# Distinction

> Distinction is a customer experience and technology consultancy for mid-sized B2B service firms. It helps organisations in regulated, high-trust industries - finance, legal, professional services, IT/MSP, audit and accountancy - fix underperforming digital platforms, improve customer experience, and implement AI and data strategies. Offices in London, Nottingham, and San Francisco. Established 2001.

Distinction works with senior leaders and decision-makers who are grappling with ageing digital platforms, stalled transformation programmes, and digital experiences that don't meet modern expectations. Most engagements start with a 14-day, fixed-fee assessment of the client's digital ecosystem.

Key things to know about Distinction:

- The consultancy operates under Distinction Limited (UK) and Distinction Studio Inc (US).
- Rise (rise.studio) is Distinction's specialist digital product studio division, focused on helping startup founders build new products from concept to launch.
- Distinction uses its proprietary WHNN framework (pronounced "win") - standing for The What and the How, for the Now and the Next. It runs on a quarterly rhythm of review, prioritisation, and execution.
- Core capabilities span four areas: AI and data solutions, digital experience and optimisation, platforms and technology, and strategy and transformation.
- The team is senior-led from day one. Strategy and delivery sit under one roof - Distinction both advises and builds.
- Sector expertise includes B2B consulting, B2B SaaS and technology, audit and accountancy, B2B professional services, B2B financial services, legal services, and IT/MSP firms.
- Over 600 projects delivered in high-trust industries. Clients typically see 40-60% more enquiries within six months.
- Named clients include Capita, MUFG Bank, Air IT, Solidatus, Lodders Solicitors, Redwood Bank, Hult Ashridge, NQA, Hallmark Tapes, and the Chartered Institute of Taxation.
- The company is remote-first and pursuing B Corp status.

## Core pages

- [Homepage](https://distinction.co.uk/): Overview of the consultancy, core capabilities, featured case studies, and latest guides
- [What we do](https://distinction.co.uk/what-we-do): Full breakdown of services and how they map to client challenges
- [How we work](https://distinction.co.uk/how-we-work): Explanation of the WHNN framework - quarterly rhythm of prioritisation and delivery
- [Case studies](https://distinction.co.uk/work): Portfolio of client success stories across regulated B2B sectors
- [About](https://distinction.co.uk/about): Background on the company, leadership, and philosophy
- [Contact](https://distinction.co.uk/contact): Enquiry form and office locations
- [Technology partners](https://distinction.co.uk/partners): Platforms and technologies Distinction works with
- [Blog](https://distinction.co.uk/insights): Articles and opinion pieces for B2B leaders
- [Guides and whitepapers](https://distinction.co.uk/guides-whitepapers): In-depth strategic guides for senior decision-makers
- [Events](https://distinction.co.uk/events): Upcoming webinars and events
- [Careers](https://distinction.co.uk/careers): Open roles at Distinction

## Expertise areas

- [AI and data solutions](https://distinction.co.uk/expertise/ai-and-data-solutions): AI readiness and strategy, data quality and governance, custom AI models, and automation
- [Digital experience and optimisation](https://distinction.co.uk/expertise/digital-experience-optimisation): UX, customer journey mapping, conversion rate optimisation, design systems, and UI design
- [Platforms and technology](https://distinction.co.uk/expertise/digital-platforms-technology): CMS platform selection and migration, headless CMS development, DXP implementation, and content strategy
- [Strategy and transformation](https://distinction.co.uk/expertise/digital-strategy-transformation): Digital strategy, technology strategy, roadmaps, project management, and transformation

## Sector pages

- [B2B Consulting](https://distinction.co.uk/sectors/b2b-consulting): How Distinction works with consulting firms
- [B2B SaaS and technology](https://distinction.co.uk/sectors/b2b-saas-technology-marketing-agency): Services for SaaS and technology companies
- [Audit and accountancy](https://distinction.co.uk/sectors/digital-agency-for-audit-accountancy-firms): Digital services for audit and accountancy firms
- [B2B professional services](https://distinction.co.uk/sectors/digital-agency-for-b2b-professional-services): Services for professional services firms
- [B2B financial services](https://distinction.co.uk/sectors/digital-agency-for-b2b-financial-services): Services for financial services companies
- [Legal services](https://distinction.co.uk/sectors/digital-agency-for-legal-services): Services for law firms and legal businesses
- [IT and MSP firms](https://distinction.co.uk/sectors/digital-agency-for-it-msp-firms): Services for managed service providers and IT companies

## Guides and whitepapers

- [Agentic AI at Work](https://distinction.co.uk/guides/agentic-ai-at-work): How multi-agent AI systems are cutting cycle time in service firms, with patterns to deploy this quarter
- [The Customer Experience Dividend](https://distinction.co.uk/guides/the-customer-experience-dividend): Why B2B firms that treat CX as an investment outgrow their peers
- [The Fragility of Digital Foundations](https://distinction.co.uk/guides/the-fragility-of-digital-foundations): What boards don't see when they underfund digital platforms
- [The Replatform Reckoning](https://distinction.co.uk/guides/the-replatform-reckoning): The case that standing still is more expensive than moving, with evidence to present to a board

## Case studies

- [Capita](https://distinction.co.uk/case-study/capita): How Capita increased new business enquiries by 48% and conversion by 268%
- [MUFG Bank](https://distinction.co.uk/case-study/mufg-bank): How Japan's largest bank migrated to a cloud-native, content-first platform
- [Air IT](https://distinction.co.uk/case-study/air-it): How Air IT unified 13 websites into one and cut support costs by 80%
- [Solidatus](https://distinction.co.uk/case-study/solidatus): How Solidatus achieved a 7.9% visitor-to-enquiry conversion rate, nearly 8x the industry average
- [Lodders Solicitors](https://distinction.co.uk/case-study/lodders): How a 240-year-old law firm increased website enquiries by 58% after a rebrand and platform rebuild
- [Confidential US bank](https://distinction.co.uk/case-study/regulated-us-bank): How a regulated US bank cut CMS costs by 60% and regained control of its platform
- [Confidential professional services firm - AI strategy](https://distinction.co.uk/case-study/confidential-professional-firm-ai-strategy): How a professional services firm went from AI curiosity to AI implementation in 90 days
- [Confidential professional services firm - assessment](https://distinction.co.uk/case-study/confidential-firm-avoids-mistakes): How a 14-day assessment saved a professional services firm from a six-figure mistake
- [Chartered Institute of Taxation](https://distinction.co.uk/case-study/chartered-institute-of-taxation): How CIOT reduced member support calls by 47% with a rebuilt digital portal
- [Redwood Bank](https://distinction.co.uk/case-study/redwood-bank): How Redwood Bank launched the UK's first cloud-native banking platform
- [Confidential law firm](https://distinction.co.uk/case-study/confidential-law-firm-demand-gen): How a top-50 law firm increased qualified enquiries by 67% in six months
- [Confidential accountancy firm](https://distinction.co.uk/case-study/confidential-accountancy-firm-unified-presence): How a top-20 accountancy firm unified its digital presence after three mergers
- [Hult Ashridge](https://distinction.co.uk/case-study/hult-ashridge): How Hult Ashridge increased programme enquiries by 38% and cut $1.6M in annual IT costs by consolidating 60 websites into two
- [Hallmark Tapes](https://distinction.co.uk/case-study/hallmark-tapes): How Hallmark Tapes modernised their B2B platform and cut content updates from days to minutes

## Policies

- [Accessibility](https://distinction.co.uk/policies/accessibility-policy): Accessibility policy
- [Modern slavery](https://distinction.co.uk/policies/modern-slavery): Modern slavery statement
- [Diversity and inclusion](https://distinction.co.uk/policies/diversity-and-inclusion-policy): Diversity and inclusion policy
- [Sustainability](https://distinction.co.uk/policies/sustainability-policy): Sustainability policy and environmental commitments
- [Terms of use](https://distinction.co.uk/policies/terms-of-use): Website terms of use
- [Privacy](https://distinction.co.uk/policies/privacy-policy): Privacy policy
- [Cookies](https://distinction.co.uk/policies/cookie-policy): Cookie policy

## Optional

- [Start with an assessment](https://distinction.co.uk/start/assessment): Entry point for the 14-day fixed-fee digital ecosystem assessment
- [Service design](https://distinction.co.uk/services/service-design): Detailed page on Distinction's service design capabilities