Martell consultants were approached by Equity Group CIO, via CGA, initially to provide practical support and coaching services to their transformation programme team. The requirement was to develop a transformation agenda that would reposition the group as a market leader in their specialist fields.

The agenda also had to be attractive to potential acquirers of the business as the Australian parent (IAG) was keen to sell off the UK business. In April 2013 Aquiline bought Equity and are now implementing many of the changes set out in the original plan.