IS THIS YOU? secures Mercia Ventures backing to build Advantage OS
What's the deal? North East executive coaching firm IS THIS YOU? has secured investment from Mercia VenturesDealroom has a profile for this one. Try Dealroom → to build and launch Advantage OS, a digital platform that translates its coaching methodology into software. The platform lets users assess their current position, set goals, and follow structured development pathways — combining performance frameworks, practical tools, and gamification elements.
The funding will go toward product development, team expansion, and go-to-market activity as the company targets growth across the UK and internationally. IS THIS YOU? was co-founded by Phil Gray, John Forth, and David Beharall.
Why now? The firm has built its reputation through one-to-one and small group coaching, working with organisations including Newcastle-headquartered software giant Sage. But that model has a natural ceiling. A digital product lets it scale beyond the limits of in-person delivery.
"Advantage OS is about giving people clarity, the tools to act and the accountability to follow through," said co-founder and chief operating officer John Forth. "This investment allows us to make that accessible at scale."
What could go wrong? The coaching and personal development software market is crowded, with established players like BetterUp, CoachHub, and countless productivity apps competing for attention. Converting a bespoke coaching relationship into a digital product risks losing the personal touch that made the methodology effective in the first place. The firm will also need to prove that gamification and self-guided pathways can deliver results comparable to human-led coaching.
The signal: Mercia Ventures, an investment fund with a strong regional focus, is backing an early-stage company attempting a well-worn but difficult transition — from services firm to software business. The bet underscores growing investor appetite for platforms that can productise professional expertise, though IS THIS YOU? will need to demonstrate that its methodology translates into measurable digital outcomes to stand out in a saturated coaching tech market.
Read more: bdaily.co.uk
