Your outsourced data and analytics partner

We define the metrics that matter, connect your data and get trusted numbers into the right hands.

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What we do

Plan, build, and support data and analytics capabilities for startups, scale-ups, and SMEs

enabling better decisions, performance tracking, and investor-ready reporting.

In Proud Partnership with

You are a good fit if…

You’re scaling and want to improve efficiency, margin, and unit economics using the data you already have.

You’re a mature SME digitising and need clearer visibility to tighten performance and improve margins.

You’re a founder or operator who needs reliable reporting for decisions and accountability.

Your data is spread across tools and teams and you need a single source of truth with clear definitions.

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You’re raising, refinancing, or selling and your metrics need to be traceable and defensible.

You want repeatable reporting that keeps pace as your business changes.

You want an ongoing analytics partner without hiring an in-house team.

You’re done with slow, expensive one-off projects that ship and then get abandoned.

These are common examples, not a full list. If you have a data analytics challenge, book a call.

How we work

Phase 1: Plan

  • Understand your challenges, current setup and the business questions.

    What we cover

    • Goals and what success looks like for you

    • Current challenges

    • Existing systems

    What you get

    • A clear recommendation on next steps

    • An outline of the planning scope and cost to review

  • We develop your companies Analytics Framework, a guide that forms the foundation of your business analytics strategy.

    What you get:

    • Analytics Framework including:

      • Clearly defined key business metrics developed from your business questions and priorities

      • Detailed metric context such as interpretation guidance, caveats and assumptions, plain english calculations and how it maps to your source data

      • Owners, cadence, and how it will be delivered to relevant departments and individuals

    • Build plan:

      • Clear scope, cost and delivery timeline

      • Dependencies, risks and assumptions

    How it is delivered

    • A working session to confirm priorities and definitions

    • A written framework you can share internally

    • A proposed build plan and quote, ready for approval

    Pricing

    • One-off upfront cost of £2500

    Next Steps
    Once you approve the Analytics Framework and scope, we move into the build phase and start implementation.

Phase 2: Build

  • You focus on your business whist we develop, connect and build the data assets defined as per the Analytics Framework. 

    What we set up

    • Connect and validate data sources

    • Code mathematical models and metric logic behind your reporting

    • Build dashboards and reporting views for defined audiences

    • Test and reconcile key numbers so stakeholders trust outputs

    What you get

    • Trusted data foundation

    • Live dashboards and reporting views

    • Traceable metric definitions, calculation logic and interoperation guidance

    Pricing
    Implementation is priced per data asset, based on the Analytics Framework.

Phase 3: Support

  • Our ongoing support drives ROI from long term adoption.

    Included

    • Monitoring, reliability and upkeep e.g. bug fixes, dashboard breaks or refresh fails

    Pricing 

    • Monthly fee per live data asset

    Need more support or want to continue to build and iterate? Active management is for you.

  • Businesses change. Priorities shift. The numbers that matter evolve.

    Active Management gives you the capacity to make improvements and benefit from ongoing support that feels like an in-house team.

    Included

    • Everything in Maintenance 

    • Ongoing access to our data team to iterate, change and build with your business

    • A flexible prioritisation process to handle shifting priorities where we agree what matters most, then we execute.

    Pricing 

    • Monthly fee per live data asset

    • Plus the amount of additional management capacity you require each month

    You get to choose the right level of support for your goals which you can ramp up or down at any point.

Case study

Helping scale London’s leading network of private wellness spaces.

Client:

“Morpho Analytics helped us establish our trusted unit economics and track what really moves the needle.”

Ben Alderton - Founder & CEO

Background

Solo60 is the leading UK operator of private, self-service micro-gyms and wellness spaces. Users get exclusive access to high-quality spaces without crowds, classes or fixed schedules.

Challenge

Solo60 operates a growing network of sites, but usage and revenue data sat across multiple systems. This made it hard to see true utilisation by site, time of day and customer type, and limited confidence in where to optimise pricing or availability.

Solution

We consolidated bookings, credit usage and payment data into a single reporting layer and designed dashboards around how the business actually operates. This revealed under-utilised hours and sites where demand was being constrained by pricing and booking rules rather than physical capacity.

Impact

Targeted changes to session pricing, credit bundles and availability improved off-peak utilisation and reduced unused capacity. Solo60 increased their margins using the same footprint, operating model and team, without adding new locations, features or headcount.

Frequently Asked Questions

  • Morpho Analytics is an analytics partner for leadership teams who need trusted metrics for decisions, performance and reporting. We define the numbers that matter, connect the right data and keep reporting reliable as your business changes.

  • Primarily CEOs and CFOs, plus other decision makers who rely on accurate reporting. We work with UK and international clients.

    We pride ourselves on working with some of the best start-ups, scale-ups and mature SMEs to improve margins and efficiency through the adoption of modern data and analytical strategies.

  • Phase 1 is Plan. It starts with booking a Discovery Call, if we are a good fit, then we move into Analytics Framework Development so we can define what you should track and how your reporting should work before anything is built.

  • It’s a fixed-scope engagement that produces a clear analytics plan you can build on.

    The price is a one off upfront fee of £2,500 and it normally takes around two weeks depending on your key stakeholders availability.

  • Build and Support are asset-based. Pricing is based on the data assets in scope, which keeps costs tied to what you actually need and makes it easy to expand over time.

  • Data assets are the building blocks of your reporting:

    1. Data sources 

    2. Analytics areas

    3. Report delivery

    A data asset is any one of the following:

    1. Data source
      A single connected data source (for example Xero, Stripe, HubSpot, your Postgres database).

    2. Analytics area
      A single defined analytics area (for example Finance performance, Utilisation and capacity, Retention and churn). This includes the metric definitions and calculation logic for that area.

    3. Report Delivery
      A single delivery output (for example one dashboard, one scheduled report, one embedded view, one alerting setup).

  • Phase 3 is Support which is broken down into two tiers priced per live assets + any additional services:

    • Maintenance: monitoring, reliability and upkeep, including bug fixes and refresh failures

    • Active Management: everything in Maintenance plus ongoing access to our data team to iterate and extend reporting through a flexible prioritisation process

  • No. We work with what you have and can help develop the data layer if needed. We’re tool-agnostic (although we do Hex for a lot of our builds) and reporting delivery depends on your context and requirements.