Strategic partnerships, loyalty programme design and closed user group strategy. Delivered by a consultant who has built and commercialised some of the UK's most significant partnership ecosystems, and is actively doing the same right now.
The right partnerships don't just add a revenue line. They change how your customers experience your brand. Here is what clients measure after working with Good Company.
Strategic brand partnerships and closed user group channels reach high-intent, pre-qualified audiences without expensive paid media or cold outreach. Your brand appears where your ideal customer already trusts.
Banks · Insurers · Fintechs · Subscription brandsData-led offer strategies that put the right reward in front of the right customer at the right moment. Increasing participation rates, basket size and the emotional connection that turns a transaction into loyalty.
Retailers · Loyalty platforms · Card issuers · TravelProgramme design, partner ecosystem development, offer architecture and customer journey mapping. Built around behaviour, not just points. Loyalty that earns genuine engagement at every stage of the customer lifecycle.
Retailers · Financial services · Telco · Utilities · MembershipNot just strategy documents. Active deal-making, negotiation and end-to-end partnership activation through a live network across fintech, financial services, retail, travel and utilities in the UK, Europe and globally.
Scale-ups · Established brands expanding ecosystemsGood Company works across four interconnected areas of partnership and loyalty strategy. Most engagements draw on more than one.
The foundation of everything. A well-built partnership strategy identifies the right opportunities, shapes a proposition that creates genuine mutual value, and sets out a go-to-market plan that is commercially rigorous and operationally realistic. Delivered with 15+ years of experience from both sides of the negotiating table.
CUG partnerships with banks, insurers, membership groups, employer schemes and affinity communities are one of the highest-converting, lowest-cost acquisition channels available to brands. Building them requires the right relationships, the right proposition and the ability to operate within complex compliance environments.
Strategy is only valuable when it becomes an active deal. Good Company provides hands-on commercial support across the full partnership lifecycle, from first approach through to operational governance and ongoing performance management.
Most loyalty programmes underperform because they are designed around mechanics, not behaviour. Good Company takes a proposition-first approach: understanding what your customers actually value, then building a reward and engagement architecture that earns participation and increases spend across the customer lifecycle.
Good Company works with businesses that want to grow and have the ambition to build partnerships that meaningfully change how their customers behave.
Primarily UK and European markets. Also working with US-headquartered businesses and those with a global footprint.
15+ years operating at senior level across loyalty, rewards and commercial partnerships. Here is where that experience was built.
Currently active: Spendstream (UK rewards infrastructure including card-linked offers, open banking and gift card cashback); Activate OnDemand (brand-to-brand partnership platform connecting tier 1 brands with CUG communities); ExpressVPN (Official Tournament Supporter, FIFA World Cup 2026). Live deal-making across loyalty, rewards and customer engagement right now.
Good Company operates on a flexible commercial basis. Every engagement begins with a no-obligation scoping conversation, because the right structure depends entirely on what you are trying to achieve.
Ongoing partnership development, market mapping and active pipeline management. For businesses that want consistent, proactive support without the cost of a full-time hire. Typically 4 to 6 days per month.
Defined-scope work: strategy development, proposition design, partner audit or programme review. For businesses that need expert support for a specific challenge with a clear deliverable.
Commercial partnership activation where I am driving introductions and closing deals on your behalf. Aligns my fees directly to the commercial outcomes I deliver. The preferred model for active deal-making mandates.
Where the primary need is access to my active network, with no wider advisory scope required. A warm introduction to the right person, at the right brand, at the right time.
15+ years building commercial partnerships for household brands, and now advising businesses on how to access and work with them. That dual perspective is rare and means I know what the other side is actually looking for.
I represent active clients with live propositions across loyalty, rewards, digital security and CUG. That means I bring deal-making capability into every client relationship, not just advice.
The commercial and strategic capability of a VP-level partnerships hire, without the headcount cost, the onboarding time or the organisational politics. The right support, at the right time.
Active relationships across fintech, financial services, retail, travel, utilities and digital security in the UK, Europe and globally. Not a contact list. People who take the call.
Partnerships only work when both sides genuinely benefit. I won't recommend a partnership I don't believe in and I am always clear about where a conflict of interest might exist.
Serious about the work. Not serious about the performance of it. The best partnerships between consultants and their clients are built on trust, directness and energy.
If you are exploring how partnerships, loyalty or closed-user-group strategies could drive growth for your business, I would welcome the conversation. No sales pitch. No obligation. Just a direct conversation about whether I can help.
"The right partnerships change everything. Let's build yours."
Good Company works best with businesses that are ready to act. A typical first conversation covers: