We help visionary business leaders build scalable growth engines.

I have worked with SF for nearly 15 years across 10 portfolio companies, where they have been the catalyst to a step change in the impact of sales and marketing investment.

The insights gleaned from their research have proved more valuable than those from any CDD report and can be translated easily into a real-world action plan to accelerate growth.

As true partners to both us as investors and management, they work seamlessly as part of our pre-deal and post-deal value creation approach, consistently delivering impressive results.

I’ve been in PE for 25 years and a recurring theme has been how to help to build GTM capability into existing and potential investments – I wish I had found Spooner Fitzgerald sooner than I did!

Spooner know PE well. I am currently working with Kieran and his team on the market positioning, competitive positioning, digital and overall GTM strategy for Cosegic.

The project has cut through many issues and focused the management team on what matters and what will make the most impact – and probably saved 6-8 months of work over the last 4 weeks.

Working with Spooner Fitzgerald was one of the smartest decisions we made. We wanted to avoid wasting time and instead enter the market with clarity and confidence and Spooner ensured that. They led us through a rigorous competitive analysis, insightful interviews with ecosystem experts, and deep founder-level workshops that helped us articulate who we are and what truly differentiates us. The result was a spot-on positioning backed by sharp Go-to-Market thinking, clearly defined ICPs, thoughtful service design, and a compelling market narrative. Thanks to this foundation, the feedback from the market was outstanding. In an ecosystem that is highly competitive, we were able to gain attention from customers and partners much faster than expected. What stood out most, however, was the partnership itself. Spooner didn’t just advise us they worked side by side with us, challenged our assumptions when needed, and always guided us toward the best decisions based on their deep experience. We couldn’t have asked for a better partner to help us grow with confidence.

Spooner’s energy, focus and insights did more than help change our GTM strategy and proposition. Critically, it shifted our mindset. It was as if a veil had been lifted from our eyes and with Spooner’s encouragement and determination we very positively proceeded with the complete repositioning and rebrand of our business.

I have no doubt that we’ll look back in a few years’ time and we’ll say that this was our finest work, where we differentiated and we succeeded.

I was keen to develop a brand that positioned Instant for the next phase of growth. Spooner was engaged to develop this thinking, taking my team along a journey where theory became practical reality.

Kieran and his team got to know us well and that investment in time has paid off not only in the quality of engagement with my team but also in the results achieved.

I would happily recommend Spooner to anyone needing independent, challenging thinking and a differentiated brand position.

Spooner is very familiar with the PE environment and the need to move fast. They were new to our industry but got up to speed very quickly, bringing new insights into the opportunities open to us. They tested new market positioning with our key clients and made a very positive impression with those clients along the way.

Working with our leadership they drew on experience to challenge long-standing presumptions and ensured that when they made recommendations there was sufficient enthusiasm across the business to take the whole approach forward. Their collaboration on GTM and our market positioning will make a significant contribution to our ongoing growth and success.

Spooner Fitzgerald has been an exceptional partner. They began by guiding us through a thorough soul-searching process, helping us define our positioning in a competitive market and setting a clear vision for growth. Through comprehensive customer and market research, they built the foundation for our new brand and seamlessly translated it into a new visual identity, website, and campaign strategy.

Our collaboration with Spooner Fitzgerald truly felt like a partnership, with their team working closely alongside us to achieve our shared mission. They expertly balanced providing invaluable support with challenging us when necessary, always advising the best course of action based on their extensive experience. We couldn’t have asked for a better partner in this transformative process.

Zanders had the pleasure to work with Spooner Fitzgerald to support us with our strategic transformation project. As a result, our company is now better positioned as a powerhouse in financial performance consulting. They asked probing questions and their strategic thinking brought clarity during the entire process. It has definitely contributed to the accelerated growth and continued success at Zanders. I wouldn’t hesitate to recommend them.

Spooner’s remit was to develop Roboyo’s brand and go-to-market strategy, moving it from being a regional player to a global leader. They were impressive – quickly completing a transformation exercise, identifying competitors, opportunities in the market, and approaches to seize them. They then worked with the C-Suite and founders to further develop the business strategy, operating model, customer propositions, and go-to-market approach.

They work at pace, to very high standards. They have a tremendous ability to have a rapid impact on a business, driving customer and employee engagement and crucially shareholder growth. I recommend Spooner Fitzgerald highly if you are looking to accelerate your business and increase its value.

Spooner are unique. I get PwC up front and Ogilvy at the back end.

The new strategic positioning reflects exactly how we want to present ourselves to the market. We wanted to unify the group businesses, but also let the market know what our capabilities truly are, and the new positioning has done this really successfully. Our people who would’ve referred to their acquired business previously now stop themselves and say, ‘ARO,’ which is a big step change. I’m really happy with the outcome.

Spooner offers immediate impact to any business looking to scale or exit. They’re unlike any other player in their domain, and we’ve seen them all. Don’t buy, sell, re-position or rebrand without them.

We are delighted with the outcome of the project. It is a redefinition of our proposition and go-to-market strategy. Spooner’s thorough approach to strategy, market research, design, and articulation of our messaging really sets them apart from the rest.

Spooner Fitzgerald partnered with us to develop our go-to-market strategy with the goal of accelerating growth and increasing the value of the business. They then worked with us to articulate this strategy with unique market positioning and powerful messaging. Our ability to land blue chip clients was transformed and after just 12 months our revenue and profitability more than doubled. This had a significant impact on our recent exit value. Spooner approaches partnership with honesty and integrity and it delivers impressive results. I wouldn’t hesitate to recommend them to anyone looking to take their business to the next level.

Bringing in an outside organisation to look at your company can be daunting. But I trust Spooner. They challenge your assumptions, things which you fiercely believe to be right and sometimes turn it on its head. And it works! Each time I have worked with them they bring the value, unique perspective and most importantly for me, clarity.

Spooner Fitzgerald sharpens your organisation. Their clear commitment to our success created an honest and effective partnership. We got the answers we needed, not the ones we wanted to hear. They enabled us to bring clarity to our strategy, align what we do with what we want to achieve, and then translated this strategic rigour into powerful messaging. We can now better attract new investors and maximise our impact.

Thank you. This work positions UnitedHealth Group for global success.

I want to share with you that the project has changed my view of UWS. It has boosted my love for the organization. It’s reframed and clarified what I always knew was UWS’s mojo into something greater. Who would have imagined that?

I always thought we were amazing and incredible and extraordinary. Now, we are all that, multiplied, because of how the brand represents us.

Back in Nepal, during our global leadership workshop, when you were pushing us to reimagine our future, I so wanted to believe. It is astonishing what emerged from those workshops.

Thank you for believing in us. Thank you for pushing us out of our comfort zones and into the zone of reimagining. This will change our future. Thanks to you and your team for making it happen.