A significant proportion of UK professional services firms are failing to connect meaningfully with their audiences. Soba:IQ, a newly introduced free tool from Soba: Private Label, is designed to uncover the reasons behind this disconnect.
Developed by the Glasgow-based positioning research firm, the tool assesses homepage performance against five critical dimensions: clarity of message, definition of audience, competitive distinction, credibility through evidence, and ability to persuade buyers. It delivers a rapid score with clear improvement guidance.
“In 2025, we definitively proved that professional services firms in the UK are all essentially interchangeable. to the point where no one would even notice.” Said Storm Mackay, managing director of Soba: Private Label.
“Soba:IQ now puts the power in the hands of heads of marketing, chief marketing officers and senior executives to learn what’s wrong and change it themselves.”
This launch extends the findings of Soba’s 2025 B2B Echo Chamber Report, which examined over 1,000 firms. It revealed that 38% rely on generic headline language, while 55% fail to address the reader directly.
The problem is even more pronounced in accounting and tax-related professions, where nearly two-thirds do not tailor their top-line messaging to their audience.
The platform features an intuitive dashboard that highlights strengths and weaknesses across each category, paired with practical steps for refinement.
To use the tool, individuals submit their website address along with basic financial details such as turnover and deal value, receiving an immediate rating out of five without any sign-up process.
A limited group of participants will also be offered a discounted consultation, accessible with the code “areyouasadist”, reinforcing the company’s focus on challenging underperformance.
“It’s often said that SMEs are the backbone of the UK economy,” Storm added, “but what we’re seeing with Soba:IQ is a country made up of tepid lifestyle businesses. Firms need to know where they stand on positioning, not six months from now, not after an expensive agency engagement, but today. This tool exists so they can.”
Available from 8 April 2026, Soba:IQ can be accessed free of charge by professional services firms operating within the UK.
