Case Study - Foolproof

Norfolk: the ‘foolproof’ solution for a perfect work/life balance 

The founders of digital marketing firm Foolproof chose to base their company headquarters in Norfolk rather than London as they were reluctant to leave behind the lifestyle, scenery and business benefits the county offers.

For many people the centre of the digital world is London.  But Foolproof founders, Peter Ballard and Tom Wood, bucked the trend to establish a digital marketing agency in Norwich, Norfolk.  Their rationale for ‘doing different’ (as the Norfolk saying goes) was simple.  The county is home to people with the relevant skills the agency required in its early years, and is the base for a number of large financial services companies which were the initial focus of the agency’s offer.

Foolproof gathers and applies insights from online markets, consumers and business customers which allow its clients to strengthen the brand experience online, win new customers and increase their lifetime value.  The company has been ranked the number one agency for web usability in the UK by readers of Revolution, the UK’s leading monthly digital marketing magazine, and has conducted a wide range of international assignments for companies in more than 20 markets including US, Canada, Mexico, Hong Kong and Australia.

Peter and Tom both worked for Virgin Money, the Norwich-based financial services arm of Richard Branson’s empire, when they began to form the idea of Foolproof.  But having enjoyed living and working in the county, both were reluctant to leave behind the Norfolk lifestyle to set up their new business in London.

Peter said: “We had no hesitation in deciding to base the company’s headquarters in Norfolk.  We both have young families and we both recognised the fact that Norfolk’s lifestyle and work/life balance far outweighed the fact that many other digital marketing companies are based in the London area.”

Founded in 2002, Foolproof today boasts over 40 full-time employees who work out of offices in Norwich and London to manage web usability research and corporate website consultancy to international clients including Shell and BT.  Foolproof’s initial business focus was financial service companies and so Norwich’s position as a major city for financial service expertise enabled the company to source the appropriate experience they needed.  The company now works for all the major financial service brands in the UK as well as being appointed the sole agency to HSBC with global responsibility for user experience research and advice.

Since the business was established Tom and Peter have also benefitted from the growing maturity of the digital marketing sector, which has been active since 1995.  The duo have since been able to recruit experienced people from the digital design industry in London and are now looking for a similar change in lifestyle.  Having found their own ideal work/life balance they are the perfect example to others as to why Norfolk is an attractive proposition.  

Fact file: Why Foolproof?

• Foolproof is the number one agency for user experience research in the UK
• User experience research provides the insights used to optimise sales and customer experience on e-commerce websites
• Foolproof has conducted a wide range of international assignments for companies in more than 20 markets
• Clients include Aviva, BBC, Lloyds Banking Group and HSBC

Fact file: Why Norfolk?

• Life in one of the most beautiful parts of the country
• The great work/life balance
• Lower staff turnover – staff who move to Norfolk enjoy it so much they are less inclined to leave
• Lower overheads compared to London