Pursuit Intelligence
You don't have a bid-writing problem.
You have a pursuit strategy problem.
We improve your win probability, compress your cost of sale, and protect your margin. Our fees are contingent on contract award.
Qualify a PursuitExperience-encoded · Platform-driven · Outcome-aligned
What we deliver
Three outcomes. One model.
Improve Pursuit Viability
Structured scoring applied to every opportunity. You compete where conviction is highest and walk away from the rest.
Compress Cost of Sale
An AI-enabled platform that structurally reduces what it costs to produce a competitive submission. Not incremental. Structural.
Protect Margin
Pricing rigour and risk modelling that prevents margin erosion — even on the contracts you win.
The market reality
Three models. Same problem.
The pursuit market offers three options — and none of them work.
Consultancies
They sell time. They staff your bid team, bill hours, and leave when the submission is filed. Win or lose, they have been paid.
SaaS Platforms
They sell licences. They automate workflow but provide no judgement. A compliance tracker does not tell you whether to pursue.
Writing Shops
They sell words. They produce proposal text but do not own the strategy that determines whether those words score.
All three treat bidding as a cost to be managed. BidEquity treats it as an investment to be optimised — with returns that compound.
The commercial case
UK strategic suppliers spend £3.9 billion a year pursuing government contracts. Two thirds produces no commercial return.
£3.9bn
Annual bid investment · 37 UK strategic suppliers
£2.6bn
Sunk cost on losing bids · zero commercial return
9,376
Bid submissions per year · 33% baseline win rate
Most strategic suppliers have never measured what bidding actually costs them. The number is larger than it appears on any single P&L line — spread across staff costs, management time, external advisors, pricing support, and legal.
BidEquity creates value through two independent mechanisms. Better pursuit selection eliminates bids before full cost is incurred — removing the 20–40% of pipeline that absorbs resource without any realistic path to win. AI-assisted production then reduces the cost of every bid that proceeds, with the highest impact on the research-intensive early phases.
For a large outsourcer with £2bn in UK government revenue, this translates to approximately £22m in annual saving on a £42m bid spend — delivering a retainer ROI of approximately 30×. At typical market multiples, the P&L improvement translates directly to enterprise value.
Large outsourcer · illustrative
£2bn — UK government revenue
£42m — Annual bid spend (~2.1% of revenue)
£28m — Sunk cost on losing bids (67%)
£22m — BidEquity annual saving (both levers)
30× — Retainer ROI · £720k invested
In practice: One strategic supplier discovered that 40% of their annual bid spend went to pursuits where they had no incumbent position, no relationship above operational level, and no pricing intelligence. Structured qualification alone — before any methodology improvement — removed £18m of wasted effort from their pipeline.
What makes us different
Four things that compound.
Most bid consultancies offer people. Some offer tools. BidEquity is built on the interaction between two decades of pursuit execution encoded into a platform, a diagnostic that tells the truth, data that compounds with every engagement, and a commercial model where we invest alongside you.
Encoded Experience
Two decades of personally executing complex programme pursuits — encoded into a platform that knows which activities drive win probability, which dependencies cause failure, and where effort is wasted.
Pursuit Viability Diagnostic
A scoring system that tells you whether your pipeline number is real — with built-in correction for the optimism bias that inflates most pursuit assessments.
Compounding Data
Every engagement generates data that most organisations discard. We capture it. After three, five, ten pursuits, you have a living performance baseline that exists nowhere else in your business.
Aligned Commercial Model
Fees contingent on contract award. We absorb the cost of intelligence during the pursuit and get paid when you win. Total incentive alignment.
In practice: A Defence prime was pursuing a £300m programme with a 14-week bid timeline and no structured governance. We deployed the platform on day one — dependency-mapped the critical path, identified three workstreams that were consuming effort with no evaluation weighting, and redirected that capacity to the two discriminators that mattered. They won. Their previous pursuit of comparable scale had taken 22 weeks and lost.
Our commercial model
Paid on Award
Our remuneration is mathematically tethered to your success. We do not earn unless you win.
Not ready for an outcome-aligned engagement? Start with BidEquity Verdict — a fixed-fee forensic review of a recent loss.
Where we operate
UK public sector. High-stakes contracts.
We work with firms pursuing contracts across Defence, Justice, Emergency Services, Central Government, Transport, and Health. Our clients are commercially sophisticated and procurement-literate. They operate in environments where the cost of losing is measured in millions and the cost of winning badly is measured in margin.
We speak the language of these sectors — not generic consulting language, but the specific vocabulary of public sector procurement, framework agreements, and evaluation methodology.
Ready to talk about a pursuit?
Tell us about your opportunity and we will give you an honest assessment.
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