This is the story of how 2i’s board joined forces with Quiver Management, and reimagined their future—crafting a bold vision that not only guided their next stage of growth, but helped propel them beyond even their most ambitious targets.

Background

Founded in 2005, 2i has established itself as the leading quality assurance and software testing consultancy in the UK. Specialising in de-risking software delivery projects, 2i ensures certainty in execution for large digital programmes across both public and private sectors. Their client portfolio boasts high-profile organisations such as the UK Home Office, Social Security Scotland, NHS, Aberdeen, GB Bank, and New Look, among many others.

After experiencing three years of rapid organic growth, 2i was approaching the end of its strategic period from 2019 to 2022, having successfully achieved most of its outlined goals. By the close of the 2022 financial year, the company anticipated reaching an impressive £18 million in turnover, with a workforce expanding to approximately 250 permanent and contracted staff. However, this swift expansion naturally brought about significant challenges, particularly concerning its organisational structure.

Recognising the need for strategic guidance, the four-person executive board engaged Quiver Management to assist in shaping 2i’s growth strategy for the upcoming period. The collaboration also involved a thorough review of the company’s operating model, organisational structure, and leadership capabilities.

Goals of the Collaboration:

The objectives set forth for this strategic development process included:

• Crafting an ambitious three-year strategy for 2i that encompasses both organic growth and potential acquisitions.
• Defining an operating model and an effective organisational structure to guide 2i into the future.
• Actively involving senior management and the broader leadership team at 2i in the strategy formulation process to ensure alignment and commitment to the new direction.

Approach

Quiver Management’s involvement centred on facilitating workshops and guiding the executive board through the creation of a compelling vision, redesigning the operating model, refining the organisational structure, and engaging the wider leadership community.

The process commenced with comprehensive discussions regarding the market and the external environment in which 2i operates. This included an in-depth analysis of 2i’s strengths and weaknesses, along with a competitor analysis. The objective was to ensure that the board shared a clear understanding of the opportunities and threats facing the company.

Quiver Management encouraged the board to look beyond merely formulating the usual pithy vision statement. Instead, we aimed to illustrate their vision for what 2i would look and feel like in three years’ time. Board members began by drafting images to capture the key aspects of their envisioned future for 2i. This vision was honed and refined over the course of two workshops.

In addition, a comparative set of illustrations depicting the current state of the business was created, along with preliminary thoughts on the journey to achieve the envisioned future. This initial outline was deliberately left open for input and further development by senior management.

Alongside the work on a vision Quiver Management facilitated a review and redesign of the organisational structure to support the planned growth and focus of the business. Recognising the critical importance of strong leadership to achieve the plans, Quiver Management also facilitated discussions around the need for enhancing 2i’s leadership capabilities.

Once the vision was refined and redrawn with the assistance of professional illustrators, it was presented to the newly formed Operational Board, which was in itself an output of the organisational restructure process. This presentation provided an opportunity for the Operational Board to ask questions and challenge the vision, as well as to contribute their thoughts on the journey and strategies necessary to realise the three-year vision. This step served as a vital stress-test of the feasibility of the plans, facilitating buy-in from the leaders responsible for delivering on the vision and strategy.

After four workshops over five months, the final vision was shared with the entire 2i team. The CEO and various senior team members told stories that brought the vision and strategies to life for all staff.

The presentation was a resounding success, instilling a strong sense of purpose within the entire 2i team and providing real clarity on the future direction of the business.

Results

The vision developed in collaboration with Quiver Management has served as a guiding light for 2i over the past three years, and it stands as a testament to the dedication of the 2i team, who have achieved—and in many cases exceeded—the goals set out in the plan.

• 2i has demonstrated impressive growth and is projected to reach a remarkable £35 million in turnover by 2025, surpassing its ambitious three-year target by £3 million.
• It has achieved the coveted position as the UK’s leading quality assurance and software testing company.
• The team has expanded significantly, growing from 250 employees in the UK to over 400, including a presence in international markets.
• There has been a notable increase in marketing efforts to enhance brand recognition, with a substantial presence across social media channels.
• The company has earned “Great Place to Work” accreditation for three consecutive years, reflecting a strong corporate culture and a supportive working environment for its staff.
• New offices have been opened in London and Birmingham, and an offshore team has been successfully established in India.
• A significant milestone was achieved with the receipt of an “8-figure” investment from the private equity fund Rockpool in 2024, which is set to bolster 2i’s strategic growth plans, including expanding service offerings and exploring potential acquisitions.
• The vision illustration proved valuable during negotiations with private equity houses, as the clarity of strategy played an instrumental role in securing the investment.
• The Board has been strengthened by the addition of a highly experienced and renowned non-executive chairman, who will support the company’s ongoing ambitious growth strategy.
• Seven managers from 2i have joined the leadership team as part of a commitment to nurturing internal talent.
• In January 2025, the business acquired nFocus, further enhancing its expertise and supporting its growth ambitions.
• The vision illustration remains vibrant within the company and is shared with all new starters as part of their induction process.

Looking ahead, 2i is now setting its sights on achieving more than £50 million turnover. To facilitate this next phase of growth, Quiver Management has been invited to assist in the strategy development and roll-out for the upcoming three-year period.

Testimonials

Testimonial from Dave Kelly, CEO of 2i

“As CEO of 2i, I cannot overstate the impact our strategic vision, crafted with the support of Quiver Management, has had on our success over the past three years. The clarity and focus from our workshops have driven us to surpass our turnover target, secure private equity funding, and achieving our position as the UK’s leading quality assurance and software testing company.

I am very grateful for the expertise and guidance provided by Quiver Management. Their support in refining our vision and organisational structure has been pivotal in our growth.

I highly recommend Quiver Management to any organisation seeking to enhance their strategic planning. Their insights can truly transform ambitions into achievements, just as they have for us at 2i.”

Testimonial from Pauline Smith, COO of 2i

“Working alongside Quiver Management has been a truly rewarding experience for our team. Their collaborative approach and genuine commitment to understanding our needs helped create an environment where everyone felt valued and engaged in the strategic development process. The friendly team at Quiver took the time to listen, facilitating open discussions that encouraged our leaders to share their insights and aspirations, ultimately shaping a vision that resonates across all levels of our organisation.

The support and guidance we received have not only enhanced our strategic direction but have also empowered our team to embrace our goals with confidence. Quiver Management’s expertise, combined with their approachable nature, fostered a spirit of teamwork that has been instrumental in driving our success. I wholeheartedly recommend them to any organisation seeking a partner who genuinely cares about their journey and success.”