Welcome to FIT a growth strategy company for the digital age
Functional Integrated Thinking (FIT) delivers greater value across your business, deepening customer relationships through increased utility and meaningful touchpoints.
FIT is an independent, award-winning growth agency that transforms complex business challenges into opportunities for purposeful, scalable growth.
As a strategic digital partner, we design integrated brand ecosystems and high-impact brand extensions that create and capture long-term value. Our client partners, range from ambitious start-ups and global NGOs to high-growth companies.
We combine creativity, ethnography and collective intelligence to uncover what truly matters to people, helping organisations future-proof their development and (re)connect meaningfully with the world around them.
Recent Projects
Working with one of the UK’s largest retailers, our team helped define, plan, and scope a comprehensive loyalty programme that now serves as the foundation for a wide range of functional benefits. What began as a retail initiative has evolved into a platform that extends well beyond shopping—integrating seamlessly into the daily lives of over 8 million users and driving long-term engagement, utility, and brand value.
Our team has played a central role in shaping the processes behind a newly established fund, purpose-built to support the innovation ecosystem by improving access to capital. Recognising the unique challenges faced by venture capital, growth, and private equity managers, we collaborated closely with private asset managers across Europe and North America to design systems tailored to the specific financing needs of this sector.
Many brands face challenges integrating acquired businesses, often lacking a clear strategy for whether the brand should remain, merge, or be retired.
Our work with a leading insurance firm, following multiple acquisitions has helped build stronger collaboration across the organisation and contributed to a 165% increase in market value.
Over the past two decades, our team has helped numerous organisations create additional revenue streams, identify new opportunities, and build ecosystems that deliver scalable value to their consumers.
Our expertise is grounded in the social sciences, with a strong focus on cognitive diversity and culture. We use deep observation and design methods to harness collective intelligence through participatory and co-creation projects.
Functional value, alongside emotional, social, and economic value, is about the practical utility a product or service delivers. We help businesses create, capture, and scale this value for growth in a digital world.
Functional Integration expands a brands ecosystem by introducing new products or services that fit seamlessly into users’ lives, strengthening engagement and extending the brand’s relevance.
What we believe in
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For over two decades, we’ve been observing, understanding, and engaging with human behaviour in all its complexity, capturing what makes us unique and what brings us together.
At FIT, our researchers immerse themselves in the real world, because we believe the best way to understand change is to experience it up close, from within.
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As Nicholas Negroponte noted, we’re shifting from atoms to bits. Data is becoming central to everyday life. But data alone, no matter how big, isn’t enough. On its own, it doesn’t lead to the right decisions.
We go beyond surface behaviours to explore emotions, fixations, and deeper human needs. What truly creates value? How can that value be captured, and scaled?
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We design projects in partnership with our clients and stakeholders, knowing that collaboration leads to real impact and practical results.
Using collective intelligence and design thinking, we create artefacts, films, books, prototypes, products, and narratives that drive meaningful change.