Why Spooner Fitzgerald

We’re trusted by smart, successful people like you

People work with us because we accelerate their vision and hard work.

That’s why, over the past 10 years numerous CEOs and executives have engaged us on successive ventures. We are immensely proud of this and the reputation we have earned on helping to build strong, respected and valuable businesses.

Interested but still need convincing? Drop us a line and we can arrange for you to talk with one of our client CEOs to understand their perspective on the value Spooner Fitzgerald brings.


I have worked with SF for nearly 15 years across 10 portfolio companies , where they have provided the catalyst to step change 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 the market positioning of a business and its visibility to target audiences.

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.

Luke Jones​​​​
Managing Partner - Enterprise, MML Capital Partners

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.

Simon Payne

Zanders had the pleasure to work with Spooner Fitzgerald to support us with our strategic transformation project. As 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.

Laurens Tijdhof
CEO and Managing Partner at Zanders

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.

Charles Vivian
Managing Director, Roboyo
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.
Richard Burke

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.

Darren Clare
CEO, Stratton Craig

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

Tim Mitchell
CEO FrontierMEDEX & CEO Iqarus

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.

Tim Rodber
CEO, The Instant Group

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.

Ian Shapiro
CEO, Reall

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.

Lizz Munday
Chief Commercial Officer, Crown Agents & CEO United World Schools

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.

Mark Vargo
Strategic Advisor, Cameron Barney