Why We Believe B-ing Certified ‘Good’ Consultants Matters!

“B Corp is great but it’s for big manufacturers cleaning up their operations and retail companies reducing the carbon footprint of their supply chains, right?” Wrong!

As we come to the end of 2025’s B Corp Month, one year in to GreenKite being B Corp certified and two years into our overall B Corp journey, we have come to understand that B Corp has a genuine role to play for business of all kinds, not least for consultants and certainly not least for those involved in the insurance industry.

Well Intentioned, But Lacking Direction

When GreenKite was founded, our CEO, Sara Ager had an idea that she wanted to build a different kind of professional services consultancy. One that was committed to genuinely prioritising partnership, empowering clients and genuinely putting their requirements at the heart of the conversation. We all bought in to that vision and the focus she had on really fostering that deep pool of talent that is so often lost mid-career in our industry, when personal commitments and the realities of family life conflict with career demands and challenge our ability to fully embrace opportunities for advancement. However, while we all felt very passionate about trying to build something different and create inclusive opportunities, I have to say that it all felt a bit nebulous and we probably all had a different take on exactly how these well-meaning intentions would practically materialise for our team, our clients and the wider community.

When we decided to pursue B Corp certification. We did not undertake the effort lightly, in fact there was quite a bit of debate as to whether the movement was a good fit or even relevant to us, given the nature of our business model and whether we could legitimately satisfy enough of the demands to obtain certification. A number of us felt that given we have a hybrid team, small physical office footprint in leased premises, that there was little we could do to quantify meaningful ‘green’ credentials. But as we pressed on through the process, we came to understand that B Corp is about much more than environmental impact (although its hugely important!). It’s about intention within the business, it’s about identifying , articulating and promoting the values at the core of your organisation and leveraging these to create value, drive positive momentum and facilitate growth in a way that is meaningful and sustainable over the long term.

Better Equipped Than We Thought

As we went through the process of evaluating all aspects of our business through the lens of the B Corp evaluation process, we began to realise that so much of the infrastructure that we had put in place right at the inception of the firm, resonated and counted within the B Corp framework. Things like our flexible working policies, hiring processes that prioritised diversity of thought and sought to pave a way back to the industry for those who had (for a myriad of reasons) had to step back from their careers and the firm’s emphasis on thoughtfully evolving employee benefits in line with growth, all were valued within the B Corp framework. We found that the process unexpectedly presented us with a likeminded community with whom we could collaborate. It also provided a really tangible framework which gave us the confidence, language and ‘know how’ with which we could formalise those early aspirations of becoming a genuinely great place to work and an authentic, values-led partner with which to do business.

More than Just a ‘Merit Badge’

While we were surprised and genuinely delighted to achieve certification at our first attempt, what was really unexpected for us, was the reaction from our industry – a genuine appreciation for everything that certification reinforced about GreenKite and also a curiosity as to what B Corp might mean for them. For our part, one year on, we have found the designation has yielded us some unexpected yet welcome benefits:

• It has enhanced our credibility and trust in the market
• Deepened our expertise and provided a framework that assists us to continuously evolve
• Provided unexpected opportunities for networking and collaboration
• Helped us articulate an important point of differentiation for our firm in a noisy marketplace
• Generated opportunities for employee engagement and enhanced a spirit of team which has been invaluable

So, all we can say is that if you are considering certification for your organisation, go for it! B Corp is not perfect, and detractors can find fault in many different aspects of the movement, but we go back to the point that it’s about real intention. Intention of business to, yes, drive financial returns, but to do so in a manner that brings its employees, industry and community with it on the journey. Doing the best we can by our environment and society while still driving profits and creating sustainable, resilient businesses. And for us that sentiment is one that we encounter time and again in different forms across the insurance industry, in our clients and industry partners.

So, if you are considering B Corp for your organisation, talk to us. We’re very happy to share our experiences and would love to collaborate with you on your own B Corp journey!