We Are Group Holdings Limited

What We Are Group Holdings Limited does

We Are Group Holdings Limited is a UK-based, privately held provider of technology-enabled welfare, digital inclusion, and financial wellbeing services. Founded by Matt Adam in 2011 (originally as We Are Digital, rebranded to We Are Group in October 2023), the company is headquartered in Coventry and operates as a B2B delivery partner to UK central and local government, housing associations, and regulated industries. Its service portfolio spans Digital Skills Training, Assisted Digital Support (including for HMCTS, Home Office UKVI, and the Windrush Compensation Scheme), FCA-regulated Debt Advice, Financial Wellbeing Support, Energy Advice, Skills Bootcamps, and the Mental Health Crisis Breathing Space programme (delivered with Toynbee Hall). End-user services are provided free of charge, with revenue derived from multi-year contracts with public-sector bodies and corporate partners including L&Q, Lloyds Banking Group, UK Power Networks, and Vodafone.

Underpinning delivery is the proprietary Wel-Tech Platform, a one-stop-shop that triages requests, manages bookings, and routes users to a nationwide network of 400+ vetted community partners and contact centre agents. The platform integrates with third-sector providers (Citizens Advice, Clean Slate), enabling multi-channel service delivery (in-person, phone, online, in-home) and supporting DBS-checked, safeguarding-led processes. Outcome tracking uses 30+ standard metrics and an SROI calculation aligned to Social Value UK and BS8950 standards, producing evidence-grade impact data for procurement under PPN 002 and the Procurement Act.

The business model is contract-based managed services: We Are Group invoices government departments, housing associations, local authorities, and regulated industries for delivery, while end users access services free of charge. Go-to-market combines enterprise field sales for institutional contracts with a community-led delivery model channelled through vetted partner organisations. Cumulative disclosed funding totals roughly £1.5M in 2019 (Si2 Fund, Triplepoint, Ascension Ventures, Wayra UK, ClearlySo) and $6.6M in March 2023 from Europe's biggest social impact fund, indicating venture-backed growth-stage trajectory within the UK social impact sector.

Name

We Are Group Holdings Limited

Legal name

We Are Group Holdings Ltd

Website

https://wearegroup.com

Company type

Private

Founded year

2011

Operating status

Operating

Short description

We Are Group is a UK-based B2B delivery partner providing digital inclusion, FCA-regulated debt advice, and financial wellbeing services to central and local government, housing associations, and regulated industries, with free end-user delivery through a 400+ community partner network and proprietary Wel-Tech Platform.

Ownership category

akta.pro rank

Product category

Digital Inclusion and Financial Wellbeing Services

NAICS

Other Individual and Family Services (624190), Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Social Services (8300)

akta.pro primary industry

Workplace Service Desk & Onsite Support (Deskside/Field Services, VIP Support) (BPAEAIAJ)

akta.pro secondary industry

B2B Channel Partners & Referral Agencies (Cross-Industry Referral) (FSAEAMAN)

Keywords

• Digital inclusion services
• Financial wellbeing programmes
• Assisted digital support
• Debt advice services
• Welfare training delivery

Headquarters

HQ city

Coventry

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Government and Public Sector Contracts: The company generates revenue primarily through contracts with central government, local authorities, and public sector bodies for the delivery of digital inclusion and financial wellbeing services.
2. Housing Association Contracts: Contracts with housing associations such as L&Q to deliver debt advice, financial wellbeing support, and digital skills training to residents.
3. Regulated Industries Services: Services for regulated industries including energy suppliers and financial institutions to help meet consumer vulnerability obligations.
4. Corporate Partnership Services: Partnerships with corporate organizations such as Lloyds Banking Group to deliver digital skills training and helpline services.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels8 records

Core offering

We Are Group is a B2B delivery partner that provides technology-enabled training, advice and guidance services for digital inclusion and financial wellbeing programmes. Under multi-year contracts with central government, housing associations, local authorities and regulated industries, it delivers free end-user services—including digital skills training, assisted digital support for government applications, FCA-regulated debt advice, financial wellbeing guidance, and energy advice—through a national network of community partners, contact centres and in-home trainers coordinated by its Wel-Tech Platform.

Product overview

We Are Group operates as a multi-service welfare and digital inclusion organisation rather than a single software product. The company offers a portfolio of services under three main divisions: Training (Digital Skills Training, Assisted Digital Support, Skills Bootcamps, AI Training), Advice and Guidance (Debt Advice, Financial Wellbeing Support, Energy Advice, Pound Advice), and government-contracted services (MHCBS, Windrush Support, UKVI Assisted Digital). These services are delivered through a national network of community partners, contact centres, and in-home trainers, supported by a proprietary Wel-Tech Platform that connects users to welfare services. The product architecture is service-based rather than software-based, with client partnerships (Lloyds Banking Group, L&Q, Home Office, HMCTS) driving delivery of regulated and non-regulated support programmes.

Differentiator

Problem solved

Functional benefit

Products and services

• Digital Skills Training Configurable digital skills programmes covering everyday, workplace and future-ready capability, from device access and online safety to AI literacy and digital identity. Aligned to the Essential Digital Skills Framework and the Minimum Digital Living Standard.
• Assisted Digital Support Hands-on help for people who cannot complete government and corporate digital services on their own, from creating accounts to completing online forms and navigating identity checks.
• Custom Digital Journeys End-to-end design and operation of inclusive digital services for vulnerable user groups, including discovery, accessible service design, build, and ongoing assisted delivery.
• Financial Wellbeing Support Non-regulated money guidance that builds financial resilience and prevents crisis, covering household budgeting, digital money skills, income maximisation, scam awareness and early action on arrears.
• Debt Advice (Regulated) FCA-regulated debt advice for people in financial crisis, covering affordability review, debt solution pathways, income maximisation and creditor engagement.
• Energy Advice Practical one-to-one energy and water advice covering bill understanding, tariff switching, grants and schemes, energy efficiency, scam awareness and seasonal support. Reducing fuel poverty and supporting regulatory commitments.
• Mental Health Crisis Breathing Space (MHCBS) A statutory debt respite programme that provides people receiving mental health crisis treatment a temporary break from creditor action. Delivered in partnership with Toynbee Hall.
• Pound Advice Free money support programme for L&Q residents providing financial advice and wellbeing support during times of hardship due to money problems. Delivered in partnership with L&Q housing association.
• Digital Helpline Free digital skills training helpline provided in partnership with Lloyds Banking Group, offering personalised training and support to help people develop digital skills and access online services.
• Windrush Compensation Scheme Support Assisted digital support to help individuals who came to the UK before 31 December 1988 complete their Windrush Compensation Scheme application.
• UK Visas and Immigration Assisted Digital Service Free assisted digital service to help individuals complete online Home Office applications for visas, British Citizenship, EU Settlement Scheme, and related immigration services.
• Skills Bootcamps in Digital Marketing Free 12-week digital marketing training programme covering market research, social media, SEO, paid advertising, content and email marketing, and analytics. Delivered in partnership with employers and training providers.
• AI Training Free 3-month course providing a thorough introduction to using AI through independent learning. Delivered in collaboration with Good Things Foundation.

Quantifiable outcome

• £63 million returned to L&Q residents over 7 years through reduced debts, reduced outgoings, and increased income
• +7 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

17 partnerships are on record, tiered core, major and minor.

• Toynbee HallcoreStrategic or Co-development Partner · 1 May 2021Mental Health Crisis Breathing Space (MHCBS) delivery partnership where We Are Group is the lead delivery partner supporting access and coordination, while Toynbee Hall provides all regulated debt advice as FCA-authorised firm. The statutory debt respite scheme provides legal protections from creditor action for individuals receiving mental health crisis treatment.
• Lloyds Banking GroupcoreStrategic or Co-development PartnerDigital Helpline partnership delivering digital skills training to Lloyds customers. Since 2020, has helped over 20,000 people become more confident through digital skills training.
• VodafonecoreStrategic or Co-development PartnerDigital Skills Helpline partnership providing free digital assistance and advice for everyday digital tasks, including device setup, internet connection, and online communication.
• L&Q Housing AssociationcoreStrategic or Co-development PartnerPound Advice service delivery partnership since 2019, providing free debt advice and financial wellbeing support to L&Q residents. Has supported over 22,000 residents and generated over £63 million in financial gains.
• Royal Borough of Kingston Upon ThamesmajorStrategic or Co-development PartnerDigital skills training partnership helping 200 residents become digitally included. Residents receive free devices if eligible and training on device navigation, online banking, shopping, and scam awareness.
• Orbit Housing AssociationmajorStrategic or Co-development PartnerEmployability courses and digital inclusion programmes including financial inclusion programme that engaged 183 participants in four months and saved residents £10,970.
• Good Things FoundationmajorStrategic or Co-development PartnerAI Training partnership providing a free 3-month course offering thorough introduction to using AI through independent learning.
• GenerationmajorStrategic or Co-development PartnerPartnership for Skills Bootcamps in Digital Marketing, part of a consortium including QA and Multiverse to showcase diverse training and apprenticeship opportunities.
• QAmajorStrategic or Co-development PartnerSkills Bootcamps in Digital Marketing partnership for career-focused digital training programmes.
• MultiversemajorStrategic or Co-development PartnerApprenticeship opportunities partnership as part of the Skills Bootcamps consortium for digital careers.
• Liberty HivemajorStrategic or Co-development Partner'Get Hired by Liberty Hive' recruitment platform integrated into Skills Bootcamps, using instant matching technology to connect candidates with job opportunities in digital media and marketing.
• SercomajorStrategic or Co-development PartnerPartnership to boost digital skills for 2,000 individuals under the DWP's Restart Scheme.
• Digital Poverty AlliancemajorStrategic or Co-development PartnerHosted joint webinar on End Digital Poverty Day about internet accessibility in the UK and strategies to promote digital inclusion.
• Helplines PartnershipminorStrategic or Co-development PartnerMembership to enhance support services, providing access to best practices and networks in helpline operations.
• Nationwide Building SocietyminorStrategic or Co-development PartnerExploratory partnership discussions with Nationwide regarding digital inclusion support for banking customers, following introduction through the Inclusive Economy Partnership.
• Clean SlatecoreImplementation/ SI/ Consulting PartnerCommunity partner providing money and debt advice services to L&Q residents referred through Pound Advice. Conducts benefits checks and money health checks.
• Citizens Advice BureaucoreImplementation/ SI/ Consulting PartnerCommunity partner for delivering Pound Advice services to L&Q residents, providing face-to-face money advice appointments.

Scale indicators18 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Reed in Partnership: Major UK welfare-to-work and public services contractor delivering DWP Restart Scheme, employment programmes and related services. Comparable as a B2B public services delivery partner to central government but at significantly larger scale and broader scope.
• Citizens Advice: The largest UK advice charity, providing debt, benefits and consumer advice including face-to-face services through local bureaux. Comparable in serving vulnerable populations with free advice (including debt), but at much greater scale and breadth across multiple welfare categories.
• Serco: Large multinational public services contractor operating across justice, immigration, health and welfare in the UK, including the DWP Restart Scheme alongside We Are Group. Comparable as a B2B delivery partner to UK government but at vastly greater scale and breadth.

Direct peers

• Turn2us: UK charity helping people in financial hardship access benefits, grants and debt support through digital tools and helpline advice. Comparable in financial wellbeing and benefits maximisation services targeting vulnerable UK consumers.
• Digital Unite: UK social enterprise providing digital skills training and Digital Champions programmes, particularly for older and disadvantaged learners. Comparable target market (digitally excluded vulnerable adults) and core offering (digital skills training).
• Christians Against Poverty: UK charity providing free FCA-regulated debt advice, money coaching and poverty relief through a network of local church and community partners. Highly comparable in delivery model (community-partner-led), target beneficiary (financially vulnerable) and core service mix.
• Good Things Foundation: UK-based digital inclusion charity operating the National Digital Inclusion Network. Directly comparable to We Are Group in mission, target population (digitally excluded vulnerable users) and product (digital skills training); notably, We Are Group partners with Good Things Foundation on AI Training delivery.
• StepChange Debt Charity: UK's largest specialist debt advice charity, providing FCA-regulated debt advice and debt solutions. Directly comparable to We Are Group's FCA-regulated debt advice line of service and shared target market of financially vulnerable consumers.
• Money Wellness: UK provider of free money advice, debt advice and financial wellbeing services delivered via phone and online, including partnerships with housing associations and local authorities. Comparable business model and customer base to We Are Group's Pound Advice-style housing partnership programmes.

Emerging players

• Toynbee Hall: East London charity delivering FCA-authorised debt advice, Money Mentors and policy research on poverty and financial inclusion. Directly comparable on debt advice (they are We Are Group's MHCBS delivery partner) and shared vulnerable-consumer focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/wearedigitaltraining

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 We Are Group Holdings Limited