Strategy

Our strategy today

We are a purpose‑driven business with a clear strategy to deliver sustainable growth and global impact.

Looking ahead

GBG is well positioned to capture attractive structural growth across its key markets. The strong foundations built over recent years, through simplification, global alignment and innovation-led differentiation, are now beginning to deliver. At the heart of our next phase of growth is GBG Go, our adaptive identity platform combining all of our capabilities, and the basis on which we are building GBG into the AI trust intelligence platform.
With our focus firmly on accelerating top-line growth and driving shareholder value, we are scaling our capabilities, deepening our competitive differentiation and building for the long term.

Accelerating growth with our platform strategy

Transform the business

We have transitioned to a single, scalable global operating model, establishing integrated regional go-to-market structures across Americas, EMEA and APAC, migrating to a single cloud infrastructure, and making strong progress on the Americas turnaround. Our combined Identity and Location capabilities are now positioned to accelerate growth through increased collaboration and upsell.

Evolve the core

Across our Identity and Location businesses, our focus remains on broadening distribution and delivering profitable scale from a strong and established customer base. GBG Go, our all-in-one adaptive platform, underpins this approach, we are driving new customer momentum through a strong pipeline, while we deliberately upgrade our existing customer base over time.

Innovate to grow

We are driving innovation across strategic focus areas to broaden our addressable market and accelerate growth through emerging opportunities. Recent advances include Digital ID verification within GBG Go, AI-powered deepfake detection, and Foresight, our AI-powered analytics capability turning performance data into better decisions with our focus now turning to agentic commerce, and driving continuous trust throughout the consumer lifecycle.

Growth accelerators

As the Group executes against its three key priority areas, additional opportunities to accelerate growth and expand its market presence are being actively pursued. These include:

Integrated GTM approach

A more integrated go-to-market approach across the portfolio for the Group's largest customers, aimed at driving increased cross-sell and up-sell;

Strategic partnerships

Unlocking strategic partnerships that leverage the Group's platform to distribute new capabilities;

Global coverage

Broadening global coverage to extend the Group's competitive advantage and support continued international growth;

Expanding our operating reach

Entering new geographies and targeting attractive vertical markets where the Group does not currently operate;

Disciplined M&A

Pursuing inorganic growth through disciplined mergers and acquisitions.

Our Values

Everything we do is underpinned by our three core values, shaping the way we build our business, interact with our community, and develop responsible technology

Trusted

Breaking down barriers to identity inclusion by building products that have global reach and local representation.

Inclusive

Building trust to protect against digital crime, strengthen business resilience and drive responsible innovation.

Responsible

Operating responsibly to build a future-proof business that’s good for people and the planet.

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