Intelligent Partnership is a leading provider of education
on alternative investments. It turned to IconicShift when a
regulation change meant it needed a new business model.
The challenges of a changing marketplace
Intelligent Partnership was a successful training provider in
the alternative investment sector when a change in the regulatory
system made its old business model impossible - hitting the
Intelligent Partnership's Managing Director Guy Tolhurst: "I was
looking for a mentor and a guide to help because I had to turn the
business 180 degrees. We needed direction, support, a leadership
structure and I wanted help to put some business architecture in
place. And then I heard about IconicShift."
Becoming a mission-led company
Intelligent Partnership started on an IconicShift mentoring
programme in March 2013 and for Guy, one of the most important
aspects it teaches is to have a Purpose Beyond Money: "One of the
main things we took out of IconicShift was becoming a mission led
"Defining a significantly differentiated value proposition is
also a very strong area for me and how to deliver a consistent
brand experience. The architecture that forms around those ideas
forms the basis of everything we do."
Growing. Merging. Thriving.
Intelligent Partnership is now a thriving business. Turnover has
risen 100 per cent year on year since it joined IconicShift and it
is now part of a group of three small businesses. The number of
employees has grown from five to 17, the number of investment
providers it works with has increased from less than 10 to 250 and
it now has an active community of 6,000 financial advisers.
"We've completely turned the business around. We organise events
across the country, publish a range of industry reports, have a
highly praised awards event in the venture capital space and we are
working with policy makers to help shape the industry. All things
that if we didn't have a purpose beyond money we wouldn't be able
"Our customer retention is much better because of the principles
of IconicShift - people do business with us for the right reasons
because we've given them a consistent brand experience. We have a
more empowered workforce - they buy into the vision of what we
creating. And we have a better infrastructure to allow us to
innovate at the right pace.
"People say things to us like 'it's great to feel part of
something. We really admire what you trying to achieve and we see
real value in working with you'. People are getting the purpose
beyond money, they are not saying thanks for getting 50 people at
an event. They feel they are part of what we are trying to achieve.
And our customers say 'you guys seem to be one step ahead and
always round the corner in terms of where things are going' - and
that comes from our ability to innovate quickly - which doesn't
come unless you have the right business architecture and a clear