compliance technology solutions.
Quantifiable outcome
- 82% return customer rate
- +3 more outcomes
Companies that use Betsmart Consulting
Customer profileNamed customers11 records
Segments7 records
Ideal customer profiles3 records
Betsmart Consulting technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Betsmart Consulting partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- Gambling IntegritycorePartnership to deliver comprehensive PML (Personal Management Licence) Support Package for PML holders and leadership teams in gambling industry. Combines Betsmart's regulatory compliance expertise with Gambling Integrity's governance and player protection experience. Currently being fine-tuned with Buzz Bingo.
- Evolve Sports IntegritycoreBetsmart and Evolve Sports Integrity partnership offers sports betting operators a unique, one-stop, full-service solution for all compliance needs. The partnership combines Betsmart's regulatory compliance expertise with Evolve's sports integrity services.
- Buzz BingominorPilot partner for the PML Support Package being developed by Betsmart Consulting and Gambling Integrity. Currently fine-tuning the support package with Buzz Bingo.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Betsmart Consulting competitors and assessment
Company assessmentDirect peers
- Regulus Partners: Regulus Partners is a specialist gambling industry advisory firm providing regulatory, strategy and compliance consulting to operators, suppliers and investors — directly comparable to Betsmart's gambling-focused compliance and AML practice.
- VIXIO Regulatory Intelligence: VIXIO (formerly GamblingCompliance) provides regulatory intelligence, compliance and licensing support specifically for the gambling sector — overlapping Betsmart's regulatory consulting, licensing application support and AML advisory offerings.
- H2 Gambling Capital: H2 Gambling Capital is a specialist gambling industry consulting and data firm serving operators, regulators and investors — comparable as a vertically focused gambling consultancy addressing regulatory, commercial and market entry needs.
- BetComply: BetComply is a gambling licensing and compliance consultancy supporting operators with multi-jurisdictional licensing, AML and responsible gambling compliance — directly comparable to Betsmart's licensing support and Prepsmart Assessment offering.
Broad incumbents
- Norton Rose Fulbright: Global law firm with a recognized gambling and sports betting practice advising on licensing, regulation, AML and disputes. Comparable as a broader incumbent offering overlapping compliance and licensing advisory alongside a wider legal portfolio.
- Bird & Bird: Bird & Bird's gambling and gaming group advises operators on licensing, regulatory compliance and technology matters globally. A broader incumbent competitor that overlaps Betsmart's regulatory and licensing services within a wider practice.
- FTI Consulting: FTI Consulting provides risk, compliance and investigations advisory across regulated industries including gambling. A broader incumbent with adjacent capabilities in regulatory compliance, AML and risk consulting relevant to operator clients.
- PwC: Big Four firm with a dedicated gambling and gaming practice offering regulatory compliance, AML, licensing and risk advisory. Comparable as a broad incumbent providing gambling compliance consulting alongside a much wider portfolio of services.
Emerging players
- Gordon Moody: Gordon Moody provides treatment, training and advisory services for gambling-related harm, including compliance training for operators — a partial-overlap emerging player in gambling compliance training and safer gambling advisory similar to Betsmart's training services.
Others
- GeoComply: GeoComply provides geolocation, identity and AML compliance technology solutions purpose-built for the gambling industry. An ecosystem/adjacent player whose RegTech tools Betsmart recommends via its RegTech advisory service, and a potential competitor/disruptor to manual compliance consulting.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Betsmart Consulting social profiles
Digital presenceBetsmart Consulting financial estimates
Financial estimateRevenue estimate
Valuation estimate
Betsmart Consulting leadership team
Management profileNumber of profiles
Profiles8 records
Betsmart Consulting funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Betsmart Consulting 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 Betsmart Consulting
What does Betsmart Consulting do?
Betsmart Consulting provides bespoke compliance and Anti-Money Laundering (AML) consulting services to online and land-based gambling operators and local authorities. Its core offerings are the proprietary Prepsmart Assessment packages (Gold, Silver, Bronze tiers for operators) and Prepsmart Licensing packages (Complete Prep, Sustainable Prep, Bespoke Prep, Policy Prep, Councillor Prep for local authorities), supported by a suite of advisory services covering regulatory assessment preparation, post-assessment support, operational change programmes, RegTech advisory, compliance automation, training, interim compliance resource, and licence application support across multiple jurisdictions.
Is Betsmart Consulting a public or private company?
Betsmart Consulting is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Betsmart Consulting founded?
Betsmart Consulting was founded in 2019. It employs 11 to 50 people.
Where is Betsmart Consulting based?
Betsmart Consulting is headquartered in London, United Kingdom, in the Europe region.
How does Betsmart Consulting make money?
Five revenue lines are on record. Professional Services - Block Booking is the primary driver. The others are retainer Services, bespoke Projects, prepsmart Assessment Packages and prepsmart Licensing Packages.
Who are Betsmart Consulting's main competitors?
Direct peers on record are Regulus Partners, VIXIO Regulatory Intelligence, H2 Gambling Capital and BetComply. Broad incumbents are Norton Rose Fulbright, Bird & Bird, FTI Consulting and PwC. Gordon Moody is listed as an emerging player. GeoComply is listed as an others.
Does Betsmart Consulting have an API?
No public API is recorded for Betsmart Consulting.
What industry is Betsmart Consulting in?
Betsmart Consulting's product category is Gambling Compliance Consulting. Its primary akta.pro industry code is MPAEAOAA, Gaming Regulatory Consulting & Advisory, with a secondary code of MPAEAOAD, AML/CTF Compliance Programs & Monitoring. Its NAICS code is 54161 and its SIC code is 8742.