The M&A League

Consumer brands ranked on consumer belief.

The hunting map for buy-side consumer.

A quarterly intelligence service that ranks 800+ UK consumer brands on belief, not noise, and shows where belief is building economic value before it reaches the sales line. Belief turns 6 to 18 months ahead of revenue. The earlier you see the shift, the more of the upside is still on the table.

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Premium Well-Being. League.Belief Points
1Aesop+438↑
2Aromatherapy Associates+402↑
3Elemis+361→
18Neom Wellbeing+46↓
20Bamford Wellness−72↓

Illustrative. Brand names are real but the Belief Points and movements shown are not live data. Live league data is published quarterly to subscribers.

The Structure

Four layers. The whole consumer universe,
down to a single buyable brand.

The League moves a buyer from the broad question of where to hunt to the specific question of which brand to buy. One algorithm, The Cipher, runs underneath all four layers.

01. Sector
Where to hunt
Ten broad consumer markets ranked by belief value. Which markets are gaining belief and which are losing it, before the multiples follow.
02. Division
Where value sits
The hunting grounds inside each sector. Each division holds several leagues, so you can see where momentum is concentrating inside a market that is moving.
03. League
The competitive set
The brands a buyer actually chooses between, head to head, ranked on Belief Points. Where the shortlist is built, and a mispriced brand reveals itself.
04. Brand
The belief dossier
Under every brand: its belief curve, the beliefs that lift it and hold it back, the driver signals, and why it moved this quarter.
See It Work

Drill from market to single brand.

A working illustration of how a subscriber navigates the League. Start at the sector, open a division to see its leagues, open a league to rank the brands, open a brand to read its belief dossier.

Illustrative demonstration. Brand names are real but every score, belief and movement is invented to show how the League reads. Nothing here is live Cipher data.

Why It Is Quarterly

A table is a five-minute read.
Belief in motion is the asset.

The value is not the ranking on any given day. It is watching belief move, every quarter, before sales confirms it. Each edition reads the change, not just the state.

■
The quarter, read
An editorial on what moved and why, in belief terms. The story underneath the numbers.
↑
Movers & crossings
Biggest risers and fallers sector-wide, and alerts the moment a brand tips from rising to falling or breaks a top five.
▲
Promotion & relegation
Brands entering and leaving leagues, plus an on-watch list flagging what is likely to turn next quarter.

Plus a form line for every brand: the last four quarters at a glance. None of it sizes the belief or prescribes a fix. It is pure motion, the early-warning system no sales-based tracker can provide.

From Signal To Decision

The League shows what is true.
The Reports size it and tell you what to do.

The subscription surfaces the targets and the shifts. When one becomes a live opportunity, the Reports take you from signal to investment decision. Each step is more bespoke and closer to the cheque.

Category Report
The landscape
£60k
The belief system of a whole category. Size, growth, trends, headwinds, segmentation, ideal belief profiles, pricing and channel, key players and politics.
Brand Report
The diagnosis
£125k
One target, fully diagnosed. Every belief sized by reach, the audience profiled, the growth drivers examined, and the cost of reversing the ceiling belief modelled.
Deal Report
The prescription
£275k
Intervention forecasting. The fix, costed, with the comms brief and channel mix, and the EBITDA and enterprise-value uplift modelled across the hold.
IC Report
The proof
£500k
Primary data. Commissioned consumer research, not scraped signal. The investment-committee-grade proof pack behind the decision.
Subscribe

Build your mandate.

Four tiers. Open with a single brand read, take one sector, build a mandate across three, or hold the whole board.

Tier 1
from £10k
one brand, five days
The M&A Snapshot. A brand read within its League. Belief Score, the core Limiting Belief versus the category, the projected growth arrow. Know in five days whether belief is mispricing one brand.
Tier 2
£30k
per year
One sector. Every division, league and brand dossier beneath it, with the full quarterly motion layer. For the single-sector specialist.
Most chosen
Tier 3
£60k
per year
Any three sectors, in full. Build the mandate that matches how your fund actually hunts across consumer.
Tier 4
£100k
per year
All ten sectors. The complete consumer board, quarter on quarter. For generalist funds, advisors, and the data moat itself.

Quarterly. Four editions a year. Annual subscription, paid upfront.

Book Meeting

See where belief is building value.

Book a call to walk through the League live, see the tiers, and find where the brands you are tracking sit on belief.

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