Octopus Investments is a venture capital and private equity
firm specializing in early stage, emerging growth, growth capital,
and buyouts. It turned to IconicShift when it decided to diversify
into new sectors.
Octopus was founded in 2000 with the aim to change the
investment sector for the better. For the last 16 years it has been
one of the fastest growing companies in the UK and it is now
trusted with more than £6 billion on behalf of 60,000
The company started working with IconicShift in 2015 as it began
to diversify away from its traditional core business areas, into
new sectors like healthcare and energy. Octopus wanted to fix what
was broken in those industries and decided to work with IconicShift
to create the right Game and supporting business architecture for
that move. At the same time, it was also the perfect opportunity to
look at the entire business.
Through a series of IconicShift workshops, Octopus worked on a
Dream, Game and Brand Experience. The workshops also gave the
senior team the chance to assess their market opportunities and
threats, to plan their next steps. This created a 12-month Road Map
listing their goals, actions and responsibilities.
Octopus Chief Executive Simon Rogerson said: "From the
workshops, we created an aim to deliver the Octopus experience
direct to consumers in their homes. We wanted to be known for
smart, simple solutions to important problems that leave people
feeling totally taken care of."
Investing more than £1 billion
So far, it's working. Octopus has invested more than £1 billion
in helping to build new, state of the art healthcare infrastructure
across the UK and has also set up a hugely successful digital
energy supply business, powered by renewable energy.
"What I value most about IconicShift is its ability to radically
simplify apparently complex things like strategy, brand, products
and value propositions without losing any of the power of more
complex approaches. When it's simple and powerful it means it's
easy to get people all moving in the same direction singing from
the same hymn sheet.
"Our energy business and Octopus labs, which were both at the
very early stage when we did the IconicShift work, are now making
great progress. The energy business in particular, which only had
1,000 customers then, is now powering ahead towards its one million
target which is a great result."