A majority of professional services firms in the UK are not effectively distinguishing themselves or communicating with their audiences online. Soba:IQ, a free tool from Soba: Private Label, has been introduced to diagnose and address these shortcomings.
The Glasgow-based research company developed the platform to analyse homepage content across five areas: clarity, audience identification, competitive edge, supporting proof, and ability to convince prospective clients. It provides an immediate score along with practical advice.
“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.”
The launch builds on Soba’s earlier research, which reviewed over 1,000 firms and found widespread reliance on generic terminology. It also showed that more than half do not directly address their audience.
This trend is particularly visible within accounting and tax services, where a significant majority fail to tailor their primary messaging.
The tool’s dashboard visually maps performance across each dimension, helping users quickly identify weaknesses and apply suggested improvements.
Users can obtain their score by entering their website and key financial metrics, receiving instant feedback without any registration requirements.
Additionally, a limited number of participants can access a discounted consultation using the code “areyouasadist”, reinforcing Soba’s positioning strategy.
“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.”
The tool launched on 8 April 2026 and is available free to UK-based firms.
